Price Response - Cannibalistic Graph
The Price Response - Cannibalistic graph shows price responses at the category level (changes in Unit Volume, Revenue, or Profit of the category) divided by the average unit volume of the item currently selected.
The price responses of the category are calculated using a cannibalistic model. For example, a price increase of one product, causing a volume decrease of 1,000 units of that product, would lead to a volume increase in other products within the same Demand Group (cannibalization effect). The net volume loss within the category would be less than 1,000 items because of this cannibalization effect. The Cannibalistic graph is intended to provide a qualitative understanding of how price changes of a given product affect the overall category.
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This graph is only visible if you select the category, UPC level in the Category drop-down menu.
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