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Abstract
The aim of this research paper is to analyse the Italian pasta market with a specific
focus on the competitive strategies played by different brands. We applied a theoretical
approach to statistical data from preeminent sources. For each company, we calculated
an index in order to infer the price elasticity. From the results, we deduced that for
some of the companies analysed, the value assumed by the index has led to a cross price
elasticity rather than own price elasticity. For these companies, the economic results
are influenced mainly by the competitors’ price policies rather than from their own
price policies. That indicator η, whose calculation is straightforward, is able to relate
the variation of quantities sold to the variations of sales revenues. This is an index of
strength or vulnerability of each company that gives a measure of competition. The effectiveness
of the non-price strategies will be undoubtedly reflected on the parameter η.