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Theory of Consumer Behaviour.
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Presented by:
RAVI MUCHHAL
PGDM 1st trimester
Doon Business School
1Ravi Muchhal (R)
Each consumer has to face the problem of multiplicity of wants and limited
income.
In such state of affairs it is the desire of each consumer to maximize his
satisfaction in the presence of income constraint.
Whenever a consumer maximizes his satisfaction, he is satisfied with his
spending pattern, does not have any tendency to change his style of
expenditure, he is said to be in equilibrium in economics.
2Ravi Muchhal (R)
(1) The satisfaction or utility can be measured into numbers. E.g. If a
consumer drinks a glass of milk, the satisfaction he derives from that glass
of milk can be represented into number like 1,2,4,5 etc.
It is the view of the economist that the satisfaction or utility is a cardinally
measureable quantity as length, weight and volume.
Therefore they accepted the existence of unit of measurement of utility
called “util”.
They believed that each consumer has a utilometer to measure the utility
into numbers when a consumer uses that units of a good.
3Ravi Muchhal (R)
(2) Utility depends upon the units of one good which a consumer is
consuming. In other words utilities are independently determined as U=f(Q).
Where “U” stands for utility, while “Q” represents the units of the particular
good which a consumer is consuming.
Moreover, the utilities from different goods can be added. It shows by
additive utility function. U = U1(Q1) + U2(Q2)+....+Un(Qn)
Where U1, U2 are the utilities of commodity no. 1,2 etc, which are included
in the bundle or basket of goods which a consumer is purchasing. While
Q1, Q2 are the number of commodities.
4Ravi Muchhal (R)
(3) The behaviour of all consumers remain a like. This means that what is
the behaviour of a representative consumer, the same is the behaviour of
rest of consumers during the consumption.
(4) Consumer is rational i.e. He is well aware of with his income and prices
of the good in the market.
(5) The money is a measure which is employed to measure the utility of the
goods and service. And there is no change in the marginal (extra) utility of
the money, it means that marginal utility of the goods may change while the
marginal utility of money remain the same.
5Ravi Muchhal (R)
Before we explain this law, we clarify the meanings of utility and marginal
utility.
By utility we mean, the power of a good to satisfy human want. i.e. The
water has a power to quench one’s thirst. For our discussion, by utility we
mean “The satisfaction”.
As we discussed above that utility or satisfaction depends upon the units of
a particular good. It is as: U= f(Q) or TU=f(Q). This is called utility or total
utility function.
By “Marginal utility” we mean the net change in total utility by having
consumed an additional unit of a commodity.
6Ravi Muchhal (R)
For example a consumer is using the units of apple, if the total utility of 1st
apple is 10 units while the total utility goes to 18 units if he uses the two
apples, then the net change in total utility or marginal utility is 8.
MU is the derivative of total utility function or it is the slope of TU curve, it is
as: U = f(Q).
Then its derivative will be MU = dU/dQ.
Now we introduce “Law of DMU”. This law is based upon a common reality
of life, “The more we have of any commodity, the desire to get any more of
it decreases”.
7Ravi Muchhal (R)
“When a consumer goes on to use the units of good, the total utility derived
from the units of good increases at a decreasing rate.
In other words “along with successive and continuous use of any
commodity the marginal utility derived from the units of the commodity goes
on to fall”.
From the definition we deduce the following:
I. Along with increase in use of any commodity, TU increases at a decreasing rate, hence MU
decreases.
II. When the total utility reaches maximum , MU becomes zero. This situation is called point of
saturation.
III. When total utility itself falls, MU becomes negative.
8Ravi Muchhal (R)
9Ravi Muchhal (R)
I. There should be a continuous use of the commodity which a consumer is
consuming.
II. All the units of the commodity in use must be similar.
III. The units of good must be a of a suitable amount.
IV. The taste of consumer should remain the same.
V. The income of the consumer should not change.
10Ravi Muchhal (R)
According to law of equi. Marginal utility; “ A consumer is in equilibrium
when he spends his money income on different goods in such a way that
MU of the last units of money spent on each good is equal”.
This is explained with the help of a schedule and diagram. We assume that
a consumer has 5 rupees which he has to spend on two goods like “X” and
“Y”. The MU of different units of money are assumed as:
Units of Money
Mux Units of Money
Muy
1 16 1 14
2 12 2 10
3 10 3 6
4 8 4 4
5 6 5 2
11Ravi Muchhal (R)
When a consumer decided to spend his 1st unit of money whether this will
go for good x or for good y. Obviously it will go for good x because here he
gets 16 utils.
While he get 14 utils if he spends it on good y. Then 2nd rupee will be spend
on good y because spending it on y yields 14 utils while spending it on x
yields 12 utils.
The 3rd rupee will be spent on x, because 12>10. The 4th rupee will be
spent on y and 5th will be spent on x yielding the 10 utils each.
In this way out of 5 rupee, 3 rupee will be spend on good x and the
remaining 2 rupee will be spend on good y. By such arrangements the MU
of the last rupee spent on each good has equalized as 10=10.
12Ravi Muchhal (R)
Now we prove here that how this situation leads to maximization of
satisfaction.
Total satisfaction or total marginal utility when 3 rupee are spent on good x:
16+12+10 = 38.
Total satisfaction or total marginal utility when the remaining 2 rupees are
spent on good y: 14+10 = 24.
Total satisfaction or total marginal utility of 5 rupees: 38+24=62.
We assume that if the consumer plans to spend 4 rupee on x and remaining
1 rupee on y. This situation will not equate MU of the last unit of money
spent on each good.
13Ravi Muchhal (R)
14Ravi Muchhal (R)
“An indifference curve is a curve which shows difference combinations of
two commodities like x and y which give a consumer an equal satisfaction”.
“An IC shows different bundles of two goods like x and y amongst which
consumer remains indifferent because of all such bundles yield a specific
level of utility”.
“An indifference curve is the locus of all points in the commodity space that
are equally attractive to the consumer”. That is the consumer is indifferent
between any two commodity bundles (points) that lie on the same IC curve.
U = f(x,y) = k
15Ravi Muchhal (R)
Bundlesz Commodity x Commodity y MRSxy = dy/dx
A 1 11
B 2 8 3/1 = 3
C 3 6 2/1 = 2
D 4 5 1/1 = 1
E 5 4.5 0.5/1 = 1/2
16Ravi Muchhal (R)
While the pairs giving less satisfaction to the consumer will lie below these
combinations or below this IC – all such is shown with the help of
indifference map.
Marginal rate of substitution MRSxy = dY/dx
Simply the rate of exchange between two commodities x and y is called
MRS. In proper words by “MRSxy we mean how many units of commodity
y the consumer has to forego to get an additional unit of commodity x while
the new combination of commodity x and y yields the same level of
satisfaction”.
Reference our previous schedule we see that as consumer moves from pair
A to pair B, he losses 3 units of y for an additional unit of x. Accordingly,
marginal rate of substitution of x for y is 3.
17Ravi Muchhal (R)
MRS is also known as slope of an IC.
If we observe the indifference schedule and indifference curve, we find that
MRS goes on to fall. Such tendency of falling MRS is known as “Principle of
DMRS” between x and y.
It is well evident fact that as a consumer has more and more of any
commodity his desire to get any more of it decreases because of an
application of law of diminishing marginal utility.
18Ravi Muchhal (R)
19Ravi Muchhal (R)
An IC shows different combinations of two goods x and y which yield and equal level of satisfaction. Now the question is this which combinations of two goods a consumer can afford to purchase.
This is concerned with the budget constraint line, price line or budget line of the consumer. It is defined as:
“Budget line is a curve which shows different combinations of two goods like x and y which a consumer can purchase, while the consumer’s income, price of x and price of y are given”.
It is as: xPx + yPy = I
Where x represents x commodity, Px is price of x, y represents y commodity and Py is the price of y while I is the income of the consumer.
20Ravi Muchhal (R)
Y = I/Py – Px/Py (x).
Now by assuming different values of x, we can find the values of y and then
putting such values of x and y in the budget constraint equation, the
expenditure of the consumer will become equal to the fixed given income of
the consumer.
We suppose I = 10, Px = 2 and Py = 1. If x = 0,1,2,3,4,5. plotting values.
Pairs
X Y xPx + yPy = I
A 0 10 0(2) + 10(1) = 10
B 1 8 1(2) + 8(1) = 10
C 2 6 2(2) + 6(1) = 10
D 3 4 3(2) + 4(1) = 10
E 4 2 4(2) + 2(1) = 10
F 5 0 5(2) + 0(1) = 10
21Ravi Muchhal (R)
The BL depends upon only two elements: the consumer’s money income (I)
and commodity prices (Px and Py). When either of these two elements
changes, the BL shifts to a new position. However the BL remains totally
unaffacted by a particular change: a proportional increase or decrease in
money income and all commodity prices. Such a change leaves horizontal
and vertical axis intercepts of the BL same.
22Ravi Muchhal (R)