Every product at some point in time sees some ups and downs due to many reasons such as economic factors, demand, supply, etc…
When the product no longer remains desirable, for example, due to price hikes, people tend to switch to a substitute product with similar features. This phenomenon is known as the substitution effect.
It is an important measure for businesses that study customer behavior and understand market dynamics. Understanding the substitution effect helps businesses make decisions on pricing, product mix, and other marketing activities.
What is the Substitution Effect?
The substitution effect refers to a shift in consumer behavior, where they opt for less expensive alternatives when the price of a preferred product rises.
This phenomenon occurs when the consumer’s income remains constant, and the price of a product or service increases. It is most noticeable with products that have close substitutes available in the market.
However, an increase in consumer spending power can reduce the substitution effect as consumers may choose to continue purchasing the more expensive product despite the presence of cheaper alternatives.
This concept plays a significant role in shaping market dynamics and consumer purchase patterns.
How Substitution Effect Works
In simple words, the substitution effect is when the consumer, due to a rise in the price of a product or service, switches to other alternatives that are available in the market.
If the buyer’s income remains the same, they may choose to switch to a cheaper alternative. This is the core of the substitution effect – the change in demand for a product due to a change in its price relative to other products.
For instance, consider two similar brands of coffee – Brand A and Brand B.
If the price of Brand A increases while the price of Brand B stays the same, consumers might start buying more of Brand B. This is because Brand B becomes relatively cheaper than Brand A, making it a more attractive option for the consumer.
However, the strength of the substitution effect largely depends on the availability of close substitutes. If products are unique with no close alternatives, consumers might continue buying them despite price increases.
Interestingly, the substitution effect can be offset if there’s an increase in consumer spending power. If consumers have more money to spend, they might not switch to cheaper alternatives even if the price of their preferred product rises.
Examples of The Substitution Effect
Examples of the substitution effect can be seen in every industry but it’s mostly prevalent in industries where products have close substitutes.
For example, when the price of petrol increases, people tend to switch to public transport or electric vehicles as alternatives. Similarly, when the cost of air travel rises, people choose to take trains instead.
Another good example would be the food industry – for example, if the price of beef increases, people tend to switch to chicken or fish as an alternative.
Conclusion
Overall, the substitution effect is a powerful concept that not only helps consumers save money but also affects businesses and market dynamics in a big way. Businesses need to understand the strength of this effect and make decisions accordingly. Understanding the different aspects of consumer behavior can help companies create better strategies and increase their sales.
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