Paper Title
A Descriptive Study of Price Sensitivity Analysis of Customers Towards Anti-Inflationary Broad Based Vs Inflationary Price Rises

Abstract
In this article the authors investigate the effects of price increases at a business level on customers. Authors argue that price increase must be treated as a continuous process and should be an integral part of marketing strategy of any organization. In addition to this, the authors also argue that customer relationship and price increase communication and after service are also as important as actual price increase in customer retention and satisfaction. We Conclude this paper with a case study demonstrating how price increase is implemented at business level.