in rare circumstances increasing the price of a product can lower the demand. but generally when you raise the price of a product what else needs to happen? ) if the retail pricing model is every day low pricing the customers will pay the asked for price b) you need to do a sensitivity study of the current price to make sure you are pricing at the right edge of the price band c) there needs to be an increasing brand building by increasing advertising d) there needs to be corresponding increased in product value