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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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