THEORY OF DEMAND

by
Satyanarayan Behera
Assistant Professor
 Concept of Demand

Demand for a commodity refers to the desire to buy a commodity at

the prevailing price in a given period of time backed with sufficient
purchasing power and the willingness to spend.

For Example: You desire to have a Car, but you do not have enough
money to buy it. Then, this desire will remain just a wishful thinking, it will
not be called demand.

If inspite of having enough money, you do not want to spend it on Car,

demand does not emerge.

The desire become demand only when you are ready to spend money to
buy Car.
 Concept of Demand

So in Economics, demand refers to effective demand, which

implies three things:

a) Desire,
b) Means to purchase, and
c) On willingness to use those means for that purchase
 Features of Demand

1) Desires and Demand: Demand is the amount of commodity for which a

consumer has willingness and ability to buy.

2) Demand and Price: Demand is always at a price. Unless price is stated,

the commodity has no meaning. The consumer must know both the price
and the commodity.

3) Point of Time: The amount demanded must refer to some period of time.
Such as 10 kg of rice per week. The amount demanded and price must
refer to a particular date.

4) Utility: Demand depend upon utility of the commodity. A consumer is

rational and demands only those commodities which provide utility.
Objectives of Demand Analysis

 Objectives of Demand Analysis

Demand Forecasting Inventory Control

Production Planning Growth and Long Term Investment Programs

Sales Forecasting Economic Planning and Policy Making

Control of Business
 Objectives of Demand Analysis

1) Demand Forecasting: Forecasting of demand is the art of predicting

demand for a product or a service at some future date on the basis of
certain present and past behaviour patterns of some related events.

2) Production Planning: Demand analysis is prerequisite for the

production planning of a business firm. Expansion of output of the firm
should be based on the estimates of likely demand, otherwise there may
be overproduction and consequent losses may have to be faced.

3) Sales Forecasting: Sales forecasting is based on the demand analysis.

4) Control of Business: For controlling the business, it is essential to have

a well conceived budgeting of costs and profits that is based on the
estimation of annual demand/sales and prices.
 Objectives of Demand

5) Inventory Control: A satisfactory control of business inventories requires

satisfactory estimates of the future requirements which can be traced
through demand analysis.

6) Growth and Long Term Investment Programs: Demand analysis is

necessary for determining the growth rate of the firm and long-term
investment planning.

7) Economic Planning and Policy Making: Demand analysis at macro

level for the nation as a whole is of great help, the government can
determine its imoprt and export policies in view of the long-term demand
forecasting and estimation for various goods in the country,
 Demand & Quantity Demanded

The term Demand refers to various quantities of commodity that the

consumer is ready to buy at different possible prices of a
commodity.

The term Quantity Demanded refers to a specific quantity to be

purchased against a specific price of a commodity.

Example: A Consumers’ Demand is 2 ice creams if the price perice

cream is Rs.15, and 4 ice cream if the price per ice cream is Rs.10.

Quantity Demanded is 4 ice creams if price happens to be Rs. 10 per

ice cream.
The two concepts mean same thing.
 Demand Schedule & Demand Curve

Demand Schedule is that schedule which expresses the relation

between different quantities of the commodity demanded at different
price.

According to Samuelson, “The table relating to price and quantity

demanded is called the demand schedule.

Demand Curve is simply a graphic representation of demand schedule.

According to Leftwitch, “The Demand Curve represents the maximum

quantities per unit of time that consumer will take at various prices.

Demand Schedule and Demand Curve are of two types

1) Individual Demand Schedule & Individual Demand Curve
2) Market Demand Schedule & Market Demand Curve
Individual Demand Schedule &
Individual Demand Curve
Refers to a tabular representation of quantity of products
demanded by an individual at different prices and time.
 Individual Demand Schedule &
Individual Demand Curve

It is seen that as the price of the commodity increases, quantity

demanded tends to decrease.

And when price falls, the quantity demanded increases.

In Figure points a, b, c, d, and e demonstrates the relationship

between price and quantity demanded at different price levels. By
joining these points, we have obtained a curve, DD, which is termed
as the individual demand curve.

The slope of an individual demand curve is downward from left

to right that indicates the inverse relationship of demand with
price.
Market Demand Schedule & Market
Demand Curve
In every market, there are several consumers of a
commodity. Market demand schedule shows total demand
of all the consumers in the market at different prices of the
commodity.
 Demand Function or Determinants
of Demand
Demand Function shows the relationship between demand for a
commodity and its various determinants.
It shows how demand for a commodity is related to, say price of the
commodity or income of the consumer or other determinants.

There are two types of Demand Function:

a) Individual Demand Function

b) Market Demand Function

 Demand Function

Individual Demand Function Market Demand Function

Market Demand Function shows
how market demand for a
Individual Demand function shows
commodity (or aggregate demand
how demand for a commodity, by
for a commodity in the market) is
an individual consumer in the
related to its various determinants.
market, is related to its various
determinants. It is Expressed as: Mkt. Dx = f (Px, Pr, Y, T, E, N, Yd, A,
Dx = f (Px, Pr, Y, T, E, A, Tr) Tr)

Here, Dx: Quantity Demanded of commodity X

Px : Price of the Commodity X A : Advertisement
Y : Consumer’s Income Tr : Tradition
T : Consumer’s Taste & Preferences
E: Consumer’s Expectations
N : Population Size
Yd : Distribution of Income
 Determinants of Demand / Factors
Affecting Demand

1) Price of the Commodity: The law of demand states that other things
being constant the demand of the commodity is inversly related to its
price. It implies that rise in price of commodity brings about a fall in its
purchase and vice versa.
 Determinants of Demand / Factors
Affecting Demand

2) Price of Related Goods: Demand for a commodity is also influenced by

change in price of related goods. These are of two types:

a) Substitute Goods: These are he goods which can be substituted for

each other, such as tea and coffee, or ball pen and ink pen.

In case of such goods, increase in the price of one causes increase in the
demand for the other and decrease in the price of one causes decrease
in the demand for the other.
 Determinants of Demand / Factors
Affecting Demand

b) Complementary Goods: Complementary goods are those which

complete the demand for each other, and therefore, demanded together.

For Example Pen and ink, Car and Petrol.

In case of complementary goods, a fall in the price of one causes

increases in the demand for the other and rise in the price of one causes
decrease in the demand for others.
 Determinants of Demand / Factors
Affecting Demand

3) Income of the Consumer: The ability to buy a commodity depends upon

the income of the consumer. When the income of the consumer
increases, they buy more and when the income falls they buy less.

4) Expectations: If the consumer expects that price in future will rise, he

will buy more quantity in present, at the existing price.
likewise, if he hopes that price in future will fall, he will buy less quantity in
present, or may even postpone his demand.
 Determinants of Demand / Factors
Affecting Demand

5) Taste and Preferences: Taste and preferences include fashion, custom

etc. Taste and preferences can be influenced by advertisement, change
in fashion, climate, new inventions, etc.
Other thing being equal, demand for those goods increases for which
consumer develop tastes and preferences.
Contrary to it, if a consumer has no taste or preference for a product, its
demand will decrease.

Bell bottom
To Pencil
cut
 Determinants of Demand / Factors
Affecting Demand

6) Population Size: Demand increases with the increase in population and

decreases with decrease in population.
Composition of population (male, female ratio) also affects the demand.
E.g. Female population increases, demand for goods meant for women
will go up.
7) Distribution of Income: if income is equally distributed, there will be
more demand. If income is not equally distributed, there will be less
demand.
In case of unequal distribution, most will not have enough money to buy
things.
8) Advertisement : People buy goods and services being influenced by
advertisement broadcasted in electronic media and published in print
media or by exhibition of goods and services.
9) Tradition : Some goods and services are demanded because of
tradition and customs of people. For example during any Hindu rituals
service of Brahmin is demanded. In Marriage ceremony of Christ , a
particular white dress for bride is demanded.
 Law of Demand

The Law of Demand States that, other things being constant (Ceteris
Peribus), the demand for a good extends with a decrease in price and
contracts with an increase in price.

In other words, there is an inverse relationship between quantity

demanded of a commodity and its price.

The term other thing being constant implies that income of the consumer,
his taste and preferences and price of other related goods remains
constant.
 Assumptions Law of Demand

1) Tastes and Preferences of the consumers remain constant.

2) There is no change in the income of the consumer.

3) Prices of the related goods do not change.

4) Consumers do not expect any change in the price of the commodity

in near future.
 Explanation
• The table shows that when the price of say, orange,
is Rs. 5 per unit, 100 units are demanded. If the
price falls to Rs.4, the demand increases to 200
units.

• Similarly, when the price declines to Re.1, the

demand increases to 600 units. On the contrary, as
the price increases from Re. 1, the demand
continues to decline from 600 units.

• In the figure, point P of the demand curve DD1shows

demand for 100 units at the Rs. 5. As the price falls
to Rs. 4, Rs. 3, Rs. 2 and Re. 1, the demand rises to
200, 300, 400 and 600 units respectively.

• This is clear from points Q, R, S, and T. Thus, the

demand curve DD1 shows increase in demand of
orange when its price falls. This indicates the inverse
relation between price and demand.
Why More of a Good is Purchased When
its Price Falls?
Or
Why Does Demand Curve Slope
Downwards?
1) Law of Diminishing Marginal Utility:

According to this law, as consumption of a commodity increases, the

utility from each successive unit goes on diminishing to a consumer.

Accordingly, for every additional unit to be purchased, the consumer

is willing to pay less and less price.

Thus, more is purchased only when price of the commodity falls.

2) Income Effect:

Income effect refers to change in quantity demanded when real income of

the buyer changes as a result of change in price of the commodity.

Change in the price of a commodity causes change in real income of the

consumer.

With a fall in price, real income increases. Accordingly, demand for the
commodity expands.
3) Substitution Effect:

Substitution effect refers to substitution of one commodity for the other

when it becomes relatively cheaper.

Thus, when price of commodity X falls, it becomes cheaper in relation to

commodity Y. Accordingly, X is substituted for Y.
4) Size of Consumer Group:

When price of a commodity falls, it attracts new buyers who now can
afford to buy it.

5) Different Uses:

Many goods have alternative uses. Milk, for example, is used for making
curd, cheese and butter. If price of milk reduces its uses will expand.
Accordingly, demand for milk expands.
 Exception to the Law of Demand

In certain cases, the demand curve slopes up from left to right, i.e., it has
a positive slope.

Under certain circumstances, consumers buy more when the price of a

commodity rises, and less when price falls. Many causes are attributed to
an upward sloping demand curve.
Exception to the Law of Demand

1) Articles of Distinction: This exception was first of

all discussed by Veblen.

According to him, articles of distinction have more

demand only if their prices are sufficiently high.

Diamond, jewellery, etc; have more demand

because their prices are abnormally high. It is so
because distinction is bestowed in diamond,
jewellery etc., by the society because of their being
costly.

If their prices fall, they will no longer be considered

as articles of distinction and so their demand will
decrease.
 Exception to the Law of Demand

2) The Giffen Goods:

A study of poor farmers of Ireland by Sir Giffen in the 19th century
revealed that the major portion of their income was spent on potatoes
and only a small amount was spent on meat.
Potatoes were cheap but meat was costly. When the price of potatoes tend to
increase consumption of meat was curtailed to economies their expenditure and
as a result of this they saved money and spent more on potato to meet their food
deficiency.
In this way quantity purchase rises even when prices of potatoes rises.

For Example, Suppose the minimum monthly consumption of food grains by a poor
household is 20 Kg Bajra (Inferior good) and 10 Kg Rice (superior good). The
selling price of Bajra is Rs 5 per kg, and the rice is Rs 10 per kg, and the
household spends its total income of Rs 200 on the purchase of these items.
Suppose, the price of Bajra rose to Rs 6 per kg then the household will be forced
to reduce the consumption of rice by 5 Kg and increase the quantity of Bajra to 25
Kg in order to meet the minimum monthly requirement of food grains of 30 kg.
 Exception to the Law of Demand

3) Highly Essential Good:

In case of certain highly essential items
such as life- saving drugs, people buy a
fixed quantity at all possible price. Heart
patients will buy the same quantity of
‘medicine’ whether price is high or low. Their
response to price change is almost nil.

In cases of such commodities, the demand

curve is likely to be a vertical straight line .
At a price OP1, the heart patient consumer
demands OD amount of ‘medicine’. In spite
of its price rise to OP2, the consumer buys
the same quantity of it.
 Exception to the Law of Demand

4) Emergencies: During emergencies such as war, natural calamity- flood,

drought, earthquake, etc., the law of demand becomes ineffective. In such
situations, people often fear the shortage of the essentials and hence
demand more goods and services even at higher prices.

5) Bandwagon Effect: This is the most common type of exception to the

law of demand wherein the consumer tries to purchase those
commodities which are bought by his friends, relatives or neighbors. Here,
the person tries to emulate the buying behavior and patterns of the group
to which he belongs irrespective of the price of the commodity
.For example, if the majority of group members have smart phones then
the consumer will also demand for the smartphone even if the prices are
high.
 Change in Quantity Demanded &
Change in Demand

• In economics the terms change in quantity demanded and change in

demand are two different concepts.

• Change in quantity demanded refers to change in the quantity purchased

due to increase or decrease in the price of a product.

• In such a case, it is incorrect to say increase or decrease in demand rather

it is increase or decrease in the quantity demanded.

• On the other hand, change in demand refers to increase or decrease in

demand of a product due to various determinants of demand, while keeping
price at constant.
Extension and Contraction of
Demand (Change In Quantity
Demanded)
• The variations in the quantities demanded of a product
with change in its price, while other factors are at
constant, are termed as expansion or contraction of
demand. Expansion of demand refers to the period
when quantity demanded is more because of the fall in
prices of a product. However, contraction of demand
takes place when the quantity demanded is less due to
rise in the price o a product.

• For example, consumers would reduce the

consumption of milk in case the prices of milk increases
and vice versa. Expansion and contraction are
represented by the movement along the same demand
curve. Movement from one point to another in a
downward direction shows the expansion of demand,
while an upward movement demonstrates the
contraction of demand.
Increase and Decrease in Demand
(Change in Demand)
• Increase and decrease in demand are referred to
change in demand due to changes in various other
factors such as change in income, distribution of
income, change in consumer’s tastes and preferences,
change in the price of related goods, while Price factor is
kept constant Increase in demand refers to the rise in
demand of a product at a given price.

• On the other hand, decrease in demand refers to the fall

in demand of a product at a given price.

• Increase and decrease in demand is represented as the

shift in demand curve. In the graphical representation of
demand curve, the shifting of demand is demonstrated
as the movement from one demand curve to another
demand curve. In case of increase in demand, the
demand curve shifts to right, while in case of decrease
in demand, it shifts to left of the original demand curve.
Change in Quantity Demanded &
Change in Demand