With respect to elasticity of demand, how responsive is quantity demanded to changes in price? To find out, we look at the elasticity of demand, the percentage change in quantity demanded brought about by a percentage change in price.
Elasticity = %â–³Q/Q divided by %â–³P/P
If the elasticity co-efficient is greater than 1, demand is said to be elastic: a given percentage change in price will result in a greater percentage change in quantity demanded. A 10% decrease in price will bring about a greater than 10% increase in quantity demanded, so total revenues for the firm rise. A 10% increase in price will bring about a greater than 10% decrease in quantity demanded, so a price increase will reduce total revenues.
If the elasticity co-efficient is less than 1, demand is said to be inelastic: a given percentage change in price will result in a smaller percentage change in quantity demanded. A 10% decrease in price will bring about a less than 10% increase in quantity demanded, so total revenues for the firm fall. A 10% increase in price will bring about a less than 10% decrease in quantity demanded, so a price rise will increase total revenues.
If the elasticity co-efficient = 1, there is unitary elasticity of demand, meaning that percentage changes in price and quantity are precisely the same.
There are two extreme cases of elasticity of demand. When elasticity is 0, perfect inelasticity, there is no change in demand in response to a change in price. Lowering the price simply diminishes the value of total sales by reducing the revenue per unit without in any way increasing the number of units sold. With perfect elasticity, no matter what the supply of the good in question is, the same price can be obtained. Total money value of sales can be increased to any desired amount without lowering prices even slightly. The volume of sales can be increased without limit, even without lower prices per unit.