1. Lecture 3 and 4: Analysis of Elasticity Lecture Objectives: 1. Define Ped & its determinants 2. Use worked examples 3. Consider its relevance to real world business problems 4. Introduce other elasticity measures (supply)

2. Relevance of Elasticity? “Know your customer. This phrase means understand the demand curve and know the values of elasticity measures” (Boyes, 2004, The New Managerial Economics, p. 77)

3. ELASTICITY (PED) Price elasticity of demand: Determinants – number / closeness of substitute goods – the proportion of income spent – time horizon…product search – product life cycle

4. PED is Calculated as:

5. PED - Values

6. Perfectly In-Elastic

7. Relatively In-elastic

8. Unit Elastic

9. Relatively Elastic

10. Perfectly Elastic

11. PED and tax incidence Role of PED in determining the extent to which a tax on a product (indirect tax) can be passed on to the consumer as a higher price. This is often referred to as the incidence of the tax on the consumer.

12. Lump-sum and percentage taxes

13. Perfectly inelastic demand Where the demand curve is perfectly inelastic (D), the equilibrium price rises from P to P.1, i.e. by the full amount of the tax (equilibrium quantity is unchanged at Q). We conclude that all the tax is passed on to the consumer, i.e.: 100% tax incidence on the consumer; 0% tax incidence on the producer.

14. Perfectly elastic demand Where the demand curve is perfectly elastic (D.1), the equilibrium price is unchanged at P (equilibrium quantity falls to Q.1). We conclude that none of the tax is passed on to the consumer, i.e.: 0% tax incidence on the consumer; 100% tax incidence on the producer.

15. Relatively Inelastic / Elastic Demand

16. Tax and government revenue

17. Cross Elasticity of Demand The magnitude of the shift in DŠX will depend upon how close X and Y are as substitutes or complements in consumption. The closer the two products are as substitutes or complements, the greater will be the numerical value of cross-elasticity of demand.

18. Income Elasticity of Demand 1.The nature of the need satisfied by the commodity. 2.The time period. 3.The initial level of national income.

19. Advertising Elasticity of Demand