The effect of substitution arises when the changes in price and consumer incentives influence their consumption of goods that can be utilized in a place other than the other whose price has increased. Substitute goods such as Domino’s and Pizza Hut can be consumed in place of each other. When the price of Pizza Hut falls while the price of Domino’s remain the same at a constant consumer income, demand of Pizza Hut is likely to increase as most consumers would prefer Pizza Hut to Domino’s whose price would be relatively higher than Pizza Hut. The Demand of Domino’s will decrease.
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