1. Pricing Strategy Affordability is, in determined by two factors- 1.Income of consumer 2.Price of the Product & Services

12. Consumer Categories Climbers Rs.22,001- Rs.45000 Price Conscious Consuming class Rs.45,001-1,50,000 Value Conscious Very Rich Over Rs. 1,50,001 Quality conscious Life style Annual Income Category

13. Price in Marketing Mix Kirana, paan shops and haats No Low Spurious products Price conscious General and fancy stores paan shops and haats High Medium Mass Products Value conscious Price sensitive concern with functional benefits Show rooms, Maals, High High Premium Product Quality conscious concerned with functional benefits value for money Place Promotion Price Product Rural Consumers