If a firm can charge only one price for all its customers, that price will be P*and quantity produced will be Q*. Ideally,the firm would like to charge a higher price that consumers are willing to pay more than P*,thereby capturing some of the consumer surplus under region A of the demand curve. If a firm can charge only one price for all its customers, that price will be P* and quantity produced will be Q*. Ideally, the firm would like to charge a higher price that consumers are willing to pay more than P*, thereby capturing some of the consumer surplus under region A of the demand curve