The soda pop product category has intense competition. If Pepsi increased the price of their cola, their customers may chose to buy an alternative product instead of the Pepsi. This illustrates which concept? The soda pop product category has intense competition. If Pepsi increased the price of their cola, their customers may chose to buy an alternative product instead of the Pepsi. This illustrates which concept? Cross-price effect Substitution effect Break-even point Target return effect Income effect