This time last year when the gas prices were sky rocketing, I recieved an e-mail the essence of which was that if we wanted to put a stop to price gouging by certain oil companies then we should stop buying gas from them. It was then that I thought to myself - this is the most powerful weapon that I as a consumer possess and I should use it to my benefit. Like most of us, I was very agitated that the oil companies were making record breaking profits at our expense, so I decided not to buy gas from companies like Exxon, Mobil, etc. Instead I made sure that every time I went to costco I filled up my tank. What if you don't have a costco? Well, there are always other gas pumps which provide gas at much less. For example: Arco, Thrifty, etc.
This principle doesn't apply to gas alone but to any product/supplier. If the consumers don't buy their products, suppliers will be in big trouble! Taking such a step may put in some inconvenience but that's a small price to pay. If you think a store is overcharging you, you should stop buying from there. If you think a particular brand has degraded its quality; stop consuming that brand. What are suppliers without consumers?!?!