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ends and scarce means which have alternative uses. That is, economics is the study of the
trade-offs involved when choosing between alternate sets of decisions."
Demand is the quantity of goods or services that the consumer is willing and able to
purchase at a given price in a given period of time.
EFFECTIVE DEMAND is the demand backed by the ability to pay for it.
NOTIONAL OR LATENT DEMAND is when there is willingness to buy but it is not
backed by the purchasing power to pay for it. It is more like a desire or want, not
actual demand.
Effective demand is the only one that is actually important to businesses and hence
economists.
INDIVIDUAL DEMAND is the quantity of a good or service that individuals are willing
and able to buy at various prices in a particular time period.
The LAW OF DEMAND states that there is an inverse relationship between price and
quantity demanded. In other words:
1. As prices fall, we see an EXPANSION OF DEMAND.
2. As prices rise, there is a CONTRACTION OF DEMAND.
This is demand which does not obey the law of demand. E.g.: Abnormal demand
arises when consumers demand more at higher prices. E.g.- Apple phones, BMW
cars, although the price is high the demand is still high. These are goods which have
created a monopoly in the market.
SUPPLY is the quantity of a product that a producer is willing able to supply at a
given price, per period of time.
As price increases, we see an EXPANSION IN SUPPLY.
As price decreases, we see a CONTRACTION IN SUPPLY.
The law of supply states that as the price of a product rises, so businesses expand
supply to the market. A supply curve shows a relationship between price and how
much a firm is willing and able to sell.
The 3 main reasons why the supply curve is shown sloping upwards from left to right
is because:-
1. THE PROFIT MOTIVE- When the market price rises following an increase in
demand, it becomes more profitable for businesses to increase their output.
2. PRODUCTION AND COSTS- When output expands, a firm's production costs
tend to rise, therefore a higher price is needed to cover these extra costs of
production. This may be due to the effects of diminishing returns as more
factor inputs are added to production.
3. NEW ENTRANTS COMING INTO THE MARKET- Higher prices may create an
incentive for other businesses to enter the market leading to an increase in
total supply.
A significant reduction in mass-production costs (e.g. via a technological
breakthrough) would enable companies to reduce their prices, producing a
downward curve, but they are only likely to do this if market competition forces
them to.
MARKET DEMAND is the total demand arrived at by adding together the demand of
every individual willing and able to buy that good or service.
MARKET SUPPLY is the total supply of every seller willing and able to sell a particular
good or service.
Factors influencing demand are:-
1. INCOME- Income plays a very vital role in the goods demanded. The
amount of disposable income we have available with us decide how much
we can spend. Goods that have a positive relationship with income are
NORMAL GOODS whose demand goes up as income increases. E.g.- Cars,
expensive phones etc. Then there are some goods that have a negative
relationship with income, INFERIOR GOODS. The demand for these decrease
as income increases. These include poor quality food stuff.
2. PRICE AND AVAILABILITY OF RELATED PRODUCTS- This comprises of 2
categories. SUBSTITUTE GOODS which are alternative goods. Hence, change
in price of one good affects the demand of other good and the extent
depends upon the degree of the substitutability. Then comes
COMPLEMENTARY GOODS. These are goods that are used together to
derive satisfaction and have a JOINT DEMAND as in, they are consumed
together. Hence, change in price of one affects demand of other too. E.g.-
Car and petrol.
3. FASHION, TASTES AND ATTITUDES- Everyone is unique and has their own
personal preferences and likes. These are built over time or determined by
what we see or read around us.
Factors influencing supply are:-
1. COSTS- Companies produce goods keeping in mind their costs of
production and distribution to consumers. Many businesses give
preferences to different costs. E.g.- In automobile industry the worker
cost is most important.
2. SIZE AND NATURE OF INDUSTRY- The size of industry determines the
amount of goods that will be supplied. This growth attracts new firms and
competition increases leading to lower price, and eventually lot of firms
exit the market.
3. CHANGE IN PRICE OF OTHER PRODUCTS- As a firm you should be aware of
your competitors. If competitor lowers price, other firms may have
reduced supply.
4. GOVERNMENT POLICY- An increase in taxes causes reduction in supply.
And an increase in subsidy will cause in increase.
5. OTHER FACTORS- Different industries are affected by different factors.
E.g.- The agriculture industry is affected by uncertain weather conditions.
ELASTICITY refers to the responsiveness of one economic variable, such as quantity
demanded, to a change in another variable, such as price. Ceteris Paribus.
ELASTIC- Change in demand or supply > Change in price.
INELASTIC- Change in demand or supply < Change in price.
If Ped = 0 demand is perfectly inelastic - demand does not change at all when the
price changes – the demand curve will be vertical.
If Ped is between 0 and 1 (i.e. the % change in demand from A to B is smaller than
the percentage change in price), then demand is inelastic.
If Ped = 1 (i.e. the % change in demand is exactly the same as the % change in price),
then demand is unit elastic. A 15% rise in price would lead to a 15% contraction in
demand leaving total spending the same at each price level.
If Ped > 1, then demand responds more than proportionately to a change in price
i.e. demand is elastic. For example if a 10% increase in the price of a good leads to a
30% drop in demand. The price elasticity of demand for this price change is –3
Inelastic demand (Ped <1)
PED= INFINITY, then it is perfectly elastic.
PRICE ELASTICITY OF DEMAND is a numerical measure of the responsiveness of the
quantity demanded to a change in the price of the product.
PED= % CHANGE IN QUANTITY DEMANDED
% CHANGE IN PRICE
% CHANGE IN QTY. DD= ORIGINAL DD – NEW DD x 100
ORIGINAL DD
% CHANGE IN PRICE= ORIGINAL P – NEW P x 100
ORIGINAL P
FACTORS AFFECTING PED ARE:-
1. RANGE AND ATTRACTIVENESS OF SUBSTITUTES- The issues are the
quality and accessibility of information that consumers have about the
product, degree of considering the product to be a necessity, addictive
properties of product and brand image.
2. RELATIVE EXPENSE OF THE PRODUCT- Rise in price will reduce the
purchasing power of the consumer’s income and his ability to pay.
3. TIME- In the short term, the person may find it difficult to change their
spending patterns. However, over a period of time the person may find
ways of adapting and adjusting their budget and PED is likely to increase
over time.
INCOME ELASTICITY OF DEMAND (YED) shows the effect of a change in income on
quantity demanded.
If an increase in income leads to an increase in the quantity demanded and vice-
versa then there is a positive relationship and the product is classified as NORMAL.
If an increase in income leads to a decrease in the quantity demanded and vice-versa
then there is a negative relationship and the product is classified INFERIOR.
YED= % CHANGE IN QUANTITY DEMANDED
% CHANGE IN INCOME
CROSS ELASTICITY OF DEMAND (XED) measures the responsiveness of demand for
good X following a change in the price of a related good Y.
Products that are substitutes, have positive values of XED.
Products that are complements, have negative values of XED.
XED= % CHANGE IN QUANTITY DEMANDED OF PRODUCT A
% CHANGE IN PRICE OF PRODUCT B
TOTAL REVENUE = PRICE X QUANTITY
THE IMPORTANCE OF THE PRICE ELASTICITY OF DEMAND FOR A BUSINESS can be
shown by the effect that it has on total revenue. The business will want to know
whether a proposed price change will increase or decrease total revenue. This can be
used to explain the following:-
1. Difference between peak and off peak rail travel.
2. Why it is usually cheaper to purchase airline tickets a few months rather
than few days ahead of the travel.
3. Why restaurant meals are more expensive during religious festivals.
Businesses try to use these tac ticks to increase their profit and exploit opportunities.
PED helps us understand how total spending by consumers will change as price rises
or falls.
YED provides information on how the quantity demanded varied with a change in
income. This helps businesses and govt. to forecast the future demand for a whole
range of consumer goods. And services. Demand changes will ask for production
changes to occur too.
XED helps the companies to realize their competition and understand the impact
that pricing strategies of their rivals will have on the demand for their own product.
Substitutes have a positive XED, and this leads to suppliers having a high degree of
interdependence. XED will also identify products that are most complementary and
help a company to introduce a price structure that generates more revenue.
CAUTIONARY NOTE- If you want to calculate the PED accurately, you need to put
aside all other influences aside and just focus on impact of price change on quantity
demanded. Similarly, in XED the data available will be unreliable the linger the time
span. Hence, the relevant guesstimates have to be made.
PRICE ELASTICITY OF SUPPLY- A numerical measure of the responsiveness of the
change in quantity supplied to a change in price of the product, ceteris paribus.
Expressed as PES= %Change in qty supplied. PES takes a positive value.
%Change in price
If industries and businesses are more flexible in the way they operate, then supply
tends to be more elastic. Factors influencing PES are:-
1. The ease with which businesses can accumulate or reduce stocks of
goods, to meet variations in demand rather than changing the price. E.g.-
In case of airline, if a seat is not booked then revenue is lost.
2. Ease with which businesses can increase production. E.g.- The supply
cannot be increased in case of agricultural products, where it takes time
to alter the type of crops produced.
3. In the long run, the productive capacity by investing in more capital
equipment, often taking advantage of technical advances.
When a business has spare capacity, then it can quickly hire more factors of
production for increased demand. But to arrange these things may take time. Like
agriculture.
EQUILIBRIUM- This is the situation of balance, where there is no tendency for
change.
EQUILIBRIUM PRICE- Price where demand and supply are equal, where the market
clears.
EQUILIBRIUM QUANTITY- Amount that is traded at the equilibrium price.
DISEQUILIBRIUM- Where the demand and supply are not equal. The process of
market adjustment is long and has various time lags in between. Hence, the market
is dynamic.
CHANGE IN DEMAND-When there is a shift in the demand curve due to a change in
factors other than the price of the product.
CAUSES OF SHIFT IN DEMAND CURVE:-
1. Income/ability to pay for the product- The key things that influence the
income are, purchasing power of their income and the availability of
loans/credits.
2. Price and availability of related products- In terms of both substitute and
complement products.
3. Fashion, tastes and attitudes- Our preferences decide the products we
demand for.
CHANGE IN SUPPLY- When there is a shift in the supply curve due to a change in
factors other than the price of the product.
CAUSES OF SHIFT IN THE SUPPLY CURVE:-
1. Costs associated with supply of the product
2. Size and nature of industry
3. Government policy- Depends on the various taxes like specific tax and ad
valorem.
Price mechanism works in such a way that the outcome is a new equilibrium position
with consumers’ demand equal to producer’s supply. Price system can also ration
products in the market.
TRANSMISSION OF PREFERENCES- The automatic way in which the market allows the
preferences of consumers to be made known to the producers. There is always a
time lag involved when market conditions change.
CONSUMER SURPLUS- The difference between the value a consumer places on units
consumed and the payment needed to actually purchase that product. Usually when
consumers are willing to pay more than market price. When market price increases,
the consumer surplus becomes lesser and vie-versa.
PRODUCER SURPLUS- Difference between the price a producer is willing to accept
and what is actually paid. When price increases producer surplus becomes lesser and
vice-versa.