Positive shift in demand: Increasing population size, Successful advertising campaign, Increase in the price of a substitute good, Negative shift in demand: Falling average incomes, Increase in the price of a complement good, Health concerns damage the reputation of the product, Positive shift in supply: The development of new technology increases productivity, Reduced government regulation allows new businesses to enter the market, Falling raw material prices, Negative shift in supply: Increasing rental costs for factory space, An increase in the national minimum wage, Rising council tax increases the costs for businesses,

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