Price Elasticity of Demand
Price Elasticity of Demand (PED)
- Definition: Price elasticity of demand (PED) measures the responsiveness of the quantity demanded of a product to a change in its price.
- Law of Demand: As price increases, quantity demanded generally falls, but responsiveness varies.
- Elasticity Variation:
- Products with many substitutes (e.g., bananas, soft drinks) show higher elasticity (larger demand change).
- Products with fewer substitutes (e.g., petrol, toothpaste) show lower elasticity (smaller demand change).
Types of Demand
- Price Inelastic Demand:
- Definition: Demand that is unresponsive to changes in price.
- Example: Rice in Asia (low sensitivity to price changes).
- Price Elastic Demand:
- Definition: Demand that is highly responsive to price changes.
- Example: Soft drinks (substitute availability leads to large demand changes).
Calculating PED
- Formula:
\text{PED} = \frac{% \Delta QD}{% \Delta P}
where ( % \Delta QD ) is the percentage change in quantity demanded and ( % \Delta P ) is the percentage change in price. - Example Calculation:
- Cinema Tickets Example:
- Price increase from $10 to $11 (10% increase).
- Demand falls from 3500 to 3325 tickets (5% decrease).
\text{PED} = \frac{-5}{10} = -0.5 - Result shows price inelastic demand (less responsive).
Interpreting PED Values
- PED < 1 (Ignoring minus sign): Demand is price inelastic.
- PED > 1 (Ignoring minus sign): Demand is price elastic.
- PED = 0: Perfectly price inelastic (demand unchanged with price change).
- PED = ∞: Perfectly price elastic (demand falls to zero with small price increase).
- PED = 1 (Unitary Elastic): Demand reacts proportionately to price change.
Determinants of PED
- Substitution Availability: More substitutes lead to higher elasticity.
- Income Proportion: Higher proportion of income spent on a product leads to more elastic demand.
- Necessity vs. Luxury: Essential products are often price inelastic; luxury items are more elastic.
- Habits/Addictions: Habit-forming products (like tobacco) tend to be inelastic.
- Advertising/Brand Loyalty: Strong brands create inelastic demand.
- Time Frame: Demand tends to become more elastic over time as consumers find substitutes.
- Durability: Non-perishable goods tend to have more elastic demand compared to perishable goods.
- Switching Costs: High costs to switch to substitute products can make demand inelastic.
- Broad Definition vs. Specific: General categories (e.g., food) have more inelastic demand than specific items (e.g., a specific type of fruit).
Relationship Between PED and Total Revenue
- Sales Revenue Formula:
\text{Sales Revenue} = \text{Price} \times \text{Quantity Demanded} - Implications for Pricing Strategy:
- If demand is inelastic, increasing price raises total revenue.
- If demand is elastic, decreasing price increases total revenue.
- Example Application: If laptops' price decreases, and demand increases significantly, total revenue may increase due to high elasticity:
- Original revenue ($700 x 5000) = $3.5M.
- New price ($650 x 5500) = $3.575M (increase in revenue).
Significance of PED for Decision Makers
- Producers: Determine pricing strategy based on how demand reacts to price changes.
- Government: Policies on taxation can depend on the elasticity, targeting inelastic goods ensures revenue without severe demand drops.
- Price Discrimination: Firms may charge different prices based on consumer elasticity.
- Example: Theme parks charge different prices for adults versus children.
Exam-Style Questions
- Calculate PEM for various product scenarios based on given price and quantity changes.
- Discuss implications of PED knowledge for business strategies and government policies.