With technological advances and globalization, marketing activities are becoming crucial. Customers can choose every day which products or services to buy because they are at their fingertips. In order for a company to retain its customers it is necessary to take care of them. It is necessary to monitor their wishes and needs, because ultimately only by continuously selling their products or services can a company perform its business in the long run. Due to the importance of customers, it is necessary to know their characteristics and manage satisfaction. Their satisfaction can be a guarantee for their loyalty and successful and safer business. On the other hand, the company influences its strategies, goals and policies and prices, quality, satisfaction and can be considered as an indicator of business success in the long run. The issue of price is changeable like all other elements of the marketing mix and requires constant monitoring of the market, purchasing power, prices, consumer needs and the general climate in the industry in which the company operates. Price can serve as an indicator of quality and prestige.