Whatever the reasons may be, it is time that a professional integrated procedure be taken towards pricing coverage and strategy. Basically, pricing decisions shouldn't be left to fund personnel exclusively. Marketing personnel should be positively involved in the process as well. Sri Lankans are extremely price sensitive, in most purchases. The reason why are obvious, considering the fact that the country is very much in need of development. The main facet in Sri Lanka, is the investment required in purchasing products and services. In other words, just how many rupees need to be tendered. As from the investment required, Sri Lankans in most cases do not compare the product quantity purchased. (Former mate. litres, grammage). That is an important aspect for Sri Lankan marketers to notice.