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Paul's Gas operates as a small chain of fuel stations and convenience stores. The stations offer two types of fuel, regular and premium. Paul is
Paul's Gas operates as a small chain of fuel stations and convenience stores. The stations offer two types of fuel, regular and premium. Paul is considering raising the price of premium fuel by 10% but will leave the price of regular fuel as it is. Paul's current pricing, costs, and demand at a typical station are as follows: Price variable cost contribution per gallon Units profit Regular $3.60 $3.20 $0.40 120000 $48,000.00 Premium $3.90 $3.45 $0.45 50000 $22,500.00 $70,500.00 In prior years, consumers' elasticity for premium fuel was -2.5. So a 1% increase in price resulted in a 2.5% decrease in gallons sold. As the economy worsened, however, elasticity may be as high as -6. Should Paul raise the price of premium fuel by 10% if elasticity is -2.5
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