Abstract: A technique for utilizing a computer system to provide price protection to retail customers of a dealer for its least selected goods. Information on each retail transaction for the goods and information on selected goods advertised for sale by others within a selected geographic area are entered into the computer system. The computer system then determines at selected time intervals whether automatic rebates are due to any customers, rebates being due when the computer determines that a product of the selected goods purchased by the customer has been advertised at a lower price by another dealer within the selected time period after the purchase transaction. The computer also prints a check to the customer for the determined difference when it determines that a rebate is due with the check being sent to the customer.