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Theories of Consumer Behavior

Paper Type: Free Essay Subject: Economics
Wordcount: 2167 words Published: 4th Oct 2017

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The Theory of Consumer Behavior considers how a consumer uses his income in order to accomplish the most astounding fulfillment or utility. This utility maximization conduct of the consumer is liable to the demand forced by his constrained income and the prices of the different things he wishes to expend. The consumer thinks about the distinctive “packs of products” that he can devour given his income and the prices of the merchandise in the groups. Also the whole time, he endeavors to focus the package that will provide for him the maximum fulfillment.

There are two principle methodologies to the theory of consumer conduct to demand in Economics. The primary methodology to consumer conduct theory is the Cardinalist Approach. The second is the Ordinalist Approach.

Cardinalist Approach:

Human wants are boundless and they are of diverse power. The means at the transfer of a man are scarce as well as they have elective employments. As a consequence of scarcity of assets, the consumer can’t fulfill all his wants. He need to pick as to which want is to be fulfilled first and which a while later if the assets license. The consumer is faced in settling on a decision. For instance, a man’ is parched. He goes to the market and fulfills his thirst by acquiring coca’-cola rather than tea. We are here to look at the budgetary powers which. make him buy a specific merchandise. The response is basic. The consumer purchases a product in light of the fact that it provides for him fulfillment. In specialized term, a consumer buys a merchandise on the grounds that it has utility” for him. We now look at the instruments which are utilized as a part of the investigation of consumer conduct.

Ordinalist Approach:

“Utility” is the premise on which the demand of a single person for an item depends “Utility” is characterized as the force of a product or administration to fulfill human want. Utility along these lines is the fulfillment which is inferred by the consumer by expending the products. For instance, fabric has an utility for us on the grounds that we can wear it. Pen has an utility for an individual who can compose with it. The utility is subjective in .nature. It varies from individual to individual. The utility of a container of wine is zero for an individual who is non consumer while it has a high utility for a consumer Here it may be noted that the expression “utility” may not be befuddled with delight which a ware provides for a single person. Utility is a subjective fulfillment which consumer gets from .devouring any great or administration. For instance,. toxic substance is damaging to wellbeing however it gives subjective fulfillment to an individual who wishes to kick the bucket. We can say that utility is quality nonpartisan.

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Consumer preferences are characterized as the subjective (distinct) tastes, as measured by utility, of different packs of products. They allow the consumer to rank these packs of merchandise as indicated by the levels of utility they give the consumer. Note that preferences are free of income and prices. Capability to buy products does not focus a consumer’s preferences or abhorrences. One can have an inclination for Porsches over Fords however just have the money related means to drive a Ford. These preferences could be displayed and mapped through the utilization of indifference curves. In place to graphically depict consumer preferences, we have to characterize a few terms. To begin with, since we will be working in two measurements (2-d graphs), we expect a two products world. The two products are one basic medication is to characterize one great, say nourishment, and let the other great be a composite of all different merchandise. For descriptive straightforwardness (making things less demanding for me), how about we characterize the two merchandise as Good X and Good Y. The axes of the graph then measure measures of Great X on the flat, and measures of Good Y on the vertical. Each one point in this Cartesian space then characterizes some blending of products X and Y. We call these mixes commodity bundles.

an indifference curve is a graph demonstrating diverse packs of merchandise between which a consumer is aloof. That is, at each one point on the curve, the consumer has no inclination for one pack over an alternate. One can proportionately allude to each one point on the indifference curve as rendering the same level of utility (fulfillment) for the consumer. As such an indifference curve is the locus of different focuses indicating diverse combos of two products giving equivalent utility to the consumer. Utility is then a gadget to speak to preferences as opposed to something from which preferences come. The principle utilization of indifference curves is in the representation of conceivably discernible demand designs for unique consumers over commodity bundles.

In Figure 1 explains that the consumer might rather be not on I2 but I3, and might rather be on I2 than I1, yet does not give a second thought where he/she is on a given indifference curve. The incline of an indifference curve (in supreme quality), referred to by economists as the marginal rate of substitution, shows the rate at which consumers are eager to surrender one great in return for a greater amount of the other great. For most products the marginal rate of substitution is not steady so their indifference curves are curved. The curves are curved to the birthplace, portraying the negative substitution effect. As value ascents for an altered cash income, the consumer looks for less the unmanageable substitute at a more level indifference curve.


Utility maximization is the controlling thought underlying consumer decisions examined with consumer demand theory and utility examination. It bodes well for surmise that individuals are for the most part propelled to do what is best for them, to buy the most fulfilling products, to settle on the choices that benefit more than damage, to enhance their general living models and prosperity, that is, to augment their utility. the utility maximization model is based focused around the accompanying suspicions:

  1. Consumers are thought to be balanced, attempting to get the most esteem for their cash.
  2. Consumers’ incomes are restricted on the grounds that their distinct assets are constrained. They confront a budget constraint.
  3. Consumers have clear preferences for different merchandise and administrations, accordingly they know their MU for every progressive units of the item.
  4. Each thing has a sticker. Consumers must pick around elective products with their constrained cash incomes.

The Utility Maximization guideline states: consumers choose to dispense their cash incomes so the keep going dollar used on every item bought yields the same measure of additional marginal utility.

For example we consume just two products: pizza and shakes. The cost of each one cut of pizza is $2 and the cost of each one shake is $1 and we just have $11 to use. Since the cost of every great is distinctive we have to separation the marginal utility by the cost to take into account a typical correlation. We then think about the marginal utility for every dollar for pizzas verses shakes.

In order to get maximum utility we will buy 4 slices of a pizza and 3 shakes. The price of 4 pizza slice will be $8 and the price of 3 shakes will be $3. So in our total income of $11 we can get maximum utility by buying 4 pizza slice and 3 shakes.


The singular consumer, then again, is one and only of numerous members in the market for great X. The market demand curve for great X incorporates the amounts of great X demanded by all members in the market for great X. The market demand curve is found by taking the flat summation of all singular demand curves. Case in point, assume that there were only two consumers in the market for great X, Consumer 1 and Consumer 2. These two consumers have diverse singular demand curves comparing to their distinctive preferences for great X. The two singular demand curves are portrayed in Figure , alongside the market demand curve for great X

For product X , the market demand curve is found by summing together the amounts that both consumers demand at each one cost. For instance, at a cost of $1, Consumer 1 demands 2 units while Consumer 2 demands 1 unit; thus, the market demand is 2 + 1 = 3 units of great X. In more general settings, where there are more than two consumers in the market for some great, the same rule keeps on applying; the market demand curve might be the even summation of all the market members’ singular demand curves.

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At the point when examining why the demand curve is descending inclining, we plot the substitution effect and income effect. We can watch the progressions in amount demanded along the demand curve because of the change in value; notwithstanding, the indifference curves and budget constraints can help us examine the measure of the income and substitution effects.

Case in point, say the consumers income is $15 and the cost of apples is $1 and the cost of oranges is $3. At these prices the consumer buys six apples and three oranges. At the point when the cost of oranges tumbles to $1, the consumer buys eight apples and seven oranges. Thus on the demand curve for oranges, the consumer buys three oranges when the value is three dollars and seven oranges when the value is one dollar.

Bringing the new budget constraint once again to the first indifference curve permits us to break down the income and substitution effects. Since the slant of the budget constraint reflects the proportion of prices, the substitution effect is the expansion in the amount of oranges that might be acquired given the new prices, while staying on the first indifference curve that is moving from point A to point B. The development from point B to point C is the income effect, the extra utilization of oranges because of the expanded obtaining force. With a reduction in the cost of oranges, the relative cost of apples has expanded and fewer apples might be expended because of the substitution effect; then again, because of expanded obtaining power, more apples are acquired and also more oranges.


Our investigation of demand licenses us to focus the underlying components influencing the level of consumer demand of a given item. An expansion in the cost of merchandise, we anticipate that consumers will respond by diminishing the amount they want to purchase. Our explanation of versatility of demand further creates our understanding of demand by indicating to us the degree of how consumers respond to modification in cost.

The theory of consumer conduct portrays how consumers purchase diverse products and administrations. Moreover, consumer conduct likewise demonstrates how a consumer designates its income in connection to the buy of distinctive products and how value influences his or her choice. There are two speculations that try to demonstrate consumer conduct. These are the utility theory and the indifference inclination theory.

The utility theory illustrates consumer conduct in connection to the fulfillment that a consumer gets the minute he expends a great. The utility theory of demand expects that fulfillment might be measured. The unit of measure of utility is called utils.

in indifference curve is a locus of focuses each of which speaks to a fusion of products and administrations that will give equivalent level of fulfillment to a consumer. To represent this, we think about a person who favors a synthesis of 2 merchandise.

The utility maximization is the economic situation in which we have to decide between two goods which gives maximum utility in the income. To explain this, we use example pizza and milk shake.


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