Explain in more detail how exactly the measurement will take place
Original question: Can we use the concept of price elasticity to identify a brand's competitors? How would that work?
Your response: Yes, you can use the price elasticity concept to identify a brand's competitor. For example if you are a coffee drinker who likes to use a flavored cream as a complement. Let's say your favorite coffee creamer is International Delight's Hazelnut's liquid flavor, which charges a premium price. If for some reason you have found a product that yields the same satisfaction at a lower price, you can purchase generic substitute creamer with the same flavor, say in powder this time, at a cheaper price, and could last longer than your liquid brand creamer. So the percentage change in the quantity demanded of your brand coffee creamer will change as a result of a percentage in price of another close substitute.