ELASTICITY OF DEMAND INTRODUCTION Elasticity is a measure of a variable's sensitivity to a change in another variable, most commonly this sensitivity is the change in quantity demanded relative to changes in other factors, such as price. In business and economics, price elasticity refers to the degree to which individuals, consumers, or producers change their demand or the amount supplied in response to price or income changes. It is predominantly used to assess the change in consumer demand as a result of a change in a good or service's price. When the value of elasticity is greater than 1.0, it suggests that the demand for the good or service is more than proportionally affected by the change in its price. A value that is less than 1.0 suggests that the demand is relatively insensitive to price, or inelastic. Inelastic means that when the price goes up, consumers’ buying habits stay about the same, and when the price goes down, consumers’ buyi...