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Celsius is going to increase their prices. However, consumer income remains the same.

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Consumers want more healthy options for acquiring energy. 

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Consumers hear that Celsius is increasing the prices of their products. As a result, consumers stop buying as much of their products and switch to buying Alani Nu.

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Consumers are starting to realize that you can buy Celsius in bigger packs than other brands. As a result, more consumers start to buy Celsius.

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Change in number of consumers in a market

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Change in number of consumers in a market

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The price of Alani Nu went up. As a result, the demand for Celsius increased.

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The price of Clesius increased slighty, so Alani Nu product prices increased as well. 