Because our C'est La Vie Vodka's target market is a considerably younger crowd, we have taken into consideration their demographics, the brand, the product, the value, and the experience to determine our pricing. "More broadly, price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service"(Marketing An Introduction 10th Edition p4). Some target markets today consider quality over price as a means of purchasing a product. As a company we want our target market consumers to consider the quality of C'est La Vie Vodka and the experience that comes with it. "Historically, price has been the major factor affecting buyer choice. In recent decades, non-price factors have gained increasing importance. However, price still remains one of the most important elements determining a firm’s market share and profitability"(Marketing An Introduction 10th Edition p4). As a consumer myself I take into consideration the worth of what I'm paying for and frequently ask if its worth it. I want my customers to know that its worth it and still be able to feel that they are benefitting more then the company because they can get a product with such value at a price they can afford. A sweet bottle of C'est La Vie Vodka will sell for $65.
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