What does price elasticity measure in category management?

Price elasticity measures the responsiveness of consumers to price changes. In the context of category management, it reflects how changes in the price of a product can affect consumer demand for that product. A product with high price elasticity will see significant changes in demand when its price is altered, indicating that consumers are sensitive to price fluctuations. Conversely, a product with low price elasticity demonstrates that demand remains relatively stable regardless of price changes, suggesting that consumers may consider it a necessity or have fewer alternatives available.

Understanding price elasticity is crucial for category managers as it informs pricing strategies and inventory decisions. By assessing how sensitive their target market is to price changes, managers can optimize their pricing to maximize sales and profitability.

In contrast, the other options focus on different aspects of category management that do not directly relate to price elasticity. For example, changes in product assortment or marketing strategies may influence consumer interest but do not specifically measure the impact of price on demand. Similarly, the consistency of pricing across different retailers addresses competitive pricing rather than responsiveness to price changes.