For the consumer, purchasing a can of common table salt is a small expense with limited consumption. Demand will not increase much as income increases. If the price of salt decreased, the quantity demanded would not increase dramatically since a person can only consume a certain amount of salt. This suggests inelastic demand. By applying consumer choice theory and marginal analysis to a college class, the student is presented with a number of alternatives. These are based on degree programs, location, size and cost. The price of this final product (college education) is inelastic in nature due to the high cost to the consumer. Low-income consumers are limited in choice and alternatives. Again, this suggests inelastic demand. (Gobry, PE.