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Under perfect competition, the industry is defied as a group of firms producing a homogeneous product. The technical characteristics of the product as well as the services associated with its sale and delivery are identical. Hence there is no way in which a buyer could differentiate among the products of different firms. If the product were differentiated the firm would have some discretion in setting its price. So the firm is a price taker and its demand curve is infinitely elastic.

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Q: Why is the price elasticity of the demand curve of an individual firm in perfect competition is always infinite?
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