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How would you explain the Guinness pricing strategy and the underlying assumptions about consumer behaviour when Diageo reports for 2013 to 2018 that in the

  1. How would you explain the Guinness pricing strategy and the underlying assumptions about consumer behaviour when Diageo reports for 2013 to 2018 that in the UK and Ireland Guinness sales vol- ume fell by 5 per cent, but a value growth of 3 per cent was achieved in both markets, mainly due to price increases?

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