What characteristic affects product price sensitivity when there’s low differentiation?

When there is low differentiation among products, one of the key characteristics that affects price sensitivity is the easy comparability of products. In markets where products are similar and customers find it easy to compare them, such as in commodity markets, consumers tend to be more price-sensitive. This means that a small difference in price can lead to significant changes in consumer purchasing behavior, as customers will generally opt for the cheaper alternative when quality and features are alike.

In this context, easy comparability encourages consumers to make decisions based primarily on price since the perceived value and differentiation between choices are minimal. As a result, businesses in such markets often engage in competitive pricing strategies to attract customers, which further highlights the importance of price sensitivity in low differentiation scenarios.