A field exercise to find out prices charged to consumers forms the basis of this note. An attempt was made by student researchers to conceptualize as to what considerations organizations take into account while fixing their prices and pricing strategies. The reasons for a much larger or smaller spread between prices of different brands of a specific product was examined by comparison across eighteen product market situations. Costs appear to play only a very limited role in determining the pricing strategy. Instead, it is the company's business and product positioning strategy that determines the pricing strategy.