$18.99 generated more sales than $15.99 or $12.99

Proctor and Gamble relaunched its Olay brand some years ago. Before doing so, they used research to test 3 price points: $12.99$15.99$18.99 Ay $12.99, the sales were good. At $15.99, sales tanked. At $18.99, sales were fantastic. In response, Proctor and Gamble launched Olay with a price tag of $18.99 – generating sales of $2.4…

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