8 : Theory of Demand
Recap from last module
Introduction to Managerial economics
Basic concepts used in business decision making
Important tool and techniques of economic analysis
Optimization techniques
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Market works on certain market principles law that governs the
working of market system- market mechanism.
The working of market system fundamental Laws of market
Law of Demand and Supply
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Session Outline
Defining Demand
Law of Demand
Demand Schedule/Demand Curve/Demand Function
Factors affecting Demand
Change/Shift in the Demand
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Session Outline
Supply/ Law of Supply
Supply Schedule/Supply Curve/Supply Function
Factors affecting Supply
Change/Shift in the Supply
Market Equilibrium
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What is Demand?
A relation showing the quantities of a good that consumers are
willing and able to buy at various prices per period, other
things constant.
Prof. Trupti Mishra, School of Management, IIT Bombay
What is Demand?
Demand for commodity implies
Desire to acquire it
Willingness to pay for it
Ability to pay for it
Prof. Trupti Mishra, School of Management, IIT Bombay
Types of Demand :Individual and Market demand
The quantity of a commodity an individual is willing and able to
purchase at a particular price, during a specific time period,
given his/her money income, his/her taste, and prices of other
commodities, such as substitutes and complements, is referred
to as the individual demand for the commodity.
Prof. Trupti Mishra, School of Management, IIT Bombay
Types of Demand :Individual and Market demand
The total quantity which all the consumers of the commodity
are willing and able to purchase at a given price per time unit,
given their money incomes, their tastes, and prices of other
commodities, is referred to as the market demand for the
commodity.
Prof. Trupti Mishra, School of Management, IIT Bombay
Types of Demand : Demand for firms and industry product
The quantity of a firms product that can be sold at a given price
over time is known as the demand for the firms product.
The sum of demand for the products of all firms in the industry is
referred to as the market demand or industry demand for the
product.
Prof. Trupti Mishra, School of Management, IIT Bombay
Types of Demand : autonomous and derived demand
An autonomous demand or direct demand for a commodity is
one that arises on its own out of a natural desire to consume
or possess a commodity. This type of demand is independent
of the demand for other commodities
Prof. Trupti Mishra, School of Management, IIT Bombay
Types of Demand : autonomous and derived demand
The demand for a commodity which arises from the demand
for other commodities, called parent products is called
derived demand. Demand for land, fertilizers and agricultural
tools, is a derived demand because these commodities are
demanded due to demand for food.
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Types of Demand: Demand for durable and non-durable goods
Durable goods are those goods for which the total utility or
usefulness is not exhaustible in the short-run use. Such goods
can be used repeatedly over a period of time.
The demand for non-durable goods depends largely on their
current prices, consumers income, and fashion. It is also
subject to frequent changes.
Prof. Trupti Mishra, School of Management, IIT Bombay
Types of Demand : short-term and long-term demand.
Short-term demand refers to the demand for goods over a
short period.
The long-term demand refers to the demand which exists over
a long period of time.
Prof. Trupti Mishra, School of Management, IIT Bombay
Law of Demand
Relationship between Price and quantity demanded is an
economic law.
The quantity of a good demanded per period relates
inversely to its price, other things constant.
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Exception to Law of Demand :Giffen Goods
A Giffen good is one which people paradoxically consume
more of as the price rises, violating the law of demand.
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Exception to Law of Demand :Giffen Goods
During the Irish Potato Famine of the 19th century, potatoes
were considered a Giffen good. Potatoes were the largest
staple in the Irish diet, so as the price rose it had a large
impact on income.
People responded by cutting out on luxury goods such as meat
and vegetables, and instead bought more potatoes. Therefore,
as the price of potatoes increased, so did the demand
Prof. Trupti Mishra, School of Management, IIT Bombay
-Exception to Law of Demand :Veblen Effect
concepts of conspicuous consumption and statusseeking
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-Exception to Law of Demand :Veblen Effect
The more expensive these commodities become, the higher
their value as a status symbol and hence, the greater the
demand for them. The amount demanded of these
commodities increase with an increase in their price and
decrease with a decrease in their price.
Prof. Trupti Mishra, School of Management, IIT Bombay
-Exception to Law of Demand :Prediction
-Expectation of change in the price of commodity
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-Exception to Law of Demand :Share Market
Prof. Trupti Mishra, School of Management, IIT Bombay
Demand Schedule and Demand Curve
The demand schedule is a table that shows the relationship
between the price of the good and the quantity demanded.
The demand curve is a graph of the relationship between the
price of a good and the quantity demanded.
Prof. Trupti Mishra, School of Management, IIT Bombay
Demand Schedule and Demand Curve
Price(in RS)
Quantity Demanded (per week)
15
12
14
20
26
32
Individual point on demand curve / schedule shows quantity demanded
and entire demand curve/schedule shows demand.
Prof. Trupti Mishra, School of Management, IIT Bombay
Factors Influencing Demand
Price of good or service (P)
Incomes of consumers (M)
Prices of related goods & services (PR)
Taste patterns of the consumer (T)
Expected future price of product (Pe)
Number of consumers in market (N)
Prof. Trupti Mishra, School of Management, IIT Bombay
Demand function shows relation between P & Qd when all
other variables are held constant
Qd = f(P)
Qd/P must be negative
Prof. Trupti Mishra, School of Management, IIT Bombay
Qd = 500 5P
At zero price, demand is equal to 500 units.
(- ) shows inverse relationship between price and demand .
(5) Implies that for each one rupees change is price demand
changes by 5 units
Prof. Trupti Mishra, School of Management, IIT Bombay
Generalized Demand Function
Qd f ( P, M , PR , , Pe , N )
Qd a bP cM dPR e fPe gN
b, c, d, e, f, & g are slope parameters
Measure effect on Qd of changing one of the variables while holding
the others constant
Sign of parameter shows how variable is related to Qd
Positive sign indicates direct relationship
Negative sign indicates inverse relationship
Prof. Trupti Mishra, School of Management, IIT Bombay
Factors Influencing Demand
Relation to Qd
Variable
Sign of Slope Parameter
b = Qd/P is negative
Inverse
Direct for normal goods
Inverse for inferior goods
PR
Direct for substitutes
Inverse for complements
d = Qd/PR is positive
d = Qd/PR is negative
Direct
e = Qd/T
Pe
Direct
f = Qd/Pe is positive
Direct
g = Qd/N is positive
is positive
Prof. Trupti Mishra, School of Management, IIT Bombay
Market Demand
Market demand is the sum of all individual demands at each
possible price
Graphically, individual demand curves are summed horizontally
to obtain the market demand curve.
Prof. Trupti Mishra, School of Management, IIT Bombay
Session References
Managerial Economics; D N Dwivedi, 7th Edition
Prof. Trupti Mishra, School of Management, IIT Bombay
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