Comments made by those who chose reasonable were that the food is of good quality, yet affordable and easily available; therefore, the prices are worth it. Participants who feel that Debonair's price is too high said that the quality is not as good as other brands and therefore it is too expensive for what it offers. One participant (in six) was of the opinion that Debonair's popularity made them inflate their prices, despite offering average quality pizzas. Four (out of six) Domino's customers thought the prices were reasonable and two said they were too expensive. By reasonable, the responses referred to the good quality of the food, so it was argued that it was worth the price. Another participant commented that the price of the pizza is in line with those of other brands and therefore is not considered unrealistic. The other two (of the six) participants thought that Domino's was overpriced because the food was not as good as its standards (or those of other brands), and therefore felt that the product was of poor quality for the cost of