CHNG 3 LY THUYET VE S LA CHON CUA NGI TIEU DUNG

Muc tieu : Ly giai s hnh thanh ng cau th trng cua san pham, tren c s phan tch cach ng x hp ly cua ngi tieu dung. Cach ng x hp ly cua ngi tieu dung: vi thu nhap bang tien nhat nh, ngi tieu dung se phan phoi thu nhap cua ho nh the nao cho cac san pham e at mc thoa man toi a.

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Faculty of Economics - VNU HCM

I>. S LA CHON CUA NGI TIEU DUNG.

1>. S thch cua ngi tieu dung. a>. Ba gia thiet c ban ve s thch cua ngi tieu dung: Gia thiet th nhat : s a thch la hoan chnh. V du: Tui hang A gom: 0,5 kg tht va 1,5 kg ca. Tui hang B gom : 1,5 kg tht va 0,5 kg ca. Neu mot ngi tieu dung thch an ca th mc a thch oi vi tui hang A cao hn tui hang B, co ta xep loai mc a thch A > B. Ngc lai, ngi tieu dung nay thch tht hn th mc a thch oi vi tui hang B cao hn tui hang A, co ta xep loai A< B. Va neu, ngi tieu dung nay a thch ca va tht nh nhau th co ta xep loai mc a thch A = B.

3/27/2014

Faculty of Economics - VNU HCM

a>. Ba gia thiet c ban ve s thch cua ngi tieu dung: Gia thiet th hai : s a thch co tnh bac cau. V du : Nc ngot c a thch hn cafe va cafe c a thch hn tra a th nc ngot c a thch hn tra a.

Gia thiet th ba : tat ca moi th hang hoa eu tot . Nhng gia thiet nay ap dung cho hau het moi ngi trong moi trng hp, la c s cho mo hnh ly thuyet tieu dung; va no khong giai thch s a thch cua ngi tieu dung ma ch mo ta nhng s a thch o.

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Faculty of Economics - VNU HCM

b . Cac ng bang quan:

trng va cac tui hang nay tao nen mc thoa man nh nhau cho mot ngi tieu dung
Bieu dien cac tui hang A, B, C, D, E tren o th:

ng bang quan the hien tat ca s ket hp cac tui hang th

60 50 40

A D B C E U1

30 20 10 0 0 10 20 30 40 50

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Faculty of Economics - VNU HCM

b . Cac ng bang quan (indifference curve): ac iem cua ng bang quan : - Doc xuong ve ben phai - Cac ng bang quan khong cat nhau. - Loi ve goc O Ty le thay the bien MRS : Marginal Rate of Substitution. Ty le thay the bien cua thc pham F cho quan ao C (MRSFC) la so lng quan ao C giam xuong e s dung tang them mot n v thc pham F. MRSFC = C / F.
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2> S rang buoc ve ngan sach:

ng ngan sach: ng ngan sach la tap hp cac phoi hp

khac nhau gia F va C ma ngi tieu dung mua c vi cung mot mc thu nhap va ga san pham a cho. Phng trnh ng ngan sach : Hay : I F C PF PC FxPF + CxPC = I C = I/PC Fx PF /PC : thu nhap cua ngi tieu dung. : lng thc pham c mua. : lng quan ao c mua. : Gia cua F. : Gia cua C.
Faculty of Economics - VNU HCM

3/27/2014

V du: mot ngi phu n co thu nhap 100 ngan VND/ tuan dung chi tieu cho hai hang hoa : quan ao (C) va thc pham (F). Gia cua C la 20 ngan VND / 1v C; gia cua F la 10 VND / 1 v F. o th ng ngan sach:

C
5

ng ngan sach C=5xF

10

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Faculty of Economics - VNU HCM

2. S rang buoc ve ngan sach:

ng ngan sach la ng tuyen tnh, oc xuong ve pha phai.

o doc = - Pf/ Pc , the hien ty le phai anh oi gia F va C tren th trng, muon tang mua mot F phai giam xuong tng ng bao nhieu C khi thu nhap khong thay oi. I/ Pc : san lng C toi a ma ngi tieu dung mua c. I/ Pf : san lng F toi a ma ngi tieu dung mua c.

3/27/2014

Faculty of Economics - VNU HCM

3>. Nguyen tac la chon cua ngi tieu dung.

S la chon tui hang phai thoa man hai ieu kien: Mot la, tui hang o phai la mot s phoi hp nam tren ng ngan sach. Hai la, tui hang hoa c la chon la mot s phoi hp mang lai s toi a hoa mc thoa man ma ngi tieu dung at ng vi ngan sach tieu dung.

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Faculty of Economics - VNU HCM

3>. Nguyen tac la chon cua ngi tieu dung.

60 50 40 30 20 10 0
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M A

10

Faculty of Economics - VNU HCM

20

30

40

50

10

3>. Nguyen tac la chon cua ngi tieu dung A: la s la chon toi u. Nh vay, s la chon tui hang toi u la tai iem tiep tuyen gia ng ngan sach va ng bang quan. Tai A : MRSFC = - PF/ PC .

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Faculty of Economics - VNU HCM

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II>. S ieu chnh tng ng vi nhng thay oi trong thu nhap va gia ca. 1. S ieu chnh tng ng vi nhng thay oi trong thu nhap.
o th s mieu ta tng ng vi nhng thay oi trong thu nhap:

C I2/PC I1/PC

ng tieu dung theo thu nhap

A2 A1 U2

I1/PF
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U1

I2/PF

F
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Faculty of Economics - VNU HCM

ng tieu dung theo thu nhap: tap hp cac phoi hp toi u gia
hai san pham khi thu nhap thay oi, trong khi gia cac san pham khong oi.

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Faculty of Economics - VNU HCM

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2. S ieu chnh tng ng vi nhng thay oi trong gia ca C C

I/P1C
I/P2C U1 A2 F A1

A2

A1

U1
U2

U2 0
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I/P2F

I/P1F

Faculty of Economics - VNU HCM

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III>. S hnh thanh ng cau th trng : 1. ng cau ca nhan: C

B A U1 U2

ng tieu dung theo gia

PF P2F P1F
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F2

F1 I/P2F

I/P1F

F2

Faculty of Economics - VNU HCM

F1

15

2>. ng cau th trng: P

DTT DA
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DB

DC QF
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Faculty of Economics - VNU HCM