In a free market system, how are incentives related to the principle of consumer sovereignty?

In a free market system, the incentives are related to the sovereignty of the consumer since companies or brands are free to seek strategies to encourage consumers to buy a product or a service, but it is the consumer who has the power to decide which product is best for them, then, the sales strategy is designed by the merchant but it is the client who decides when, how and why to abstain or not to buy a service or product.