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Price Sensitivity


Price sensitivity refers to the degree to which the price of a product affects consumers’ purchasing behaviors. If a comparatively small price increase or decrease significantly changes the demand for the product, the product is said to be price sensitive. Conversely, if demand remains stable regardless of price changes, the product is considered price inelastic.


The phonetics of “Price Sensitivity” would be: /praɪs ˌsɛnsɪˈtɪvɪti/

Key Takeaways

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  1. Understanding Consumer Behavior: This refers to the degree of influence that price has on a consumer’s decision to purchase a product or service. When a customer is highly price-sensitive, even small differences in price can significantly affect their buying decisions.
  2. Essential for Pricing Strategy: Price sensitivity is a critical aspect to consider when developing a pricing strategy. It ensures that the price set will attract customers and yield maximum profits. It also helps to identify the price range within which a product or service can be sold.
  3. Varies by Product and Customer Segment: Not all products have the same level of price sensitivity. Likewise, different customer segments will exhibit different levels of price sensitivity. For example, luxury items and necessities have different levels of price sensitivity, as do customers in different income brackets.



Price sensitivity refers to how the demand for a product or service changes in response to changes in prices. It is an important measure in business and finance because understanding price sensitivity can help companies set optimal prices to maximize profits. If the price sensitivity is high, a small change in price can significantly affect demand. Conversely, if sensitivity is low, changes in price might have less impact on the demand. Additionally, understanding price sensitivity can help businesses craft marketing and sales strategies, manage inventory, and make important decisions about product positioning and market segmentation. Therefore, price sensitivity is crucial for businesses’ profitability, market understanding, and strategic planning.


Price sensitivity refers to the extent to which consumers’ buying behaviors are affected by the price changes of a product or service. It is a critical concept used by businesses to strategize their pricing models and to understand how variations in pricing may affect their sales volume and overall profitability. In the realm of business, it’s most notably used to determine the optimal sale price for a product or service, where businesses aim to strike a balance amid affordability for consumers and maximum revenue generation for themselves. Moreover, understanding price sensitivity assists businesses in managing their demand fluctuations. For example, if a product has high price sensitivity, a minor price increase may significantly lower its demand, thus informing businesses to maintain or even lower their prices to maximize sales. Conversely, for products with low price sensitivity, businesses can afford to increase prices without causing a substantial drop in demand. It’s a crucial factor to consider in price optimization, revenue management, and demand forecasting.


1. Fuel and Gasoline: Fuel prices are highly sensitive to various factors such as market conditions, production and distribution costs, and global political situation. Consumers usually respond quickly to changes in fuel prices. If prices rise too much, consumers might cut down their driving or switch to more fuel-efficient vehicles, showing high price sensitivity.2. Food and Groceries: Essential goods like food have a lower price sensitivity, as consumers need to purchase them regardless of price increases, showing low price sensitivity. However, when it comes to luxury food items such as high-end chocolates or imported cheeses, consumers may be more price sensitive and might switch to a less expensive option if prices increase significantly.3. Tech products: If a tech company like Apple releases a new iPhone model with a significantly higher price than the previous one, consumers may opt to delay their purchase, purchase the older (now less expensive) model, or switch to another brand, depending on their price sensitivity. This could also flip if the introduced features are seen as worth the price increase, indicating varying degrees of price sensitivity among consumers.

Frequently Asked Questions(FAQ)

What is Price Sensitivity?

Price Sensitivity refers to how the demand for a particular product or service changes with a change in price. Consumers who quickly change their purchasing behaviors with a price alteration are described as being highly price sensitive.

How is Price Sensitivity measured?

Price Sensitivity is often measured by the Price Sensitivity Meter (PSM), a research technique used to determine the optimal price for a product or service. The method involves assessing consumers’ reactions to different price levels.

How does Price Sensitivity affect business strategy?

Understanding Price Sensitivity is crucial for businesses when setting pricing strategies. If their consumer base is highly price sensitive, a small increase in price can result in sales decline. Similarly, a decrease in price can potentially boost volume sales.

Can Price Sensitivity vary from product to product?

Yes, Price Sensitivity can vary significantly across different product categories. For instance, luxury goods often have low price sensitivity, whereas staple goods typically have high price sensitivity.

What factors influence Price Sensitivity?

Several factors can affect Price Sensitivity such as product substitution, brand loyalty, purchasing power, product availability, and competitive landscape.

How does low and high Price Sensitivity affect pricing strategy?

For products with low price sensitivity, it is possible for a business to incrementally increase prices without greatly affecting demand. Conversely, for high price sensitive products businesses may need to carefully consider any price increases as these could significantly impact demand.

How can businesses decrease Price Sensitivity?

Businesses can reduce price sensitivity by differentiating their product or service. This could include developing unique product features, cultivating brand loyalty, delivering exceptional customer service, or offering additional value-added services.

What’s the relationship between Price Sensitivity and Price Elasticity?

Price Sensitivity is closely related to the economic concept of Price Elasticity of Demand. Both measure how demand changes in response to a price change. Essentially, a highly price sensitive market is also a highly elastic market.

Can Price Sensitivity vary among target markets?

Yes, age, income, personal preferences, and socio-economic factors among a target market can heavily influence the degree of price sensitivity. Understanding these demographics is key to price optimization.

How does Price Sensitivity affect sales and profitability?

Higher price sensitivity could potentially increase sales volumes but lower profit margins, whereas lower price sensitivity could allow for price increases that boost profit margins, albeit potentially at the risk of lower sales volumes.

Related Finance Terms

  • Elasticity of Demand
  • Purchasing Power
  • Market Fluctuation
  • Competitive Pricing
  • Consumer Behavior

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