Understanding Price Elasticity of Demand
Price elasticity of demand (PED) measures how much the quantity demanded of a product changes when its price shifts. It's calculated as the percentage change in quantity demanded divided by the percentage change in price.
Think of it this way: if Netflix raised their subscription by 20% and lost half their customers, that's highly elastic demand. But if petrol prices rose 20% and people still bought roughly the same amount, that's inelastic demand.
There are three key categories you need to know. Price elastic means the PED value is greater than 1 orlessthan−1 - customers are very sensitive to price changes. Price inelastic means the PED value is between 0 and 1 - customers aren't too bothered by price changes. Unitary elastic means the PED equals exactly 1 - the percentage changes in price and quantity are identical.
Quick Tip: Remember that elastic = dramatic response to price changes, whilst inelastic = mild response to price changes.
Understanding PED helps businesses make smarter pricing decisions and predict how revenue will change when they adjust their prices.