THEORY OF “DEMAND”

INTRODUCTION• How much to produce and what price

to charge?• Factors determining demand for a

product.• Explores the relationship between

price and demand for a product.• Examines likely impact of the potential

factors that influence its demand.

WHAT IS DEMAND?The quantity of a product consumers are willing and able to buy at different prices in a specified time period.

Types of Demand-Direct and derived demands

-Individual and market demand

DETERMINANTS OF DEMAND

• Price of Product• Income of Consumer• Price of Related Good• Tastes and Preferences• Advertising• Consumer’s expectation of future Income and Price• Growth of Economy• Seasonal conditions• Population

DEMAND SCHEDULE• It shows the price and output relationship.• Tabular representation of price and demand.

DEMAND CURVE

• The geometrical representation of demand schedule is called the demand curve.

LAW OF DEMAND

• As the price of a good rises, quantity demanded of that good falls.

• As the price of a good falls, quantity demanded of that good rises.

• Ceteris paribus.

DEMAND FUNCTION• When we express the relationship between demand

and its determinant mathematically, the relationship is known as demand function.

• The demand for product X can be written in functional form as-

Qd= f (Px, Y, Po, T, A, Ef, N )

CHANGE IN DEMAND VS. CHANGE IN QUANTITY DEMANDED

• A shift of the entire demand curve to a new position is called change in demand.

• Changes in non-price determinants of demand.

QUANTITY DEMANDED• Fluctuations in price, another determinant of demand,

cause movement along the demand curve.

Why the demand curve slope downwards?

• Law of diminishing marginal utility.• Income effect.• Substitution effect.• New consumers.• Multiple use of commodity.

ELASTICITY OF DEMAND• Elasticity of demand is defined as the responsiveness of the

quantity of a good to changes in one of the variables on which demand depends-

Price of the commodity Income of the Consumer Various other factor

DEFINATION-’’The elasticity of demand measures the response of the demand for the commodity to change in price”.

PRICE ELASTICITY OF DEMAND

/

/P

Q Q Q PE

P P P Q

Point Definition

Perfectly Inelastic Demand: Elasticity Equals 0 city of Demand

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$5

4

Quantity

Demand

1000

1. Anincreasein price . . .

2. . . . leaves the quantity demanded unchanged.

Price

Inelastic Demand: Elasticity Is Less Than 1

Quantity0

$5

90

Demand1. A 22%increasein price . . .

Price

2. . . . leads to an 11% decrease in quantity demanded.

4

100

Unit Elastic Demand: Elasticity Equals 1

Copyright©2003 Southwestern/Thomson Learning

2. . . . leads to a 22% decrease in quantity demanded.

Quantity

4

1000

Price

$5

80

1. A 22%increasein price . . .

Demand

Elastic Demand: Elasticity Is Greater Than 1

Demand

Quantity

4

1000

Price

$5

50

1. A 22%increasein price . . .

2. . . . leads to a 67% decrease in quantity demanded.

Perfectly Elastic Demand: Elasticity Equals Infinity

Quantity0

Price

$4 Demand

2. At exactly $4,consumers willbuy any quantity.

1. At any priceabove $4, quantitydemanded is zero.

3. At a price below $4,quantity demanded is infinite.