Private Goods. Private goods are excludable and rival. Excludable means the good can only be used by the consumer who buys it. The buyer owns the property rights over the good. A Milky Way is excludable because if consumer A buys it and eats it, no one else can eat it. Rival means the consumption by one individual reduces the amount available for others to consume. A Milky Way is rival because if consumer A buys it, that reduces the amount others can buy. Private goods include cars, food, toys, pens, houses etc.