Design a test of a new pricing strategy for orange juice concentrate. The brand is an established brand, and we are only interested in testing the effect of a 5 percent price increase and a 5 percent price decrease. All other elements of the marketing mix will remain the same.

1.Objective of Test-Market:

2.Variables: Identify the main IV(s) and DV(s)

3.Control Variables: Identify these and explain why you need to control for them.