The quantity of goods or services customers are willing and able to purchase at various prices during a defined period. Demand forecasting is critical for [warehouse](/slownik/warehouse-storage-costs) capacity planning.
Technical Characteristics
Measurement: units, volume, value depending on product and market
Variability: fluctuates with economic conditions, seasonality, marketing activities, competition
Patterns: trend, seasonality, cyclical, random components in forecasting
Elasticity: price sensitivity indicating demand responsiveness to price changes
Forecasting: quantitative and qualitative methods used for planning
Impact: drives inventory levels, staffing, capital [investment](/slownik/investment-credit) requirements
Common Problems
Forecast inaccuracy causing stockouts or excess inventory
Solution: improve forecasting methods, collaborate with customers, use rolling forecasts.
Structural demand shift from new technologies or market changes
Solution: monitor market trends, adapt product and service offerings proactively.