A specific instance of price elasticity of demand, this concept describes a situation where the percentage change in quantity demanded is exactly equal to the percentage change in price. This proportionality results in a coefficient of elasticity equal to one. For example, a 10% decrease in price leads to a 10% increase in quantity demanded, maintaining a constant total revenue.
Understanding this specific level of elasticity is crucial for businesses because it identifies the price point at which total revenue is maximized. Raising prices above this point will decrease revenue, as the reduction in quantity demanded will outweigh the price increase. Conversely, lowering prices below this point will also decrease revenue, as the increase in quantity demanded will not compensate for the price decrease. Historically, firms have invested significant resources in market research to identify this optimal price level for their goods and services.