2.1.2. Price
The price refers to the amount of money that a person must pay to use a product. A person may
purchase property one or more product or has the right of limited use (such as car rental or home Hire
purchase). Set a price for a product requires a deep understanding of the symbolic role that price plays a
role in determining the product in target market. The price of a product in the customer's mind is not the
costs expended for to produce. Goods costs to the consumer are the one thing that every consumer
should losing for access to the benefits and points of ownership or use of a product. Reducing nonfinancial
cost of ownership or use of goods is one of the things companies are doing to enhance the
value of their goods to the customers. In case of success this strategy reduces the total cost of product
for a consumer and still marketers revenue remains constant or increases (Hawkins, 2005).