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that of Miami or Tampa as there are more leisure travelers on the weekdays here than in any city. We expected weekend consumers to be much more price sensitive than weekdayconsumers, which is why we started with such low prices for these markets especially since their capacity utilizations were significantly lower there. We soon realized that capacity utilization does not always correlate with price sensitivity, and we began to increase the prices. We discovered that Miami had the lowest relative price sensitivity among the weekenders as they have the most business travelers during those days. Orlando weekenders appeared to be less price sensitive than those in Tampa, presumably because there is significantly more demand in Orlando than in Tampa due to the Disney and Universal theme parks, which could cause Orlando consumers to become a little less price sensitive than consumers of other cities. And lastly, we determined that consumers had a max willingness to pay for our rental cars, and it was not beneficial for us to price above those thresholds. For weekday consumers, the max willingness to pay was usually somewhere between $63-$65. For some trials, we attempted to charge as high as $70, but this seemed to be much too high for consumers and we ended up performing worse in theend. Overall, the game was interesting to play because it allowed us to see how prices can fluctuate and depend on each other. The game sometimes factored in how high the price jump was, and we could see how customers reacted to that, given a significant drop in capacity utilization. Then it would take a couple of rounds to regain some of those customers. Moreover, we realized that slowly losing customers as we priced higher was actually beneficial to us, which is somewhat counterintuitive. The game made us stop andthink about breakeven points, to determine when it was beneficial to lower or raise the price, based on how many people we thought we would gain or lose respectively. There was a lot of information available, which was both beneficial but also overwhelming, because unless you chose to focus on certain things, there was almost too much information to handle. Therefore, we chose to focus on specific pieces of information, and these changed depending on our strategy.