People don't always buy based on the lowest price, but they do like to feel they're getting a good deal. If your aim is to give your customers value for their money... then your asking PRICE should represent the VALUE customers place on your product or service. If the price asked for doesn't feel right, in relation to the value delivered, customers are not going to buy. If the customer thinks that what you are offering them isn't worth much, then how can you ever hope to charge a high price? .