According to this right, a consumer has freedom to choose from a variety of products at competitive prices. This implies that the marketers should offer a wide variety of products in terms of quality, brand, prices, size etc. and allow the consumers to make a choice from amongst these.
For example, a consumer wants to buy a toothbrush but the shopkeeper says that he will sell the toothbrush only if the consumer will buy toothpaste. Such a situation is denial of right to choose.