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1- Cost
a- Supplier's prices
b- Price inflation
c- Exchange rate movements
d- Quality
2- Customer
a) growth in customer's income
b) Perception about future prices
c) Price sensitivity
d) Quality perception
e) Demand
3- Competition
a) perfect
b) imperfect
Monopoly (single supplier ... He will set the price as he likes it)
Oligopoly (many suppliers ... price will be set by market)
duopoly (two suppliers e.g pepsi and coke... price will be competitor's price)
4- other factors
Role of middle men
Availability of close subtitles / substitute
General inflation
Ethics
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