Customer Demand curve L Demand Elasticity △Q/Q e △P/P dQ P dP Q
11 Demand Curve Demand Elasticity Q/Q P/P dQ dP • P Q e ＝ - ＝ - Customer
Factors Affecting Price Sensitivity Unique-Value Effect Substitute-Awareness Effect Difficult-Comparison Effect Total-Expenditure Effect Shared-Cost Effect Sunk-Investment Effect Price-Quality Effect Inventory Effect
12 Factors Affecting Price Sensitivity Unique-Value Effect Substitute-Awareness Effect Difficult-Comparison Effect Total-Expenditure Effect Shared-Cost Effect Sunk-Investment Effect Price-Quality Effect Inventory Effect