摘要：AbstractThis paper is focused on the information asymmetry problem. When the consumer has a market overview then the optimal product can be chosen more or less easily. We model more realistic situation where the consumer does not have a market overview and so the process of search has to be performed. The harder the search is the higher information asymmetry is. The aim of the paper is to find if the information asymmetry prevents the consumer to find optimal product and if yes then to model what price rational consumer will choose. For this purpose we reworked Stigler's model into the model more suitable for the small market needs. We used this model on the retail core banking services to individuals in the Czech Republic. On this market the information asymmetry was found within the European Union research as well as within our own research. We find that information asymmetry prevents even low search cost user the optimal price choice, we are abstracting from the influence of scattered knowledge, advertisement etc. However for more than half of the products on this market it is rational to search fo r the better price and so to generate positive savings. Also we state that information asymmetry is mostl y caused by variable costs on search that express the task of a final price determination.
