Marshall has developed the theory of how price influences customer’s behavior, called “Neoclassical Theory.” The theory states that customers have different tastes and preferences, and choose among products to maximize satisfaction or utility (Monroe & Lee, 1999). “Utility means want-satisfying power that resides in the mind of buyer and is common to all products and services…Since it is assumed that prices serve only to indicate the amount of money that buyers must give up to acquire a product, how much to acquire of a particular product depends on the relation between the marginal utility of acquiring an additional unit and the Price of that additional unit. Furthermore, the assumption of diminishing marginal utility implies that buyers are capable of ranking all alternatives in terms of increasing preference, and that they purchase first the most preferred product,” (Monroe, 1999).