Inelastic products however are not the same, they do not keep customers because their prices are low, or because it is a well-known brand name. Pharmaceutical companies known that their market is dependent on their products and therefore they can raise their prices. These are a product without which the consumer would not be able to survive, that is why when there is a dramatic price increase there is not the same decrease in quantity demand. For example the price of cigarettes has recently risen but this has not encouraged many smokers to quit, this is because they are addicted and can't stop therefore they are willing to pay the higher price for their nicotine
