➢ Law of diminishing marginal utility ➢ Law of equi marginal utility ➢ Indifference curve/Budget line These topics are basically related with consumer equilibrium that is how consumer splits his expenditure on different products to maximize his total satisfaction. Indifference curve combined with budget line also explain the same idea. Whenever, there is question how consumer can get equilibrium that is, maximize his total satisfaction, it will be up to you whether you use utility concept or indifference curve. But if there is question specifically on consumer equilibrium with reference to indifference curve, then use the indifference curve to explain your answer. NOTE: We will discuss indifference curve and questions on it later. ========================================================== J2010/P4/Q5: Economic theory emphasizes the idea of an equilibrium position. Discuss whether the idea of equilibrium is as useful and practical way of explaining the behavior of a consumer. (25) Steps should be followed ➢ Define utility that is utility means satisfaction gained by consumer from consumption of product. ➢ Explain different types of utility that is, • Total utility (TU): Satisfaction from the consumption of all the units of product. • Marginal utility (MU): Satisfaction from one extra unit of product. MU= change in total utility ÷ total units of product consumed • Average utility (AU) : Per unit utility that is AU = total utility / total units consumed. ➢ Then define the law of diminishing marginal utility (LDMU): This law says that whenever there is an increase in consumption, marginal utility will fall OR when there is an increase in consumption, total utility will rise at diminishing rate and after certain point it will fall. ➢ Construct table to show that marginal utility will fall when there is an increase in consumption. Units of cup of tea 1 2 3 4 5 6 Total utility 10 18 24 27 27 25 Marginal Utility 10 8 6 3 0 -2 Note: Construction of table can be avoided. ➢ Construct diagram showing that marginal utility falls and total utility rises at diminishing rate and after certain point it falls The above diagram is showing that when there is an increase in consumption of product, marginal utility falls and after certain point it becomes negative due to disutility that is, consumption affects the consumer negatively .Total utility curve is rising at diminishing rate and after certain point it falls due to disutility. ➢ Then explain that the above discussion on utility can be extended to explain consumer behaviour when consumer wants to spend on different products to maximize his total satisfaction. ➢ Explain law of equi-marginal utility(LEMU):This law says that if consumer spends on more than one product, his total utility from the consumption will be maximum if MUA/PriceA = MUB/PriceB = MUC/PriceC……….MUN/PN The above equation states that the consumer equilibrium is where the marginal utility from the last dollar spent on product “A” equals the utility from the last dollar spent on product “B” equals the utility from last dollar spent on product C equals the utility from last dollar spent on product N, thus taking into account all of the products. ➢ In other words, equi-marginal utility principle says that consumer will be in equilibrium when it is not possible to switch a single dollar’s worth of expenditure from one product to another and obtain an increase in total utility. ➢ Equi-marginal utility principle assumes that utility can be measured, consumer has limited income, consumer’s taste is constant, consumer is rational and consumer seeks to maximise total utility. ➢ Then explains the law of equi – marginal utility by considering only two products A and B. (Note: there is no need construct table given in notes). ➢ Suppose that consumer is consuming two products A and B with price of $10 and $5 respectively. Moreover, he consumes 8 units of product A and 4 units of product B. From 8th unit of product A his satisfaction is 100 and from 4th unit of product B his utility is 50. Therefore, consumer total satisfaction from product A and product B will be maximum if MUA/priceA = MUB/PriceB By putting the above figures in the formula 100/$10 = 50/$5 10 = 10 The above calculation is showing that per dollar satisfaction from each product is same that is 10, therefore, consumer total satisfaction will be maximum from 8 units of product A and 4 units of product B. ➢ Now suppose that there is fall in price of product B, then MUB/priceB > MUA/PriceA ➢ It means that per dollar satisfaction from product B will be greater than product A. ➢ In this situation, consumer will change the combinations of two products. He will purchase more units of product B and less unit of product A until per dollar satisfaction from each product becomes same that is, MUA/PriceA = MUB/PriceB So, by the use of utility it has been possible to demonstrate the logic of “rational” consumer choice and the derivation of demand curve, however it does present a few major difficulties particularly when it comes to the practical aspect of explaining consumer equilibrium. ➢ Then explain the limitation of utility concept. • It is assumed that consumer can exactly know the utility that he derives and can equate per dollar satisfaction from each product. But in reality it could be difficult for consumer to measure the utility he derives from different products. Therefore, in many cases consumer may not be able to satisfy the law of equi-marginal utility requirement. ➢ It is assumed that consumer will behave rationally but in many cases may be consumer is not behaving rationally and there could be impulse buying or may be consumer is influenced by advertisement. ➢ Consumer may not be able to maximize his total utility due to lack of full information about the product. ➢ The utility theory assumes that when there is change in price of product, consumer will change the combinations of product he is purchasing but this can not be applied on durable products because consumers can not change durable products time and time again. NOTE: Almost all the other questions on utility concept have the same answer. I am going to discuss few other questions, 90% answer will be same as discussed above. ========================================================== J06/p4/Q3a: Question is when poor gets one extra dollar, his satisfaction will be more than when rich gets one extra dollar. Steps should be followed Utility is the satisfaction that people derive from the consumption of goods and services. Total utility (TU) and Marginal utility (MU) are two important measures of utility. Total utility is the total satisfaction a consumer obtains from the consumption of all the units of a good consumed. While Marginal utility is the satisfaction a consumer obtains from the consumption of one extra unit of a good within a given time period OR marginal utility can also be defined as the utility from the last unit of product OR change in total utility when one extra unit of product is consumed is known as marginal utility. That is, MU= change in TU ÷ change in units of good consumed. Average utility means per unit utility that is, AU = TU/Total units of product consumed According to law of diminishing marginal utility, as more and more units of products are consumed successfully an extra unit will provide less additional satisfaction than the previous unit OR it can be said that according to law of diminishing marginal utility, Marginal utility will fall when there is an increase in the consumption of product. Law of diminishing marginal utility is based on the following assumptions. 1. 2. 3. 4. Consumer should be rational. The product is taken in suitable and reasonable units. There should be no interval between two consumptions. The taste, fashion, customs and habits of the consumer remain unchanged. 5. Utility can be measured. The LDMU can be further explained with the help of following table. Number of cups of Tea 1 2 3 4 5 6 7 8 Total utility Marginal utility 80 150 210 250 275 280 280 278 80 70 60 40 25 5 0 -2 The above table is showing that when there is an increase in consumption of number of cups of tea, marginal utility is falling. The second cup of tea is giving less additional satisfaction than the first cup. The third cup is giving even less satisfaction. Total utility is increasing but at diminishing rate and after certain point it falls. ➢ When poor gets one extra dollar and spends it, his marginal utility falls but still marginal utility from one extra dollar will be greater than the marginal utility gained by rich person when he gets and spends one extra dollar. ➢ But discussion can be made that whether utility laws can be applied on money or not because some says that more money means more power, respect and influence in the society. Therefore laws of utility can not be applied on money. ➢ But other says that utility laws can be applied on money. ➢ If we accept the second opinion, then laws of utility can be applied on money. In this case government should take some measures to increase the money possessed by poor and reduce the money possessed by rich. ➢ The measure could be progressive tax system that transfers money from rich to poor. ➢ But when poor receives one extra dollar ,its total utility will rise and when government takes one extra dollar from rich, its total utility will fall. Then how much there will be overall increase in welfare (utility) of people will be uncertain. ================================================== J11/p4/Q3b: Analyse what is meant by the equi-marginal principle of consumer demand and whether it can be linked to the derivation of a market demand curve. (13) N11/P4/Q2: Explain the link between a consumer’s and the equimarginal principle of utility.(12) J12/P4/Q2a: Explain the theoretical link between utility, price and demand curve for product. (12) N/2013/Q2a: Use the theory of marginal utility to analyse how a consumer will normally buy more of a product at a lower price than at a higher price and explain how this theory can be used to derive a market demand curve. (12) N/16/P4/Q3a: A number of consumers are deciding whether to buy a product. How far does economic theory explain the determination of the market demand curve for that product? (12) J2019/P4/Q4a: Analyse how an individual consumer’s demand curve for a product is derived and consider how this may be linked to its market. (12) NOTE: Answers are same for all these questions. Steps should be followed ➢ The theory of consumer behavior explains consumer equilibrium with the help of equi-marginal principle. ➢ Define utility and explain different types of utility that is, ➢ Satisfaction from the consumption of product is known as utility. • Total utility (TU): Satisfaction from the consumption of all the units of product. • Marginal utility (MU): Satisfaction from one extra unit of product. MU= change in total utility ÷ total units consumed. • Average utility (AU) : Per unit utility that is AU = total utility ÷ total units consumed. ➢ Then define the law of diminishing marginal utility (LDMU): This law says that whenever there is an increase in consumption, marginal utility will fall OR when there is an increase in consumption ,total utility will rise at diminishing rate and after certain point it will fall. ➢ Construct diagram showing that marginal utility falls and total utility rises at diminishing rate and after certain point it falls The above diagram is showing that when there is an increase in consumption of product, marginal utility falls and after certain point it becomes negative due to disutility that is, consumption affects the consumer negatively .Total utility curve is rising at diminishing rate and after certain point it falls due to disutility. ➢ Then explain that the above discussion on utility can be extended to explain consumer behaviour when consumer wants to spend on different products to maximize his total satisfaction. ➢ Explain principle of equi-marginal utility: The equi-marginal utility principle says that if consumer spends on more than one product, his total utility from the consumption of Product A, B ,C…..N will be maximum if MUA/PriceA = MUB/PriceB = MUC/PriceC……….MUN/PN ➢ The above equation states that the consumer equilibrium is where the marginal utility from the last dollar spent on product “A” equals the utility from the last dollar spent on product “B” equals the utility from last dollar spent on product N, thus taking into account all of the products. In other words, equi-marginal utility principle says that consumer will be in equilibrium when it is not possible to switch a single dollar’s worth of expenditure from one product to another and obtain an increase in total utility. ➢ Equi-marginal utility principle assumes that utility can be measured, consumer has limited income, consumer’s taste is constant, consumer is rational and consumer seeks to maximise total utility. ➢ Then explains the law of equi – marginal utility by considering only two products A and B. (Note: there is no need construct table given in notes). ➢ Suppose that consumer is consuming two products A and B with price of $10 and $5 respectively. Moreover, he consumes 8 units of product A and 4 units of product B. From 8th unit of product A his satisfaction is 100 and from 4th unit of product B his utility is 50. Therefore, consumer total satisfaction from product A and product B will be maximum if MUA/priceA = MUB/PriceB By putting the above figures in the formula 100/$10 = 50/$5 10 = 10 The above calculation is showing that per dollar satisfaction from each product is same that is 10, therefore, consumer total satisfaction will be maximum from 8 units of product A and 4 units of product B. ➢ Now suppose that there is fall in price of product B, then MUB/priceB > MUA/PriceA ➢ It means that per dollar satisfaction from product B will be greater than product A. Keeping in mind the per dollar utility concept it can be said that demand curve for product B will slope downward showing that when there is decrease in price of product B, its quantity demanded will increase due to increase in per dollar utility. Thus it is possible to develop theoretical link between utility, price and demand of product. The above diagram is showing that when there is decrease in price of Product “B”, its quantity demanded increases from D1 to D2. This is because when there is decrease in price of product “B”, per dollar utility from product B increases, therefore consumer increases the purchase of product B. ➢ All the consumers will behave in the same way, therefore for all the consumers demand curves slopes downward. In the above diagram, we are assuming that market consists of two consumers Mr. 1 and Mr.2 demanding product X. Both individual demand curves slope downward showing inverse relationship between price and quantity demanded. In order to find the market demand curve, we add up individuals demand at given prices through horizontal summation. Conclusion of all questions: So, by use of utility it is possible to demonstrate the logic of “rational” consumer choice and derive the demand curve of an individual consumer. The market demand curve is derived simply by aggregation of individuals’ demand curves. ========================================================= N12/P4/Q2a: A study found that demand for tickets for exhibitions at a major art gallery had unitary price elasticity. Explain how the concept of diminishing marginal utility may be used to construct a demand curve for the product and whether that analysis still applies in case of demand for tickets for the exhibitions. (12) J/13/p4/Q5a: Explain how a consumer allocates expenditure according to the principle of equi-marginal utility and analyse how a change in income might affect that allocation. (13) ➢ Utility is the satisfaction that people derive from the consumption of goods and services. Total utility (TU) and Marginal utility (MU) are two important measures of utility. Total utility is the total satisfaction a consumer obtains from the consumption of all the units of a good consumed. While Marginal utility is the satisfaction a consumer obtains from the consumption of one extra unit of a good within a given time period OR marginal utility can also be defined as the utility from the last unit of product OR change in total utility when one extra unit of product is consumed is known as marginal utility. ➢ According to law of diminishing marginal utility, as more and more units of products are consumed successfully an extra unit will provide less additional satisfaction than the previous unit OR it can be said that according to law of diminishing marginal utility, Marginal utility will fall when there is an increase in the consumption of product. The TU and MU can be explained with the help of the following diagram. In the above diagram MU curve slopes downward, simply illustrating the principle of diminishing marginal utility.The TU curve starts at the origion. When MU is positive and diminishing, TU increases at a decreasing rate. TU reaches a peak when MU is zero. TU is falling when Mu becomes negative(Disutility). ➢ We can extend our analysis of utility to explain how a rational consumer decides what combination of goods to buy from the given income. The underlying principle is called equi-marginal utility. ➢ Explain principle of equi-marginal utility: It says that if consumer spends on more than one product, his total utility from the consumption will be maximum if MUA/PriceA = MUB/PriceB = MUC/PriceC……….MUN/PN The above equation states that the consumer equilibrium is where the marginal utility from the last dollar spent on product “A” equals the utility from the last dollar spent on product “B” equals the utility from last dollar spent on product N, thus taking into account all of the products. ➢ In other words, equi-marginal utility principle says that consumer will be in equilibrium when it is not possible to switch a single dollar’s worth of expenditure from one product to another and obtain an increase in total utility. ➢ Equi-marginal utility principle assumes that utility can be measured, consumer has limited income, consumer’s taste is constant, consumer is rational and consumer seeks to maximise total utility. The analysis is based on the following assumptions: 1. Satisfaction can be measured. 2. Consumer is rational and therefore wants to maximize total satisfaction. 3. Taste and preferences are constant. ➢ To further explain the theory we can develop the following example. Suppose that consumer has a fixed income of $16 per time period and he spends $16 on normal goods A and B. Product A costing $2 each and product B costing $4 each. We further assume that there is no saving and borrowing that is consumer has to spend $16 on these two products. The table below will help to explain consumer equilibrium. Units MUA MUB Price$2 Price each $4 each MUA/PriceA MUB/PriceB 1 80 68 40 17 2 52 32 26 8 3 20 28 10 7 4 16 24 8 6 5 8 20 4 5 Given this situation, it can be seen that the consumer is in equilibrium when he consumes four units of product A and two units of product B with given income of $16 that is, MUA/PriceA = MUB/PriceB So, MUA from 4th unit = MUB from 2nd unit Price of A Price of B 16/$2 = 32/$4 So total utility from 4 units of A and 2 units of B will be 168 + 100 = 268 Therefore, with given income of $16, it will not be possible for consumer to get other combination of these two products to obtain the higher level of total utility. It is also possible to use marginal utility as a means of deriving a demand curve. If for instance, price of product is going to fall to $2, then per dollar utility from B will be higher than per dollar utility from product A, that is in this case 16/$2 ≠ 32/$2 8 ≠ 16 In this new situation per dollar utility from product A is 8 and per dollar utility from product B is 16. To attain equilibrium again, consumer will increase the consumption of product B and decrease the consumption of product A till the point where MUA/PriceA = MUB/PriceB To satisfy the above formula consumer will increase the consumption of product B from 2 units to 5units and decrease the consumption of product A from 4 units to 3 units. That is MUA from 3rd unit = MUB from 5th unit Price of product A Price of product B 20/$2 10 = = 20/$2 10 We can use this example to construct the consumer’s demand curve for product B as given below. A decrease in price of product B has resulted an increase in quantity demanded of product B because with the given income and new price of product B consumers maximizes satisfaction at a higher quantity of product B. In other words decrease in price of product B will lead to increase in per dollar satisfaction from product B. Therefore, consumer will increase the consumption of product B. Thus it is possible to develop theoretical link between utility, price and demand of product. (NOTE: For question N12/P4/Q2a answer will end here with the conclusion that unitary elastic demand implies that the demand curve is sloping downward from left to right showing that fall in price causes rise in quantity demanded with the same proportion and vice versa. Therefore demand curve reflects diminishing marginal utility. Thus the analysis of consumer equilibrium and derivation of demand curve will apply to the demand for tickets of exhibition as much as to any other product with the normal downward sloping demand curve). If this is what each consumer does, it is also what all consumers taken together do. Thus the theory of consumer behavior predicts a negatively sloped market demand curve. The market demand curve is the horizontal sum of the quantities demanded by all individual buyers at various prices per period of time. So market demand curve represents the aggregation of demand curves of all individual buyers. ➢ So far, we have analyzed that a change in price of a good brings a movement along the demand curve assuming money income remains unchanged. Thus each demand curve is drawn for a particular level of income; therefore a change in income must lead to shift in the demand curve, itself. Rightward or leftward shift due to change in income depends on whether product is inferior good or normal good. If there is an increase in income, demand curve for normal good will shift rightward showing increase in demand but for inferior good, demand curve will shift leftward showing decrease in demand. This can be explained with the help of following diagrams. In the figure on the left a rise in consumer income causes rightward shift in demand curve for normal good from D to D1. Increase in demand leads to shortage of product at price “P” from e to b.Due to this shortage price will increase from P to P1 causing upward movement in supply curve from e to e1 and it also causes upward movement in new demand curve D1 from b to e1. In this way new equilibrium will be attained at new price P1 and equilibrium quantity will be q1.Movement along the demand curve refers to a readjustment by consumer in order to restore MU/P ratio. In the same way a rise in consumer income will cause leftward shift in demand curve for inferior good from D to D1.This will create surplus at original price P from e to b. Surplus will lead to fall in price from P to P1. Due to fall in price there will be downward movement along the supply curve from e to e1 and demand curve from b to e1. Therefore new equilibrium price will be P1 and new equilibrium quantity will be q. ========================================================== N2019/P4/Q3a: Explain what is meant by a normal good and comments on the link between total utility, marginal utility and a consumer’s demand curve for that good. (12) Steps should be followed ➢ Demand is the quantity of product that consumer is willing at able to purchase at various prices over certain time period, other things remain constant. Therefore, effective demand will be there when there is willingness and ability to purchase the product. Ability means purchasing power. There are many factors that can influence the purchasing power of consumer. Income is also one factor that can influence the purchasing power of consumer. Normal good are those good for which demand increases when there is an increase in income and vice versa. Such good is said to have a positive income effect as there exists a direct relationship between consumer’s income and demand for that good. ➢ The theory of consumer behavior explains consumer equilibrium with the help of equi-marginal principle. ➢ Define utility and explain different types of utility that is, ➢ Satisfaction from the consumption of product is known as utility. • Total utility (TU): Satisfaction from the consumption of all the units of product. • Marginal utility (MU): Satisfaction from one extra unit of product. MU= change in total utility ÷ total units consumed. • Average utility (AU) : Per unit utility that is AU = total utility ÷ total units consumed. ➢ Then define the law of diminishing marginal utility (LDMU): This law says that whenever there is an increase in consumption, marginal utility will fall OR when there is an increase in consumption ,total utility will rise at diminishing rate and after certain point it will fall. ➢ Construct diagram showing that marginal utility falls and total utility rises at diminishing rate and after certain point it falls. The above diagram is showing that when there is an increase in consumption of product, marginal utility falls and after certain point it becomes negative due to disutility that is, consumption affects the consumer negatively .Total utility curve is rising at diminishing rate and after certain point it falls due to disutility. ➢ Then explain that the above discussion on utility can be extended to explain consumer behaviour when consumer wants to spend on different products to maximize his total satisfaction. ➢ Explain principle of equi-marginal utility: It says that if consumer spends on more than one product, his total utility from the consumption will be maximum if MUA/PriceA = MUB/PriceB = MUC/PriceC……….MUN/PN The above equation states that the consumer equilibrium is where the marginal utility from the last dollar spent on product “A” equals the utility from the last dollar spent on product “B” equals the utility from last dollar spent on product N, thus taking into account all of the products. ➢ In other words, equi-marginal utility principle says that consumer will be in equilibrium when it is not possible to switch a single dollar’s worth of expenditure from one product to another and obtain an increase in total utility. ➢ Equi-marginal utility principle assumes that utility can be measured, consumer has limited income, consumer’s taste is constant, consumer is rational and consumer seeks to maximise total utility. ➢ Suppose that consumer is consuming two products A and B with price of $10 and $5 respectively. Moreover, he consumes 8 units of product A and 4 units of product B. From 8th unit of product A his satisfaction is 100 and from 4th unit of product B his utility is 50. Therefore, consumer total satisfaction from product A and product B will be maximum if MUA/priceA = MUB/PriceB By putting the above figures in the formula 100/$10 = 50/$5 10 = 10 The above calculation is showing that per dollar satisfaction from each product is same that is 10, therefore, consumer total satisfaction will be maximum from 8 units of product A and 4 units of product B. ➢ Now suppose that there is fall in price of product B, then MUB/priceB > MUA/PriceA ➢ It means that per dollar satisfaction from product B will be greater than product A. Keeping in mind the per dollar utility concept it can be said that demand curve for product B will slope downward showing that when there is decrease in price of product B, its quantity demanded will increase due to increase in per dollar utility. Thus it is possible to develop theoretical link between utility, price and demand of product. The above diagram is showing that when there is decrease in price of Product “B”, its quantity demanded increases from D1 to D2. This is because when there is decrease in price of product “B”, per dollar utility from product B increases, therefore consumer increases the purchase of product B. ====================================================== J/11/p4/Q3a: Question is discuss whether demand schedules and budget line diagrams are similar in the way they represent the effect of i. A rise in the price of product ii. A rise in a consumer’s income. Steps should be followed (12) ➢ Define demand schedule: Table showing the numerical relationship between price and quantity demanded. ➢ Construct demand schedule Price $ 10 9 8 7 6 5 4 QD Per day 1 2 3 4 5 6 7 The above demand schedule is showing the inverse relationship between price and quantity demanded that is when there is decrease in price, there will be an increase in quantity demanded. ➢ Construct demand curve based on demand schedule. The above demand curve slopes downward showing the inverse relationship between price and quantity demanded. ➢ Define Budget line: Line showing the different combinations of two products that consumer can purchase given the income of consumer and price of products. ➢ Construct budget line In the above diagram consumer income is $200.The price of product A and product B is $20 and $ 10 respectively. Diagram is showing the different combinations of A and B that consumer can purchase (Note: explain different combinations by yourself). ➢ There are several differences between demand schedule and budget line. • Demand schedule shows the different quantities of same product that consumers are willing and able to purchase at various prices over certain time period, other things remain constant. It slopes downward showing the inverse relationship between price and quantity demanded. In contrast budget line shows the combinations of two products that consumers can purchase with given income and price of products. It does not show the willingness and ability of consumer to purchase the product. • Whenever there is change in price, .there will be movement along the demand curve. • On the other hand in case of budget line when there is change in price of both products given the income of consumer, there will be shift in budget line. If there is change in price of one product given the income, there will be pivotal shift in budget line as shown by the following diagram. In the above diagram when there is an decrease in price of product B from $10 to $6.67, given the price of product A and income of consumer that is $200, budget line shift leftward and shift is pivotal showing that this will not affect the quantity of product A but quantity of good B consumer can purchase will increase. • When income rises, demand curve for normal goods will shift rightward and demand curve for inferior good shifts leftward.( explain the difference between normal goods and inferior goods) The above diagram figure (i) is showing that when there is an increase in income, demand curve for normal good shifts rightward (from D to D1) showing increase in demand and for inferior good it shifts leftward ( D to D2) showing decrease in demand. But in case of budget line for both normal good and inferior good budget line shifts rightward when there is an increase in income as shown by figure (ii) because budget line shows the combinations of two products that consumer can purchase at new income given the price of products. ➢ The two curves, however are similar in a way that both on their own can not point the new quantity that consumer will purchase when there is an increase in income. ➢ In case of demand curve ,we need supply curve in order to indicate the quantity that consumer will purchase when there is an increase in income ➢ In case of budget line, we need to have indifference curve to indicate what consumer can purchase when there is an increase in income. ==========================================================