Food technology is a science branch that deals with the techniques involved in the production, processing, preservation, packaging levelling, quality management, and distribution of food products. The field also involves techniques and processes to transform raw materials into food. Extensive research goes behind making food items edible as well as nutritious. In the food and beverage industry, price determines consumption, so in the menu, pricing managers consider acceptable prices based on costs, the ability to pay consumers and competitive prices. Depending upon the market segment targeted by the food and beverage company, the price has to be adjusted to the segment's purchasing power. The targeted market is the high-end sector, and then the firm can change the cost to a level acceptable to this segment. Pricing is also made relative to close competitors so that it is equivalent to or more competitive than the price of a food and beverage establishment offering products and services similar to the firm.