Essay

Evaluating a Pricing Strategy

A hat shop sells 20 hats per week at $10 each. The owner considers raising the price to $12, which would cause weekly sales to fall to 15 hats. A business consultant advises against the change, stating, 'The money you lose from the customers who stop buying will be more than the extra money you gain from the customers who still buy.' Evaluate the consultant's advice. Is it sound? Break down the two opposing effects on revenue and use specific calculations to justify your conclusion.

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Updated 2025-09-17

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