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Market demand refers to the total quantity of a product or service that all consumers in a market are willing and able to purchase at different price levels during a given period. It represents the aggregate demand of all individual buyers in a particular market. For new and small enterprises, understanding market demand is essential because it helps entrepreneurs estimate sales potential, identify customer needs, make production decisions, formulate pricing strategies, and reduce business risks. Market demand is dynamic and changes with variations in economic, social, technological, and competitive conditions. Accurate assessment of market demand enables businesses to allocate resources efficiently and develop products that satisfy consumer preferences. Several variables determine market demand. These variables influence the purchasing behavior of consumers and affect the overall demand for products and services. The price of the product is the most significant determinant of market demand. According to the law of demand, when the price of a product increases, the quantity demanded generally decreases, assuming all other factors remain constant. Conversely, when the price falls, consumers tend to purchase more of the product. Price sensitivity __________ ________ ___ ________ __________ ____ ______ ______.
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