Any consumer who receives a service in whatever capacity, regardless of age,gender and nature of service has the ‘right to choose’ whether to continue to receive the service. Example: Suppose you want to buy soap and the shop owner says that he can sell the soap only if you buy a shampoo. If you are not interested in buying the shampoo, your right to choice is denied. The consumer has every right to purchase only those things that he wants to purchase.