Price sensitivity is an important concept in the field of economics, marketing and consumer behavior. It is the sensitivity of the demand for a product or service to a change in its price. In other words, it is the degree to which a change in price affects the demand for a product. Consumers, businesses and investors are all affected by price changes, as this can determine what they buy, sell or invest in.

Price sensitivity is a key tool for marketers and companies to understand the amount of demand for their product in order to make strategic pricing decisions. A highly price-sensitive product is one that the demand for decreases with a significant increase in price- such products generally have a high price elasticity. On the other hand, a low price-sensitive product is one that has a low price elasticity- meaning that any change in price only slightly affects the demand for the product.

The concept of price sensitivity is important for companies to consider when setting prices for their products. Companies must determine the level at which their consumers are sensitive to changes in prices, as an insufficient adjustment may lead to lost sales. This is why it is important to consider a product's price elasticity in order to understand the potential impact a small rise in price could have.

It is also important to consider a product’s price sensitivity in relation to its competitors. If a product is more expensive than its competitors, it may be less price-sensitive than if it were the same price or cheaper than its competitors. It is important, therefore, to compare the price sensitivity of competing products to ensure that any price decision taken by a company is in its best interest.

Price sensitivity is also important from an investment perspective. Investors need to consider the impact that rising or falling prices can have on their investments. For example, rising prices for a particular commodity can indicate that the demand for that commodity is increasing, leading to potentially higher profits for investors.

Overall, it is clear that price sensitivity is a key tool for both companies and investors to better understand the potential impact of changes in a product's price. A good understanding of price elasticity can help companies make more informed decisions on pricing their products, while investors can use it to understand how changes in prices can affect their investments.