Percentage change in price: (13,200 - 12,000) / 12,000 x 100 = 1,200 / 12,000, a price rise of 10% (an increase of 10%).
Percentage change in quantity demanded: (43,000 - 50,000) / 50,000 x 100 = -7,000 / 50,000, so sales fell by 14%, a fall of 14% in cartons sold.
Price elasticity of demand = % change in quantity / % change in price = -14% / 10%, an elasticity of -1.4. Ignoring the sign the coefficient of 1.4 is greater than 1, so demand is elastic: buyers respond more than proportionately to the price change.
Total revenue before: 50,000 x UGX 12,000 = UGX 600,000,000.
Total revenue after: 43,000 x UGX 13,200 = UGX 567,600,000.
Change in revenue: UGX 567,600,000 - UGX 600,000,000 = a fall of UGX 32,400,000 a month.
Advice: because demand is elastic, the price rise has cut revenue. Fewer cartons also mean lower variable costs, so the board should compare the cost saving with the lost revenue, but with so many competing brands the company should return to the original price, or a smaller rise, to win back shops.
📋 Objective: 2.1 (Concept of demand)