The theme of Pricing allows for a detailed discussion of responses to several questions based on price sensitivity and willingness to pay. This theme was discussed throughout each interview and will aid Ellihome in building an appropriate marketing communication plan for their target market. These findings will highlight how the target market perceive pricing of a product and in what circumstances they are willing to pay more. The findings discussed under this theme are responses to: Question 5, and Question 21 (Appendix 2).