Customers typically rebel against price increases by switching to competing products, but if a company has pricing power, customers will continue using Chic Paints Ltd’s products and services. Chic Paints Ltd has the ability to charge customers higher prices… … "Pricing Power (Chic Paints Ltd)" has a significant impact, so an analyst should put more weight into it. "Pricing Power (Chic Paints Ltd)" will have a long-term positive impact on the this entity, which adds to its value. This statements will have a short-term positive impact on this entity, which adds to its value. This qualitative factor will lead to a decrease in costs. This statement will lead to an increase in profits for this entity. "Pricing Power (Chic Paints Ltd)" is an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.