Free trade advocates pursue the removal of trade barriers such as tariffs or quotas. They state that free trade and market integration processes enhance the degree of competitivity in the markets. Firms can choose to either increase their efficiency, decrease their production costs and compete in prices or, on the other hand, to differentiate their products to attract a larger share of consumers than their competitors, in order to obtain higher profits.
<u>In turn, consumers will be benefited because they will be able to purchase better-quality goods at a lower market price. </u>
