Alpha's Pizza and Bravo's Pizza are two restaurants that are in a horizontal conflict known as a price war. This conflict will most likely have a positive impact on consumers by reducing prices.
Explanation:
The price conflict or war between two companies will affect the customers positively as they both the companies will try to attract more consumers by reducing their price.
This form of market is known as perfect competition where the consumers will buy from the manufactures which has lower price in comparison of other (same) product manufacturer.
