Price changes can be a challenge, put prices up and customers complain but nowadays price increases are seen as inevitable and as long as the customer perceives that the increases are for a good reason, such as increases in the costs of raw materials, fuel, power and taxes, they will accept that. Price increases by deception can be disastrous. Cadbury in New Zealand maintained the price of its chocolate b but reduced the size of the bars and when customers discovered this they abandoned what had been one of the country's top brands and the much smaller New Zealand company whittaker's experienced a considerable increase in sales