Demand pricing is the most customer-orientated form of pricing since it derives entirely from consumer demand. The marketer begins by assessing what the demand will be for the product at different price levels. This is a job for market researchers, who will find out what customers might expect to pay for the product. Different people have different views on what represents value for money, and will have different perceptions about the price: therefore there will be a spread of responses. This will lead to the development of the kind of chart shown in Table 2.2.