Which of the following statements is FALSE?

A. The types of goods and services offered by businesses are not influenced by what consumers are willing to pay for them.
B. Microeconomic principles tell us that businesses will set productivity at the level of economic efficiency.
C. When the price of a good increases, consumers have less utility available to substitute another good or service.
D. Microeconomic principles tell us that businesses need to find a price that maximizes efficiency but does not drive consumers to alternatives.