information:highlighting
Imperfect substitutes

Imperfect substitutes have a low cross-elasticity of demand. If two brands of cereal have the same prices before one's price is raised, we can expect sales to fall for that brand. However, sales will not raise by the same amount for the other brand, as there are many types of cereal that are equally substitutable for the brand which has raised its price; consumer preferences determine which brands pick up their losses.