• Srinjana Mitra

Rivalry in market structures is necessary for developing innovation, and making sure that consumer interests are given priority. Market structure is the organizational characteristics of a market that determine the behavior of firms within it. The context of rivalry encapsulates the dynamics of competitiveness amidst firms within several market structures, involving perfect competition, monopolistic competition, oligopoly, and monopoly. Rivalry in competition is significant because it enhances consumer welfare by developing a marketplace which is characterized by a lot of variety, enhanced quality, continuous innovation, competitive pricing, and greater awareness consumer. The evolution of technology and globalization has also significantly contributed in increasing the rivalry in both domestic and global markets, thereby encouraging innovativeness and better-quality products. This study investigates how distinguished market structures starting from perfect competition to monopoly influence consumer behaviour, emphasizing that the increasing rivalry among firms leads to more benefits to the consumers, which includes lower prices, better quality, and greater variety of products.

Competition, Rivalry, Consumer, Market, Benefit.

"Rivalry In Market Structure Is The Root Cause Of Benefits Accruing To Consumers: A Comprehensive Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 3, page no.a1-a8, March-2025, Available :http://www.jetir.org/papers/JETIR2503001.pdf

"Rivalry In Market Structure Is The Root Cause Of Benefits Accruing To Consumers: A Comprehensive Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 3, page no. ppa1-a8, March-2025, Available at : http://www.jetir.org/papers/JETIR2503001.pdf