Price

As for the price point of the chocolates we will cater from millennial to a higher middle class. All smaller boxes will start off at $100.00 and then slightly go up in price depending on your desired size and number of chocolates included in the box.   Lower-income consumers are price sensitive, but they will pay for products if they deliver a benefit that is worth the money. Conversely, wealthy customers with money to spend may value the social message of their purchases above all else. Lamb, Charles W. MKTG. Toronto: Nelson Education, 2009. Print. Page 7. We do understand that millennial do have a much tougher time in purchasing something that is of high value but with the story behind every box and the experience. that comes with it makes it all worth while.

Although the box of chocolates is rated as a high value luxury, we still are quite affordable to those who shop only luxury.  A high-quality product that is available only at a high price will not be perceived as a good value, nor will bare-bones service or low-quality goods selling for a low price. Price is a component of value (a $4,000 handbag is perceived as being more luxurious and of higher quality than one selling for $100), but low price is not the same as good value. Lamb, Charles W. MKTG. Toronto: Nelson Education, 2009. Print. Page 7