- Price elasticity of demand (PED) is a measure of the responsiveness of quantity demanded of a product to a change in its price.
- It shows how sensitive consumers are to changes in price and helps businesses understand how changes in price will affect their revenue.
- PED can be elastic, inelastic or unitary, depending on the degree of responsiveness of demand to price changes.
- For example, if a 10% increase in price leads to a 20% decrease in quantity demanded, the PED is 2, which means demand is elastic.
- If a 10% increase in price leads to only a 2% decrease in quantity demanded, the PED is 0.2, which means demand is inelastic.
- If a 10% increase in price leads to a 10% decrease in quantity demanded, the PED is 1, which means demand is unitary.
- The formula for Price Elasticity of Demand (PED) is given below
Types of Elasticity:
- Elastic demand: when a small change in price results in a large change in quantity demanded. For example, luxury goods such as expensive sports cars or designer clothing.
- Inelastic demand: when a large change in price results in a small change in quantity demanded. For example, basic necessities such as food and medicine.
- Unitary demand: when a change in price results in an equal percentage change in quantity demanded.
Features of PED:
- It is always negative because price and quantity demanded are inversely related.
- PED ranges from zero to infinity.
- PED is influenced by the availability of substitutes, the necessity of the product, the proportion of income spent on the product, and time.
- Products with close substitutes tend to have more elastic demand.
- Products that are necessities tend to have less elastic demand.
- Products that require a high proportion of income tend to have more elastic demand.
- The longer the time period, the more elastic the demand becomes.
- PED varies along the demand curve, with demand being more elastic at higher prices and less elastic at lower prices.
- PED varies by market segment, with different consumers having different levels of price sensitivity.
- PED is affected by changes in income and consumer preferences.
Importance of PED to Business Managers:
- Helps businesses understand how changes in price affect revenue and profits.
- Helps businesses make pricing decisions that maximize revenue and profits.
- It helps businesses identify which products have more price flexibility than others.
- Helps businesses anticipate how competitors might respond to price changes.
- Helps businesses forecast sales and plan production levels.
- Helps businesses allocate resources effectively.
- Helps businesses develop effective marketing strategies.
- Helps businesses assess the impact of taxes or subsidies on consumer behaviour.
Benefits of PED:
- Helps businesses make informed pricing decisions.
- Helps businesses identify opportunities to increase revenue and profits.
- Helps businesses understand the sensitivity of demand to price changes, which can inform marketing strategies.
- Helps businesses make better forecasting and planning decisions.
- Helps businesses allocate resources effectively.
- Helps businesses stay competitive in the market.
- Helps businesses avoid pricing strategies that may result in losses.
- Helps businesses assess the effectiveness of promotional activities.
Drawbacks of PED:
- PED may not accurately reflect changes in demand when consumers have no close substitutes.
- PED may not be accurate for products with long life spans or for products that are not frequently purchased.
- PED assumes that other factors affecting demand remain constant, which may not always be the case.
- PED may vary across different market segments, making it difficult to make broad pricing decisions.
- PED may not be able to predict consumer behaviour accurately in all situations.
- PED does not take into account the costs associated with changing prices.