free market- a large selection of products is available
limited gov. power- gov. can't define what you can or can't buy/ sell
some gov role -make sure products are fresh and no sell/ buy slave/ mistreated animals
competition- keep quality high and prices low
private ownership- you can "own" things, as long as you pay no one can take away from you
free business- any one can be a store owner as long as you pay for good and license, anyone can sell
