The Swiss chocolate maker adjusts its strategy in response to weaker demand after its price rises.
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Scooped by
Graham Watson
onto Microeconomics: IB Economics July 21, 1:47 PM
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This article looks at the relationship between price, quantity demanded and total revenue, allowing the application of the concept of price elasticity of demand to be thought about.
If "more price-sensitive and mature markets such as Germany, Switzerland and the UK" which constitute some of Lindt's largest markets see a more than proportionate decrease in quantity demanded then total revenue in these markets will fall.
However, be careful - it's not "ceteris paribus" - the article also states that "sales of Lindt chocolate in airports decreased 'due to ongoing conflicts in the Middle East, and therefore declining passenger traffic"'." Thus, demand fell as the price of chocolate rose.