(quantity customers are prepared to buy at a given price)
factors that affect demand
· price - most important factor, customers won't buy a product if it's too expensive
· income levels - when a customer's income levels go up, so does their ability to purchase
· customer preferences + tastes - customers can be persuaded by advertisement
· competition - competition may have lower prices and better quality products
· fashion - products always come "in" and "out"
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