Stone offered the answer to the question "Why would you rather do business with local independent merchants or a large chain store?" and the tendency of the filter question answering method was classified into four main empirical categories, such as customizable, economical, ethical and apathetic consumers (p.37). (1). The economic category: It has been identified that most consumers prefer to go shopping, however they are concerned about finances, therefore they are very sensitive to price, quality, convenience and so on. Therefore, their selection will mainly go to purchases in large department stores, to provide you with better service, the product has cheaper prices; smaller shops were observed which were significantly more expensive (p.38). (2). The personalization category: identified that local merchant; they are friendly with customers. Despite this, the prices in smaller shops are relatively higher, but if you trade in local shops, you may have better chances as a good consumer or you may bargain the products from them. Furthermore, shopping at local stores above all gives you better service, because they know you; they, therefore, try to please you and make you more interesting because of your human being