Mobile devices and technology give consumers the ability to get instant vendor price comparisons with ease. Due to this technological innovation it is imperative that firms properly evaluate their pricing according to their product offering. Specifically, Millennials are motivated to negotiate, cross check pricing, and utilize price as a method for determining quality. Companies should systematically choose a pricing strategy that aligns properly with their product offering. Consumers determine a perceived value about a price based on reference prices, price-quality interference, and price ending

Specifically, Dunkin Donuts desires to deliver similar quality in their breakfast egg as McDonald’s, Tim Horton’s and other fast food chains at a