The law of Demand and Supply states the price for a certain good will reach equilibrium when it represents the maximum amount the common customer is willing to pay for a determined good or service. In other words, when a product is subject to growing demand, this will probably mean that the price will rise until demand meets supply at a determined price (equilibrium price). If a seller puts a price above the "equilibrium" price, the consumer will either shift to a substitute product or desist in buying a product completely.
