Selgitan ka mõistet hinnatundlikkus (price sensitivity) - see on tarbija tundlikkus hinnamuutustele ja konkureerivate toodete hinnavahedele. Näitab, kui suur on hinna mõju tarbija ostuotsustusele. Varieerub erinevate tootegruppide, erinevate sihtgruppide kui ka erinevate ostusituatsioonide vahel.
... it is necessary to ensure that all consumers are able to acquire meat and foodstuffs derived therefrom under the same conditions of supply and that those products correspond as closely as possible to their concerns and expectations; whereas, given consumer sensitivity, this can only bring about an increase in the consumption of the products in question ...
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