...Income Elasticity of Demand Income Elasticity of Demand is a measure of responsiveness of demand to the changes in income and it involves demand curve shifts. It provides information on the direction of change of demand, given a change in income and the size of the change. Formula for YED: Percentage change in quantity demanded = %ΔQ Percentage change in income %ΔY Normal goods have a positive value of YED, while Inferior goods have a negative value of YED as shown in the graph below: Normal goods: when income increases, demand for normal goods increases as well. An increase in income leads to an increase in consumption, demand shifts to the right Inferior goods: when income increases, demand for this good falls. The demand curve shifts left as income rises. As income rises, the proportion spent on food tends to fall while the proportion spent on services tends to rise. Necessity and Luxury goods Necessity YED <1 If a good has a YED that is positive but less than one, it has income inelastic demand: a percentage increase in income produces a smaller percentage increase in quantity demanded. Necessities are income inelastic goods, such as food and shoes. Luxury YED >1 If a good has a YED that is greater than one, is has income elastic demand: a percentage increase in income produces a larger percentage increase in quantity demanded. Luxuries are income elastic goods. Like the I Phone or chewing gum. Applications of Income...
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...INCOME ELASTICITY OF DEMAND Income is a factor that can help to determine how much or how many units a product or service can sell in a determined period of time. Thus, changes in income are important to be monitored, as well as understanding the kind of good we have. To do this, we use Income elasticity of demand (Ey) which measures the effect of a change in income in quantity demanded. The basic formula for calculating the coefficient of income elasticity is: Percentage change in quantity demanded of a good divided by the percentage change in real consumers' income. Depending in the result of this equation the good can be thought as a normal good when the result is > 0 (positive income elasticity), or an inferior good when the result is < 0 (negative income elasticity). Within the category of normal goods there is a distinction between necessities and luxuries. A luxury will have an Ey >1. To categorize income elasticity of demand we check to see if it is more, equal or less than 1. If it is more is elastic, if it is less is inelastic and if it is equal is unit elastic and quantity demanded changes by the same percentage as the price. Normal goods As income rise more is the demand. The house market in San Diego County is an example of a normal good that has turned for some into a luxury although housing is per se a need. In a recent article from Union Tribune San Diego was ranked as the second less affordable city to buy a house in the United States (Horn, 2014). Indeed...
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...A. 1. Elasticity of demand: According to McConnell, Elasticity of demand is the degree to which changes in prices and incomes affect the supply and demand,” (p 76). In other words elasticity tells us how much a price change effects sales or demand of a product. Elasticity can be measured and referred to as: elastic, unit elastic or inelastic. Elasticity of demand is measured: Ed=percentage change in quantity demanded of productpercentage change in price of product If the result is a coefficient greater than one the product price is elastic, if the result is equal to one it is considered unit elastic, and if the coefficient is less than one it is inelastic. 2. Cross-price elasticity: Cross-price elasticity refers to the elasticity of a product when there is a substitute, or compliment product to be considered. According to McConnell, (2012) “The cross elasticity of demand measures how sensitive consumer purchases of one product (say, X) are to a change in the price of some other product (say, Y). “ A substitute product is a product that can be used in place of the original product, at the consumer’s discretion. A compliment is a separate product that is generally purchased to be used with the original product, like peanut butter and jelly. E xy =percentage change in quantity demanded of product xpercentage change in price of product y If the coefficient results are more than zero, the product is considered a substitute product. If the result...
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...Coffee 2 Elasticity 2 Price elasticity of demand 3 Cross-price elasticity of demand 5 Income elasticity of demand 6 References 7 Company Summary: Starbucks Coffee Their story began in 1971 where they were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. Today, they connect with millions of customers every day with brilliant products and more than 21,000 retail stores in 66 countries. Starbucks is named after the first mate in Herman Melville’s Moby Dick. Their logo is also inspired by the sea –featuring a twin-tailed siren from Greek mythology. Their mission is to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time. They believed in serving the best coffee possible. It's their goal for all of the coffee to be grown under the highest standards of quality, using ethical sourcing practices. Their coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select the highest quality beans (Starbucks, 2015). Elasticity Elasticity is defined as how much consumers and producers will respond to a change in market conditions. The concept can be applied to supply or demand, and it can be used to measure responses to a change in the price of a good, a change in the price of a related good, or a change in income. Basically, goods said to be price elastic are goods that a change in price will bring about a big change in demand. For example...
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...Income elasticity of demand measures the relationship between a change in quantity demanded for good X and a change in real income. The formula for calculating income elasticity is: % change in demand divided by the % change in income Normal Goods Normal goods have a positive income elasticity of demand so as consumers’ income rises more is demanded at each price i.e. there is an outward shift of the demand curve Normal necessities have an income elasticity of demand of between 0 and +1 for example, if income increases by 10% and the demand for fresh fruit increases by 4% then the income elasticity is +0.4. Demand is rising less than proportionately to income. Luxury goods and services have an income elasticity of demand > +1 i.e. demand rises more than proportionate to a change in income – for example a 8% increase in income might lead to a 10% rise in the demand for new kitchens. The income elasticity of demand in this example is +1.25. Inferior Goods Inferior goods have a negative income elasticity of demand meaning that demand falls as income rises. Typically inferior goods or services exist where superior goods are available if the consumer has the money to be able to buy it. Examples include the demand for cigarettes, low-priced own label foods in supermarkets and the demand for council-owned properties. The income elasticity of demand is usually strongly positive for • Fine wines and spirits, high quality chocolates and luxury holidays overseas. • Sports...
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...Market Demand and Elasticity Tank Up is a local quick mart gas station on Route 12, a fairly busy highway most days of the week. Tank Up is the last station eastbound just prior to the entrance ramp to the expressway. This location benefits Tank Up business because drivers often stop in to fill their gas tank and grab a cup of coffee before beginning their journey on the expressway. To increase profits, I am evaluating a price change for coffee. Historically Tank Up sells approximately 300 cups of coffee per day. At $0.79 per cup, annual coffee revenue is $86,268. Options to increase revenue include a) an increase in sales prompted by a price reduction or b) an increase in revenue through a price increase. For the purpose of this evaluation, it is assumed all factors beyond cost per cup and consumer demand are held constant. The supply costs for coffee beans, creamer, cups and other supplies are not a factor in this assessment. Below are the factors considered. Price Elasticity of Demand As noted above, annual coffee revenues are estimated at $86,268. To evaluate price elasticity of demand, a calculation was required to determine if an adjustment in price (increase/decrease) resulted in a change in consumer demand. The first step was to evaluate the impact of increased sales because of price reduction. When reducing the price per cup 13% (to $0.69) sales increased 7% (320 cups per day). Although demand increased, annual revenue declined 7% ($5,897). This change...
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...'Price Elasticity Of Demand' A measure of the relationship between a change in the quantity demanded of a particular good and a change in its price. Price elasticity of demand is a term in economics often used when discussing price sensitivity. The formula for calculating price elasticity of demand is: Price Elasticity of Demand = % Change in Quantity Demanded / % Change in Price If a small change in price is accompanied by a large change in quantity demanded, the product is said to be elastic (or responsive to price changes). Conversely, a product is inelastic if a large change in price is accompanied by a small amount of change in quantity demanded. Price elasticity of supply (PES or Es) is a measure used in economics to show the responsiveness, or elasticity, of the quantity supplied of a good or service to a change in its price or cost. The elasticity is represented in numerical form, and is defined as the percentage change in the quantity supplied divided by the percentage change in price. When the coefficient is less than one, the said good can be described as inelastic; when the coefficient is greater than one, the supply can be described aselastic.[1] An elasticity of zero indicates that quantity supplied does not respond to a price change: it is "fixed" in supply. Such goods often have no labor component or are not produced, limiting the short run prospects of expansion. If the coefficient is exactly one, the good is said to be unitary elastic. The quantity...
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...The unlimited variety of goods is offered to consumers in a modern world. But how a buyer makes the choice in a modern market flooded with products and services of all kinds? What are the motivations, motives and other factors which affect his or her con- sumer behaviour? These questions remain the most important for everyone engaged in trading relationships and are crucial in marketing of products and advertisement design spheres. The thesis work is aimed to study consumer‟s choice motivations for a branch of products in a limited area of research. Author focuses her study on a particular type of goods, affordable luxury products, and motivations of a target consumer group to buy it. Such limitation is considered adequate, as it allows us to study subject thoroughly, using smaller sample size of respondents and draw conclusions that can be used as a base for further researches. Respondents‟ group is formed by the luxury products‟ consumers. They are divided into two groups, the introverts and the extroverts, using test type questionnaire, based on Carl Jung‟s personality theory. The aim of the study is to find out a relationship between introverted and extroverted types of personality and motivations for status consumption of affordable luxury goods. The research questions are: “Does a personality trait affect motivations for consumption of luxury goods?”, “Which motives are typical for a certain type of personality?” The study brings together researches on status consumption...
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...Keeping Luxury Inaccessible Keeping Luxury Inaccessible By David Ward (PhD), Claudia Chiari (MBA) All correspondence to Prof. David Ward, Via Fornari 46, 20146 Milan, Italy email: daward@tin.it Co-author: Claudia Chiari, Via Vittorio Alfieri 27, 52100, Arezzo, Italy Abstract This paper sets out to explain and decipher luxury and especially inaccessible luxury with the intent to provide enterprises three new analytical tools to ensure they stay ‘in front of the pack’. The paper starts by assessing what luxury was and is today and how and why it has evolved so far. It looks at Mass and Intermediate luxuries and then discusses three models to assess also Inaccessible luxury. The three models specifically developed by the authors are: 1. The Tangibility of Luxury, 2. The Spectrum of Luxury and 3. Brand Identity of Luxury. It will be shown that a luxury product can indeed migrate towards intermediate and mass luxuries when its traits become tangible and when rarity turns into abundance and luxury becomes accessible. The authors promote the idea that this process can be controlled by the enterprise or industry providing the brand, product traits and distribution are managed accordingly. The authors also examine the particular linkage between rational and emotional value through the brand and map the degree of luxury of a brand by assessing what actually differentiates the luxury products from the rest. This is not done in the traditional way of assessing the marketing mix (4P, 6P...
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...1 Executive summary Coach, Inc. is an upscale American leather goods company known for women’s and men’s handbags, as well as items such as luggage, briefcases, wallets and other accessories (belts, shoes, scarves, umbrella…). The firm was founded in 1941, in a loft in New York as a partnership called the Gail Manufacturing Company. As of July 2, 2011, the company operates in over 20 countries with more than 1,100 retail stores and around 15,000 employees worldwide. Today, Coach Inc. has distribution, product development and quality control operations in the US, France, Italy, Japan, Hong Kong, China and South Korea. From 2001 to 2011, Coach launched a series of activities to take great control over the brand in the Asian markets, and it also accelerated its European expansion with the help of its European joint venture partner in 2011. Continuous innovation and affordable price are two keys for Coach to conduct international business. In addition, owing to its multi-channel retail network, Coach, Inc. has successfully enhanced its brand image all over the world. Luxury goods industry is highly competitive due to a low marketentry barrier. It has experienced ups and downs during the 2000s. And in recent years, the industry has recovered and developed rapidly. More and more luxury goods corporations have expanded their operations in emerging markets through Internet and e-commerce. The future outlook of this industry is optimistic. The competitions in the...
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...Degree of Master in Fashion Management The Swedish School of Textiles 2012-06-01 Report no: 2012. 13. 21 Luxury Consumer behaviour Suvi Lukkarinen & Xing Wei - A Comparative Case Study of Emerging Luxury Markets in China and Finland Visiting adress: Bryggaregatan 17 Postal adress: 501 90 Borås Website: www.textilhogskolan.se Title: Luxury Consumer Behaviour -A Comparative Case Study of Emerging Luxury Markets in China and Finland. Publication year: 2012 Authors: Lukkarinen, Suvi and Wei, Xing Supervisor: Anita Radon Abstract The study on luxury consumers is always connected to their drives behind consumption. Why people buy luxury products is an interesting question. This thesis investigates influencing forces behind luxury consumer behavior, in a comparative case study on Chinese and Finnish consumers. Luxury consumption is not a new phenomenon, but in some countries, like China and Finland, the luxury market is still growing since many brands are newly entering these markets. At the same time, new generations have become luxury consumers so these markets are quickly changing. Researches have been made on luxury consumer behaviour in China and Finland. However, there is a lack of updated information available about this subject, especially about Finnish luxury consumers. Furthermore, the driving forces behind the luxury consumption are not the same in different countries. In a competitive industry like luxury fashion, the marketing tactics have to be adapted to specific...
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...for the same reasons that normal or inferior goods are, as they do not adhere to the conventional wisdom of economical decision making. Instead, consumer decision making plays a huge role in the sales of luxury goods, particularly status consumption, and the motivations for status consumption were identified according to different types of motivations. By analyzing this data, the economic effects of luxury goods were identified. Because their primary consumer base is not affected severely by economic hardships, the sales of luxury goods are able to maintain a consistency not found in other goods. This trickled down into growth for the suppliers of these luxury brands as well, because the increase in demand for supply by luxury goods makers was able to offset the decrease in demand by normal goods makers. In addition, luxury goods have spawned the counterfeit “industry”, which also plays a huge economic role. The findings in this paper...
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...extraordinary in the way they use product, price, place, and promotion. The company was founded on producing products of the highest quality by Louis Vuitton Malletier in 1854. LV continuous effort to innovate their product through partnerships with local artist to create limited product lines and never deviate from the founding father’s vision is directly related to LV’s success. Louis Vuitton’s product image in the consumers mind is so important that they are taken huge measures in preventing counterfeiting of their product globally. The next portion of the LV’s business model is price. For a majority of company’s price is determined all by market demand and can fluctuate in order to stimulate or maintain consumer demand. For LV it is different, their products are priced unnecessarily high all the time despite what the market demand is. They do this because LV products are luxurious status symbols and in this sense offer absolute value out of a purchase. If the company prices their item any lower than what the current price is then the LV label will hold its social value. LV’s choice of place is unique because they only sell from a very small number of stores of which are mostly owned by the company. This is unique because traditionally an increase and sales can directly be related to the number of distribution channels the company uses. The reason LV has chosen to go against normal traditions is simple, it is much simpler to control fewer distribution channels. With...
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...2009 www.ft.com/business-luxury-2009 Slimming all the rage as belts tighten Haig Simonian investigates the problems faced by luxury goods conglomerates in the current market F or years, equity analysts urged Johann Rupert to spin off tobacco and turn Richemont, the company he chairs and controls, into a “pure play” luxury goods group. In 2008, the independently-minded Mr Rupert finally took heed and returned Richemont’s stake in British American Tobacco to shareholders, leaving his group focused on Cartier jewellery, Montblanc pens and much else. Today, some of the same pundits are regretting the loss of those high and stable BAT dividends, as the world’s luxury goods industry struggles with its biggest challenges in decades. Demand has tumbled virtually across the globe with no clear sign of recovery. Manufacturers from LVMH Möet Hennessy Louis Vuitton, the world’s biggest luxury goods group, to Italy’s Bulgari, find themselves saddled with stubbornly high costs, leaving little room for manoeuvre. Even beauty has proved vulnerable, contrary to the common claim, as figures for L’Oréal and others show. On top of the market problems, the sector faces tough secular change. Globalisation has put a premium on size – but sheer mass risks diluting the exclusivity that is luxury groups’ key feature. The grim economic backdrop has also come just as some companies, notably in leather goods and fashion, face anxieties about ethics and environmentalism. Advocates of sustainability...
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...Executive Summary The purpose of this individual paper is to examine the success of Louis Vuitton (LV) in Japan, and identify the current phenomena in the market. Luxury is a business model of LV in accelerating Japanese consumers. It is followed by great execution of marketing principles in term of Product, Distribution, Promotion, and Price. However, the modern life of consumers has created change in their behavior. It has become a serious issue that challenges LV’s success in the future. In constructing this paper, a review of relevant journal, newspaper, academic publications, and online resources were used. Consumer behavior change is identified as a significant influence that challenges future performance of LV in the market. LV must seriously think on how to strategically maintain its competitive advantages in the market. This paper recommends LV to enhance its luxury existence in the heart of potential customers. It can be done through extensively enhancing customer relationship, and the main concept that should be implement is strategic alignment between its current marketing programs and Research & Design functions to support high quality production, which accommodate consumers’ expectations. Table of Contents EXECUTIVE SUMMARY………………………………………………………………………....i 1.Introduction ..................................................................................................................... 1...
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