When consumers are brand loyal, the term inelasticity of demand is often used.This means that

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Inelasticity of demand means that consumers are less sensitive to price increases for a brand they like. This is often the case with brand loyal consumers, who are willing to pay a premium price for their preferred brand and are less likely to switch to a cheaper alternative even if the price of their preferred brand increases.

When Consumers Are Brand Loyal, the Term Inelasticity of Demand