The standardized formula for measuring price sensitivity is: Price Sensitivity = (Change in Quantity Purchased / Change in Price)*%. Example: In order to observe the price sensitivity, let us consider that, when Nestle apple nectar prices increase by 60%, the juice purchases fall with the figure of 25%. Using the mentioned formula we can easily calculate the price sensitivity for nestle apple nectar: Price Sensitivity = -25% / 60% = -0.42. Therefore, we can conclude that for every of the percentage with which the Nestle apple nectar price increases; it affects the purchase by almost more than half percentage.