Final answer:
The small retailer owner is focused on a societal objective in order to provide a real alternative for customers, demonstrating a focus on broader economic and societal goals rather than just personal profit.
Step-by-step explanation:
The owner at the small retailer you were discussing with is primarily using a societal objective to focus the business. This objective aligns with the broader goals of the economic system, such as economic equity and societal well-being. Even though self-interest is a common motivator in economic decisions, the owner chooses to prioritize offering an alternative to the customer, which can be seen as a way of promoting variety and competition in the market, thus contributing to societal goals.