I find Migros' alleged fight for low prices rather hypocritical; Migros is probably more interested in realizing high or higher margins for itself, because the boycotted goods will hardly return with a price reduction.

However, I would prefer to have the choice myself and if Pepsi does mark up the price, I still want to buy it. I don't like the taste of Coca-Cola and Vivi Cola, and they're more expensive than Pepsi.

Migros' boycott forces me to go to the Coop because of Pepsi - and then I tend to buy other things there too.