A consumer is likely to be more sensitive to the price of a product or service when:
a. |
the buying behavior is habitual |
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b. |
the consumer perceives the product or service with a certain reference price in mind |
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c. |
higher prices do not mean higher value |
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d. |
no prior investment been made in the product or service
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e. |
the consumer is aware of substitutes |
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Answer: e) consumer is aware of the substitute
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Price sensitivity is the degree to which the price of a product affects consumers' purchasing behaviors.In economics, price sensitivity is commonly measured using the price elasticity of demand, or the measure of the change in demand based on its price change. high elasticity means consumers are more sensitive to the price of a product or service.
Demand for a commodity with large number of substitutes will be more elastic. The reason is that even a small rise in its prices will induce the buyers to go for its substitutes. For example, a rise in the price of Pepsi encourages buyers to buy Coke and vice-versa.
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