"Price consumers" refers to the amount of money that consumers have to pay for a product or service. It suggests the amount or cost that the customers need to spend in order to purchase something. Full definition
Be aware that «sales price» means the actual price the consumer pays — which is not necessarily the list or cover price. (victoriastrauss.com)
The market will bear what the consumer wants to spend, but it will also — as you mentioned — bear the first / last price consumers see. (dearauthor.com)
Click on our Fair Purchase Price to see what prices consumers are actually paying for these vehicles in your area. (kbb.com)