In order to reduce the Juuling by 20%, price would have to rise by 50%.
Price elasticity of demand measures the responsiveness of quantity demanded to changes in price of the good.
Price elasticity of demand = percentage change in quantity demanded / percentage change in price
Demand is inelastic if a small change in price has little or no effect on quantity demanded. The absolute value of elasticity would be less than one.
0.4 = 20%/ price
price = 20% / 0.4
= 50%
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