Familiarising yourself with the concept of price elasticity is crucial for understanding the demand and pricing dynamics of your product. Price elasticity refers to how changes in price affect the demand for a product.

A price elastic product experiences fluctuations in demand as the price rises or falls. In contrast, certain staple products like bread or milk have an inelastic demand, meaning people will purchase them regardless of price fluctuations. Price elastic products, on the other hand, are often non-essential or luxury goods, where consumers may opt for alternatives or delay purchases when prices rise.

To determine the price elasticity of demand, you can use an equation that divides the percentage change in demand by the percentage change in price. For instance, if a product increases in price by 10% and sees a corresponding 10% drop in demand, its price elasticity of demand is negative 1. Most products fall within the range of negative one to zero in terms of price elasticity.

Before considering a price increase for your product, there are several factors to consider:

1. Availability of substitutes: If consumers can easily switch to alternative products, they are more likely to be price sensitive.

2. Customer budget: If the cost of your product represents a small portion of your customer’s budget, they may pay less attention to price changes.

3. Necessity vs. luxury: Essential products may still be purchased regardless of price, but customers may not be pleased with price increases.

4. Brand loyalty: Building strong brand loyalty can help reduce price sensitivity, as customers choose your product based on factors beyond features and price.

5. Buyer type: If your product is typically purchased through an expense account or by someone other than the end consumer, the demand may be less elastic since the purchaser is not directly affected by the price.

In an increasingly competitive market, understanding the price elasticity of your product empowers you to position it competitively. By considering these factors and the elasticity of demand, you can make informed pricing decisions and effectively navigate the market.


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