Why might a higher average selling price (ASP) be detrimental to sales?

A higher average selling price (ASP) can indeed limit the number of potential buyers. When products are priced higher, they become less accessible to a broader audience. This is particularly significant in markets where consumers are price-sensitive or when there are substitute products available at lower prices. High ASP may deter customers who may otherwise have made a purchase, leading to a decrease in sales volume.

In consumer goods markets, for instance, if a product's ASP rises significantly, it may push potential buyers to seek alternatives that fit their budget. This impact can be more pronounced in industries that serve a large demographic, where even small increases in price can markedly reduce the customer base. Thus, while higher selling prices can reflect product quality or brand positioning, they also risk alienating a segment of consumers who cannot afford or are unwilling to pay the premium.