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