DEMAND FUNCTION Demand function:- In the formal economic theory of demand, the decision – making of the household is explained by the theory of consumer behavior. The nature of demand reflects the extent of market. For a business firm, which is basically a production-cum sale unit, demand analysis helps in sale forecasting, and profit planning. The study of demand behavior also helps business management in deciding a new product policy, adut. policy. Meaning of demand:- Demand is defined as the quantities of a product which a consumer is not only desiring to purchase and able to purchase but is also ready to purchase at given prices at a given point of time. It indicates how much quantities of commodity will be demanded at its different prices.
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DEMAND FUNCTION
Demand function:-
In the formal economic theory of demand, the decision – making of the
household is explained by the theory of consumer behavior.
The nature of demand reflects the extent of market. For a business firm,
which is basically a production-cum sale unit, demand analysis helps in sale
forecasting, and profit planning. The study of demand behavior also helps
business management in deciding a new product policy, adut. policy.
Meaning of demand:-
Demand is defined as the quantities of a product which a consumer is not
only desiring to purchase and able to purchase but is also ready to purchase
at given prices at a given point of time. It indicates how much quantities of
commodity will be demanded at its different prices.
Definition:-
In the words of Forguson “ demand refers to the quantities of a commodity
that the consumers are able & willing to buy at each possible price during a
given period of time, other things buy equal”.
There are five constituents of demand:-
1. Desire for a things.
2. Money to satisfy the desire.
3. Willingness to spend the money.
4. Relationship of the price & the quantity of the commodity demanded.
5. Relationship of time & the quantity of the commodity demanded.
Law of Demand
Law of Demand
Law of Demand statis, that other things being equal, the demand for a good
extends with a fall in price and contracts with a rise in price. There is an
inverse relationship between price of the commodity and its quantity
demanded.
Definition:-
According to samuelson, “ Law of demand states that people will buy more
at lower prices & buy less at higher prices, ceteris paribus, or other things
remaining the same.
The chief characteristics of the law of demand are as follows:-
1. Inverse Relationship:-
The relationship between price & quantity demanded is inverse. That
is, if the price rises demand falls & if the price falls, the demand goes
up.
2. Price an independent variable & demand a dependent variable
Under the law of demand, it is the effect of price on demand which is
examined, and not the effect of demand on price. When demand rises,
the price would rise and when demand falls, the price would falls.
But the law of demand doesn’t concern with this kind of behavior or
phenomenon. In other words, in the law of demand, price is regarded as
an independent variable & demand a dependent variable.
3. Other things Remaining the same:-
The law of demand assumes that other things remain the same, in
other words there should be no change in other factors influencing
demand except price. If however, any one or more of the other factors,
say income, price of the substitutes consumer’s tastes and preferences,
adversity outlays etc. vary the demand may rise, inspire of a rise in
price or alternatively, the demand may fall inspire of fall in price.
4. Direction of Change:-
The law of demand is a qualitative statement, it tells the direction of
change in demand consequent upon the change in the price. It doesn’t
tell the degree of change.
5. Related with time:-
The law of demand is related with a point of time say a day or a week
or a month or a year or for that matter of a decade.
Assumptions:-
Law of demand holds good when “others things remains the same”. It means
factor influency demand, other than price, are assumed to be constant. These
may be explained with the help of following demand function:-
Dx = f ( Px, Pr, Y T, E)
Here Dx = Demand for commodity
Px = Price of commodity
Pr = Price of other (related goods)
Y = Income of the consumer
T = Tastes
E = Expectations of consumer
Assumptions of the law of demand are that all the determinants of demand
other than the Px remain unchanged. In detail these are that:
1. There should be no change in the price of related goods.
2. There should be no change in the income of the consumer.
3. There should be no change in the tastes & preferences of consumer.
(T)
4. The consumer doesn’t expect any change in the prices of the
commodity in the near future. (E)
5. There is no change in size, age composition & sex- ratio of
population.
6. There is a no change in the range of goods available to consumers..
7. There is no change in the distribution of & wealth of the commodity.
8. there is no change in government policy ‘i.e’ no change in taxes.
9. There is no change in weather conditions.
Explanation of Law Of Demand:-
According to law of Demand there is an Inverse relationship between
price & demand for a commodity law of demand for a commodity law of
demand simply the directions of
Change in demand as a result of change in price. The law is explained with
help of demand Schedule & dem---------and Curve.
Demand Schedule:-
In the words of Mc Connell,” Demand Schedule is a Table that Shows
different Prices of a good & the Quantity of that good demanded at each of
these prices. It has two aspects.
(1) Individual Demand Schedule.
(2) Market Demand Schedule.
1. Individual Demand Schedule:-
Individual Demand Schedule is defined as the table which shows quantities
commodity which an individual consumer will buy at all possible prices at a
given time. Take the ex of Table A.
Individual Demand Schedule
Price (Per unit) Quantity Demanded
(in units) (Units)
1 4
2 3
3 2
4 1
It is from the above schedule that as the price of ice-cream increases, the
demand tends to contract. When price of an ice-cream is Rs.1.00 demand is
for 4 units & when price goes up to Rs.4.00 contract to 1 unit only.
Market Demand Schedule:-
In the words of Leibhafsky, “Market demand schedule is defined as the
quantities of given commodity which all consumers will buy at all possible
prices at a given moment of time.” In every market there are many
consumers of commodity e.g. sugar. The schedule indicating the quantity
demanded by all the consumer of a commodity collectively at different
prices is called Market demand schedule.
Table-2 Market demand schedule.
Price of commodity demand of A B Market Demand
1 4 5 4+5=9
2 3 4 3+4=7
3 2 3 2+3=5
4 1 2 1+2=3
Above schedule indicates that when price of ‘X’ is Rs.1.00 per unit, demand
of ‘A’ is for 4 units & that of ‘B’ is for 5 units. Thus, the market demand is
for 9 units. As the prices rise to Rs.2.00 per unit the market demand comes
down to 7 units & so on.
Demand Curve:-
The demand curve is a graphic presentation of a demand schedule. In the
words of left “The demand curve represents the maximum quantities per unit
of time that consumer will take at various prices like demand schedule,
demand curve can be
(1) Individual Demand Curve.
(2) Market Demand Curve.
(1) Individual Demand Curve:-
Individual demand curve is a curve that shows different quantities of a
commodity demanded by an individual consumer. Fig 1 indicates individual
demand curve. On OX-Axis is shown Quantity Demanded and on 0 %
AXIS, the price. DD is demand curve. Each point on the demand curve
presents relation between price & demand.
At a price of 4 per unit ,demand is for 1 unit & at a piece of Rs 1.00 per unit,
demand is for4 units, the demand curve stops down works from left it light,
meaning there by that when piece is high demand is low & when piece is
low demand is light.
Market Demand Curse:-
Market demand curve is a curve that represents the aggregate demand of all
the consumers in the market at different price of a particular commodity. It
is horizontal summation of individual demand curve. Take the example of
Table2.
Above Indicator that when piece of 10 is Rs. 1per unit, demand of A is for 4
unit and that of B’is for 5 unit. Then the market demand is for 9 unit. As the
piece rise to 2.00 per unit the market demand comes down to 7 units and so
on.
Why does Demand Curve & Lopes down word?
Law of diminishing Marginal utility A consumer demand a commodity
because it has utility consumer is satisfied with 1 unit but if the price is low
then consumer’s demand will Increase law of diminishing marginal utility
refers to the phenomenon where by the
Marginal utility of any good is purchased.
Marginal utility is the addition made to total utility by consuming one more
unit of commodity. A consumer will buy an additional unit of commodity to
previous unit. A consumer will stop his purchase at that point where the
marginal utility of the commodity is equal to the price paid for it.
Price = Marginal Utility
Relationship between the law of demand and law of diminishing marginal
utility expeained with the help of following schead:-
Utility Schedule
Units of Ice –cream Marginal utility
(Measures in tems of rupes )
1 8
2 6
3 4
4 2
If price of ice –cream is Rs-4per unit the consumer will bay 3 units
corresponding to the equal between marginal utility and price. Like wise, if
the price becomes Rs.6 per unit ,2 unit of ice- cream will be purchased so
that marginal utility and price are equal to each other and so on .Low of
diminishing marginal utility then is the basis of the Low of Demand.
Algebraic Explanation:
With a view to maximizing his satisfaction from a given income, consumer
spend his income a given income , the consumer spend his income across
different goods is accordance with following equation :
MU1 = MU2 = -------------- MUn
P1 P2 Pn
MU1 refers to marginal utility of commodity –1 per unit of the money P1
Spent on this commodity likewise MU2 , refers to marginal utility of P2
Commodity –2 per unit of the money spent can this commodity. Equation of consumer’s equilibrium.
If P1 = 4 MU1=20
20 = 5 4 P2 = 5 25 = 5 5
MU2 = 25
It will be equal on that price where P = MU
2. Income Effect:-
Income effect is the effect that a change in person’s real Income caused by
change in the price of a commodity has on the quantity of that commodity.
Example:- Suppose our income is Rs.15 per day . we want to buy apples
whose price is Rs.5 per Kg. It means with our fixed income of Rs.15 we can
buy 3 kg of apples in case , the price of apple s comes down to Rs.3 per Kg.
then after buying 3 kg of apples we will left with Rs. 6. It means our real
income increase. This may be spent on buying 2 more Kg. of apples. Thus,
fall in price causes increases in real Income & so extension in demand &
vice-versa.
3. Substitution effects:-
The Substitution effect is the effect that change in relative prices of
Substitutes goods has on the Quantity demanded. Substitutes are goods that
can be used in place of each other for ex- tea & coffee, coca-cola & Pepsi
cola are substitutes.
Tea & Coffee are Substitutes of each other. If price of tea goes down, the
consumers may Substitute Tea for coffee, although price of coffee remains
the same. Thus demand for Tea extends due to its becoming less expensive
because of a fall in price. Contract to it, if the price of tea goes up the
consumer will substitute relatively less expensive coffee for the which is
now relatively more expensive. Consequently , the demand for tea contracts.
4. Different Uses:-
Some goods have more than one uses. Milk for example, may be used for
drinking and for making cured and cheese. At its very high prices, an
individual consumer may buy milk only for drinking, but at the reduced
price more milk may be bought for making cured & cheese as well. Thus,
the demand for commodity with alternatives uses tends to extend consequent
upon the fall in their prices.
Size of Consumer Groups:-
When the price of a commodity falls, then many consumers, who are unable
to buy that commodity at its previous price, come forward to buy it. The
market demand goes up.
For Example :- When the price of apple is Rs.30.00 per kg then handful of
consumers buy it. The demand is limited. As the price comes down to Rs.
15.00 Per kg. Then many consumers are willing to buy apples at this new
favourable price. The total demand for apples goes up. Change in price
causes change in the size of consumer group affecting change in total
demand.
Exceptions to the Law of Demand or Exceptional Demand Curve:-
There are some exceptions to the law of demand. It means there are some
commodity whose demand extends when price rises and contracts when
price falls. Demand curve of such commodities slopes upwards from left to
right. It is called positive slope.
(1) Articles of Distinction or Vebelen goods.
(2) Ignorance
(3)Giffen Goods
(4) Expectation of rise or fall in price in future
(5) Consumer’s Psychological Bias or illusion.
(6) Necessaries of Life.
(7) Commodities with special brand & Trade Mark
(8) War & emergency
(9) Small past of total expenditure.
(1) Articles of Distinction or Vebelen Goods:-
Valuable goods (named after American Economist T.Vebelen) are articles of
distinction or Luxury goods like Jewellery, original works of Art by great
Artists.
Articles of distinction according to vebelen, command more demand when
their prices are high. Diamonds, gems and costly carpets etc. will have more
demand when their prices are high. In case, their prices go down they no
longer remain articles of distinction and so have less demand.
(2) Ignorance :-
Many a time, consumers out of sheer ignorance or poor judgement consider
a commodity to be of low quality if its price is low & of high quality if its
price is high. Behham gave an interesting example:- Before world war II an
Illustrated book was published in U.K. & Priced at 10 $. But it could not
attract many buyers. Another edition of the same book was published after
world war II & this was published after World War II & this time it was
priced 3 and ten shillings which was higher than previous price.
(3) Giffen Goods :-
Giffen goods (named after the nineteenth century economist Sir Robert
Giffen ) are those inferior goods whose demand fall when their price falls so
that the law of demand doesn’t hold good. For example, Bajra is an Inferior
good for a consumer ordinarily. As the price Bajra Falls, real income of the
consumer rises. With increased real income a consumer may, demand more
of ‘wheat’ and thus his demand for ‘Bajra’ may fall. In this way, fall in the
price of inferior goods is accomplished by fall in their demand and vice-
versa.
(4) Expectation of rise or fall in price in future :-
If prices are likely to rise more in future then even at the existing higher
prices people may demand more units of the commodity in the present.
Contrily, if prices are likely to fall further in the future then even at the
existing lower prices people may demand less units of the commodity in the
present, in the hope of buying more in the future . This situation renders the
slope of demand curve positive. However, this exception to the law of
demand holds goods only if it has earlier not been specified as assumption of
the law.
(5) Consumer’s Psychological Bias or Illusion:-
When the consumer is wrongly biased against the quality of a commodity
with the price change, he may contract his demand for that commodity with
a fall in price, sometimes sophisticated consumers do not buy when there is
a stock clearance sale at reduced prices, thinking that the goods may be of
bad quality.
(6) Necessaries of Life:-
Those goods which are necessaries of life such as wheat , gas ,rise, salt,
kerosene oil, sugar are not affected by the application of the law .Whatever
may be the price, consumers, have no option but to buy it.
(7) Commodity with special Brand & trade mark:-
If a consumer is in the habit of consuming a commodity having a special
brand or trade mark, the consumer will buy the same commodity even if its
price is raised. How ever a very high price of the same commodity can affect
the demand for the same. For example, consumers using lipton tea or
Nescafe office or Reynolds Pen or Maruti Car or colgate tooth paste, will go
on consuming these goods will the rise in the price of these goods will not
affect their Demand. Thus, the law of demand will not apply.
(8) War or Emergency:-
During war or emergency, there is always a fear of the shortage of the
availability of goods, thus the consumers try to pile up the stock of goods,
however the price may rise. The low will not apply in such circumstances,
but this is not the real exception to the law.
(9) Small part of total expenditure:-
The commodity on which a very small part of the total expenditure is
incurred e.g. post card, salt etc. The law will not operate because of change
in the price of such items.
Market Research & Law of Demand:-
Market research consists of consumer Surveys, i.e. Studies of buyer’s
motives, attitudes, preferences and purchasing habits. Information is
gathered from personal interviews and mailed questions and the same is
supplemented by indirect study such as interviews with market observers.
Who study the behavior of the buyer thought observation. When Such
Surveys are studied, They throw light on the Characteristics of demand for
various products. It Can bring about the sharpening of marketing targets,
Improvements of distribution methods & adoption of Sales improvement
techniques.
When the producers increased their prices, they found that Sales
increased very Significantly. One researcher found that many consumers feel
that it is risky &uncertain to go in for a low – priced product. The customer
who purchased high priced product was cautions. Thus, it can be concluded
that the consumer Behavior is not So Simple that buyers do not behave
according to Law of Demand.
Types of Demand (or Demand Distribution)
Demand analysis is studied for specific purposes. In order to study the
potential goods they are classified into several types. They are as follows:-
1. Demand for Consumer’s goods & producers goods.
2. Demand for perishable goods & durable goods.
3. Autonomous demand and derived demand.
4. Industry demand and company demand.
5. Short -run demand & Long- run demand.
6. Joint demand & composite demand.
7. Market demand & market segments.
8. Price demand, Income demand & Cross demand.
9. Individual demand & Market demand,
1. Demand for Consumer’s goods & Producer’s goods:-
(1) Goods and services for final consumption are called consumer’s
goods. These include those consumed by human beings as food items,
clothes, utensils, medicines, services of teacher’s, doctors etc, animal
e.g. grains etc. Producer’s goods refer to the ones used for the
production of other goods such as plant & machines, factory
buildings, raw materials, services of business employees etc.
(2) Demand for Consumer’s goods is director autonomous. Demand
for producer’s goods is derived. It is based on the demand for the
output.
(3) Demand for Consumers goods depends upon Marginal utility.
While demand for producers goods depends on Marginal productivity
or the marginal revenue product.
2. Demand for Perishable goods & Durable goods:-
Perishable or non-durable goods are those goods which can be
consumed only one. On the other hand, durable goods are those goods
the utility from which occrues over a period of time. For example, the
durable goods like ceiling fax, refrigerator, car, furniture etc. are used
over a no. of years. While perishable goods like bread, milk, fish ,
paper cup & plates , vegetables are consumed once & their utility is
over. The relevance of drawing this distinction is that the consumer
may not be particular about durability & quality of perishable or non-
durable goods, while for durable goods these usually cost more and
therefore the consumer is very cautions while deciding on their
purchase & may consult those whose Judgement he values, while for
the perishable goods he may rely upon his own judgement.
3. Autonomous Demand & Derived Demand:-
Spontaneous demand for goods which is based on the urge to satisfy
some wants directly is called autonomous demand. Demand for
consumer’s good is autonomous or direct. For example, bathing soap
is required for cleaniless. It is a final demand, Autonomous demand
for consumption goods on the utility of products.
Derived Demand represents the demand for a product which is
required for producing another product & depends on the quantity
demanded of the final product. For example:- steel is required for
producing water pipes, fans, steel, furniture etc. Similarly, demand for
car’s battery or petrol is a derived demand, for it is linked to the
demand for a car. There is hardly anything whose demand is totally
Independent of any other demand. But the degree of this dependence
varies widely from product to product.
Thus, the distinction between auto nomous & derived demand is more
of degree than of kind. Sometime a distinction is also drawn between
direct & Indirect demand, and that distinction is close to the diff.
between autonomous and derived demand respectively. Goods that are
demand for their own sake have direct demand, while goods that are
needed in order to obtain some other goods Indirect demand. In this
Sense, are consumer’s goods have direct demand while all producer’s
goods including money, have Indirect demand.
4. Industry Demand & Company Demand
Most goods today are produced by more than one firm or company
and So, there is a difference between the demand facing an company
or firm and that facing a Industry. For example , cars in India are
manufactured by maruti Udyog, Hindustan Motors, Premiere
Automobiles & Standard Motor Products of India. Demand for Maruti
car is a firm’s (company) demand where as demand for all kind of
cars is industries demand. Similarly demand for godrej’s
refrigerator’s is a firm’s demand for all kind/brands of refrigerator is
the Industry’s demand.
The distinction is very important because while there are close
Substitutes for firm’s products, no such close substitute exists for
Industry’s product. Thus, while a Maruti Car is a close substitute for a
flat Car or modern new Car like Santro or Indica, it is only a poor or
distant substitute for a Bajaj Scooter.
5. Short-Run Demand & Long-Run Demand:-
Short-run demand represent the existing demand which is based on
immediate reaction to price changes, income fluctuation and other
explanatory variables. Long-Run demand, on the other hand is that
demand. Which emerges after the influence of price changes, product
development, promotional efforts and other Factors over time is
allowed to adjust the market to the new situation. In the long run, new
customers may start purchasing the product. Some products may not
be demanded anymore. Therefore long-term demand deals with the
way the demand will shift with the passage of time.
The factors which influence the demand in the short-run are different
from those which determine the demand in the long-run. In the short-
run some factors are constant such as competitive structure, the
market position relative to substitutes. In the long-run, the factors
which need to be taken into account are changes in tastes, technology
and the way of life.
6. Joint Demand & Composite Demand:-
Demand for most of the commodities in real life, is independent of
each other. But there are several commodities the demand for whch is
interrelated - Interrelation in demand makes for physically different
goods interlinked and interdependent. Broadly, two types of
interrelationship exist in demand for such commodity.
(i) Joint or Complementary Demand:-
When two goods are demanded in conjunction with one another at the
same time to satisfy a single want, they are said to be joint or
complementary demand. Examples are pen and ink, camera & film,