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