Likewise, other economic circumstances such as the decreasing trend of the average Americans income are also contributing to the extreme bout of pessimism the nation is currently experiencing. It is no secret that the economy is not as robust as it once was, with unemployment around 8%. Many states such as Florida and Nevada are experiencing unemployment rates still near the 10% range. As such the pricing of the product must be appropriate. In these instances, the product will be prices in line with those of competitors. Through the use of promotion however, the establishment of a known and consistent brand will allows our product to stand out relative to others. Over the past decade, earnings for the typical American have stagnated or in some instances decreased. As such, the price of the deodorant product must reflect the changing purchasing power of American citizens. Meanwhile, the average earnings of the wealthy have nearly quadrupled. As such, shoppers are attempting to save more money and are foregoing luxury purchases until they feel more secure in their finances. As such consumer spending is a good indicator of how well our deodorant product will sell. Discretionary income and spending all play a unique role in pricing the product (Consumer Spending, 2011). American shoppers are fearful for their future. Therefore price is will have a very important impact on their purchasing decision. As such, their...

Shopper's behavior changes almost exclusively due to the prevailing economic uncertainties of the time. This is indicated by the cyclical nature of the retail. During periods of mass euphoria, individuals purchase more goods and services and the economy therefore continues its upward trend. Many shoppers during these periods are not worried about short-term economic uncertainties as their jobs are believed to be secure and the economy is going smoothly. As such, many individuals purchase products they might not have otherwise purchased during periods of euphoria. These products almost inevitably include luxury clothes, bigger vehicles, electronics and other convenience items that improve the overall quality of life for that particular person. However, during periods of extreme pessimism, as is the case now, shoppers tend to trade down and purchase only necessities. These necessities are often purchased on the basis of price. Therefore, our product will be price in line with other deodorant competitors. Our price range will vary from $3.46-$5.31 which the average of the medium to high end deodorant brands currently in the market.