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A customer comes in and can buy several of the same item, personally I think they might just come on a budget or something (there is an index called customer satisfaction that directly changes how much they are okay spending a little bit, but this might just push your maximum pricing up instead, not sure) As for sale volume (# of items sold), each business has 'primary' items that sell more frequently, as well as several other factors like district demand.
Fries and stuff just sell more compared to expensive things like jewelry as well.
You can also sell everything anywhere, albeit non-primary items get a sale volume reduction, which means you would probably have trouble selling jewelry in a fast food restaurant since it's already abysmal before being penalized.
the building capacity stuff you said is correct yeah
HA! - i was just reading a thread about a walmart type shop.. and it made me pretty much along the same lines...
if there isn't some max amount of cash and/or number of items they by per visit. (with likely some random chance for each item. some (like fries - everybody likes fries!) having a higher % chance, and the as you said "primary" type having a boost as well.
here have some points. ;)