Price" refers to what the consumer must do in order to obtain the social marketing product. In setting the price, particularly for a physical product, such as, contraceptives, condom, needles; there are many issues to consider. If the product is priced too low, or provided free of charge, the consumer may perceive it as being low in quality. On the other hand, if the price is too high, some will not be able to afford it. Social marketers must balance these considerations, and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of "dignity" to the transaction.