Consumers frequently select cereal brands as instances of elastic products. It's logical to assume that if the price of a certain brand of cereal increased considerably, people would stop buying it, especially if the pricing other comparable items remained unchanged. In contrast, if this same brand of cereals had a significant price reduction, we'd expect more people to buy it, given its quality is comparable to peers and we aren't in the midst of a major recession.
The removal of tax incentives will result in a fall in cereal brand output at a given level of demand. The equilibrium price will rise and the equilibrium quantity will shrink, as indicated above.
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