WRITTEN REPORT IN BASIC MICROECONOMICS CONSUMER CHOICE AND UTILITY MAXIMIZATION GROUP 3 Pamantasan ng Lungsod ng Muntinlupa, College of Business Administration BSBA2OCT-3 Torres, Rochena Julifer Epanis, Dicerie Nicole Radan, Marive Roxas, Marcon Espino, Frederick Loren Mr. Mhandy Asiado February, 2023 We as Consumers, We, have different wants and demands, We, differ like and dislike standard. However, our behavior as a consumer is hard to determine and measure. From an Economic stand point, our objective as consumers is to maximize our satisfaction given our limited budget or income. Here in our report we will learn how we, as consumers behave in order to maximize our satisfaction on the goods and services that we consume given our limited income. Before we proceed of consumer behavior, We, have to know who is a consumer? Consumer is one who demands and consume goods and services, Consumer is the king pin of the market. In a market economy, prices of the commodities in the market are affected by the forces of demand and supply which depends upon the purchasing power of the consumer that generates open competition in the market. Therefore, consumers are also known as sovereign in the market. In general terms, if we as consumers, demand more of a good or service, then more of it will be supplied. Now the producers simply obey the wishes and desires as well as needs and wants of consumer. Nevertheless, our freedom to satisfy our human wants is not completely unlimited. For the good of society and the individual consumers, the government restricts consumer sovereignty. For Example, the government prohibits the use of dangerous drugs and substances and regulates the use of products that are health hazards like alcoholic beverages and cigarettes. It also regulates products that are destructive to the environment like the use of leaded gasoline. CONSUMER BEHAVIOR The Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. This talks about how these individuals or group, as a consumers deal with what to buy, where they buy goods and services, how they buy and how much they buy them, when they buy and the reason or why they buy. According to the economist Alfred Marshall The theory of consumer behavior is based on the assumption that an individual, as rational buyer, has the perfect information about the market and is fully aware of his needs and can determine full satisfaction. This theory asserts that the consumer as a rational person spend his or her income on goods and services that yield or would give, the highest level of satisfaction. Here in this topic it is important to study the consumers and how they behave to help firms sustain and improve their operation and production. The ability to understand the consumers would allow them to produce better goods and services that can help create better economic conditions for consumer as well. GOOD AND SERVICES In Good and Services it is important to clarify what goods and services are. So Goods it refers to anything that provides satisfaction of the consumer like needs, wants and desires that they can be any tangible economic products, For example is Cars, Clothes, or any gadgets. Now in services on the other hand are any intangible economic activities for example Hairdressing, telecommunications etc, that likewise contribute directly or indirectly to the satisfaction of human wants. It says Tangible Goods can be classified according to, but not limited to, the following are: CONSUMER GOODS These are the goods that yield satisfaction directly to any consumer. These Goods are primarily sold for consumption, and not to be used for further processing or as an input or raw material needed in producing another good. Examples of consumer goods Food, personal-care items, entertainment, and clothing. it also includes services like dry cleaning, auto repairs and so on. All goods that are durable or nondurable maintained for consumption in any form but not reproduction or reselling for any other intention. ESSENTIAL OR NECESSITY GOODS VS. LUXURY GOODS. As we study consumer behavior it’s important to reiterate what these goods are, Essential or necessity goods are goods that satisfy the basic needs of man. In other words, these are goods that are necessary in our daily existence as human beings. These are also goods that we cannot live without such as food, water, shelter, clothing, electricity etc. Conversely, luxury goods is that which is both useful and scarce. It has value attached to it and a price has to be paid for its use. If a good is so Abundant that there is enough of it to satisfy everyone’s needs without anybody paying for it, that good is free Water from our faucet is an economic good because we are not utilizing it for free, we have to pay its distributor. The air that we breathe and the sunlight coming from the sun are examples of free goods TASTE AND PREFERENCES The Consumers have various tastes and preferences. Generally taste and preferences are determined by age, income, education, gender, occupation customs, and tradition as well as culture. Preferences are the choices made by us consumers as to which product or services to consume. The strength of our preferences will determine which products to buy given our limited disposable income thus the demand of products to buy. We us consumers also express preferences to which particular brand of a product to purchase. Even the choice of food, clothing, shelter, for instance, we differ in our choices and preferences. Some prefer bread than rice other like fish and vegetable than meat. In fact we can generalize that no two consumers have exactly the same likes and dislikes. MASLOW’S HIERARCHY OF NEEDS The original hierarchy of needs five-stage model includes: Maslow (1943, 1954) stated that people are motivated to achieve certain needs and that some needs take precedence over others. Our most basic need is for physical survival, and this will be the first thing that motivates our behavior. Once that level is fulfilled the next level up is what motivates us, and so on. 1. Physiological needs – these are biological requirements for human survival, e.g. air, food, drink, shelter, clothing, warmth, sex, sleep. If these needs are not satisfied the human body cannot function optimally. Maslow considered physiological needs the most important as all the other needs become secondary until these needs are met. 2. Safety needs – once an individual’s physiological needs are satisfied, the needs for security and safety become salient. People want to experience order, predictability and control in their lives. These needs can be fulfilled by the family and society (e.g. police, schools, business and medical care). For example, emotional security, financial security (e.g. employment, social welfare), law and order, freedom from fear, social stability, property, health and wellbeing (e.g. safety against accidents and injury). 3. Love and belongingness needs – after physiological and safety needs have been fulfilled, the third level of human needs is social and involves feelings of belongingness. Belongingness, refers to a human emotional need for interpersonal relationships, affiliating, connectedness, and being part of a group. Examples of belongingness needs include friendship, intimacy, trust, and acceptance, receiving and giving affection, and love. 4. Esteem needs – are the fourth level in Maslow’s hierarchy and include selfworth, accomplishment and respect. Maslow classified esteem needs into two categories: (i) esteem for oneself (dignity, achievement, mastery, independence) and (ii) the desire for reputation or respect from others (e.g., status, prestige). Maslow indicated that the need for respect or reputation is most important for children and adolescents and precedes real self-esteem or dignity. 5. Self-actualization – needs are the highest level in Maslow’s hierarchy, and refer to the realization of a person’s potential, self-fulfillment, seeking personal growth and peak experiences. Maslow (1943) describes this level as the desire to accomplish everything that one can, to become the most that one can be. Individuals may perceive or focus on this need very specifically. For example, one individual may have a strong desire to become an ideal parent. In another, the desire may be expressed economically, academically or athletically. For others, it may be expressed creatively, in paintings, pictures, or inventions. THE ECONOMICS OF SATISFACTION You may be wondering by now how economics can explain the behavior of consumers in order to attain maximum level of satisfaction on the goods and services that they consume. In this section, we’re going to explain how consumers attain maximum satisfaction level on the many goods and services available for their consumption. But, we have to remember that every consumer has different preferences on attaining their satisfaction to their highest level so every one of us has different likes and dislikes. This section will discuss to you some of the theories that economists have devised to explain how consumers are able to attain maximum level of satisfaction when consuming a particular good or services UTILITY THEORY Utility, in economics, refers to the satisfaction or pleasure that an individual or consumer gets from the consumption of a good or service that he or she purchases. For purposes of economic analysis, utility is also measured by how much a consumer is willing to pay for particular goods or services that means that utility is a satisfaction or pleasure of a consumer so whatever the price of a certain products or services as long as the customer is satisfied then he/she will buy the products or services. The utility function is based on a consumer's satisfaction. It assesses how much one loves purchasing something. A utility is a measure of how much one loves a certain movie, meal, or other item. It fluctuates according on the level of desire. The following conclusions can be drawn: • • • The utility of a good varies from one customer to the next. It changes for the same customer as the number of desires changes. It should not be confused with its usefulness. Utility Characteristics • • • • • It is determined by human desires. That is incalculable. A utility is a subjective concept. It is determined by knowledge. The utility of anything is determined by how it is used. • • It is entirely subjective. It is determined by ownership. Measurement of utility The measurement of a utility aids in the analysis of a customer’s demand behavior. It is assessed in two ways. CARDINAL APPROACH This technique assumes that it is quantifiable. Cardinal numbers, or quantitative numbers such as 1, 2, 3, and so on, can be used to indicate one’s contentment. It reveals a customer’s preference in cardinal measurement. It is calculated in utils. ORDINAL APPROACH This technique implies that it is similar. Ranking allows one to express satisfaction. One can compare goods and assign them ranks such as first, second, tenth, and so forth. It displays the preferred order. An ordinal approach is a qualitative method for calculating utility. Price represents the utility or the satisfaction of the consumer Quality demand is represents how much the consumer, consumes Table 4.1 presents a hypothetical demand schedule for siopao. The chart shows that the amount of money you are willing to pay for an additional unit of siopao decreases. What is the reasoning for this? As you may have seen, the more siopao you eat, the more full you get, to the point that you are unwilling to spend more money on the next siopao you want to consume. In other words, the enjoyment or utility gained from consuming an extra siopao decreases as you eat more and more of it. The hypothetical example that we have illustrated is what the utility theory is all about, It simply tries to explain how our satisfaction or utility as consumers decline when we try to consume more and more of the same good at a particular point in time. They’re 2 important concepts that should be explain before we fully understand the utility theory 1. Marginal utility 2. Total utility MARGINAL UTILITY Marginal utility is defined as the additional satisfaction that an individual derives from consuming an extra unit of a good or service. Marginal means 'additional' or 'extra'. In economics, we use marginal analysis to investigate the impact of adding one more unit to, or subtracting one unit from, some economic variable. We are interested in the incremental or extra utility received from greater use of a commodity for this purpose. So, the marginal utility of a commodity is the gain in overall utility or satisfaction resulting from the consumption of an additional or extra unit of such commodity; it is the loss of utility or satisfaction resulting from the consumption of one unit less. In other words, it is the change in total utility caused by an increase in the quantity of a good consumed by one unit. In other words the marginal utility is the added satisfaction that a consumer gets form having a more units of goods or services TOTAL UTILITY Total utility, is the total satisfaction that a consumer derives from the consumption of a given quantity of a good or service in a particular time period. Total utility may also be defined as the whole benefit derived by a person through the consumption of an item or service. Overall utility is proportional to the quantity of the good consumed; more consumption typically results in higher total utility. As a result, our overall utility often grows when we use more and more of an item or service, albeit at a slower or falling pace. This means that when we get saturated with the commodity or service we are consuming, each additional unit eaten contributes less and less marginal benefit than the prior units spent. Let us illustrate this using the hypothetical utility schedule presented in Table 4.2 Assume that at the end of our class, you are too hungry so that you went directly to the cafeteria. In the cafeteria, you bought and consumed one siopao for your merienda. In this case, your total and marginal utilities are 40 utils. Assume further that you consumed another siopao because you are too hungry after the class. Your total utility now increases to 90 utils so that marginal utility increases by 50 utils. Let us now assume that you have consumed five siopao. Take note in that table that your total utility for the fifth unit is 350 utils. However what is more important is the marginal utility. As we can observe, marginal utility has declined to only 80 utils. Why is this so? This is because of the Law of Diminishing Marginal Utility. DIMINISHING MARGINAL UTILITY. This Law states that as a consumer gets more satisfaction in the long run, he or she experiences a decline in his satisfaction for goods and services. This means that the more we consume a goods or services the more we get a less marginal utility or an extra satisfaction or utilities. MATHEMATICAL DERIVATION OF MARGINAL UTILITY How do we derive marginal utility? Marginal utility is simply the change in total utility divided by the change in quantity. Thus, MU (marginal utility) = Delta TU (total utility) divided by Delta Q (quality consumer) Where: Applying the formula, we can derive the marginal utility for the total utility presented in Table 4.2. Thus, if we want to determine the marginal utility from the consumption of two pieces of siopao to three pieces, we can simply apply the formula presented above. MU = 170-90 3-2 MU = 80 GRAPHICAL ILLUSTRATION OF TU AND MU We have already discussed the concepts behind total utility and marginal utility. Now, we are ready to analyze total utility and marginal utility in graphical form. Figures 4.1 and 4.2 are graphical presentations of the total and marginal utility concepts We mentioned this before. As we have previously discussed, when we use more and more of an item or service, our overall utility rises but at a decreasing pace. Figure 4.1 illustrates this notion. Our total utility curve, as you may have seen, is concave from the origin. The curve, as illustrated by the dotted lines, shows that the initial consumption of 1 unit of Q leading to 2 units of Q has a greater angle than the subsequent consumption (from 2 units to 3 units). As a result, we may conclude that the consumption of 1 unit of Q to 2 units of Q has a total utility of 10 utils, or a 5 utils incremental gain, While the next consumption only grew to 11 utils, or an additional 1 util, the previous consumption only increased to 11 utils. The marginal utility curve illustrated in Figure 4.2 is a convex curve. This is because marginal utility starts at high level but as consumption of the same good increases, marginal utility declines. Like I've said the more that you consume a good or services the more that it added a marginal utility but it also declines because we are already satisfied of what we have consumed MAXIMIZING TOTAL UTILITY When do we stop consuming a goods or services? that’s when maximizing Total Utility came, we are given the opportunity to maximizes our satisfaction by continuously consuming more units of asserting good until our satisfaction falls down to zero, when we reach the peak of our satisfaction that’s when the marginal utility falls down to 0 (1) allocate the entire available budget, (it is to maximize the total utility) (2) make the marginal utility per peso spent the same for all goods. (It means that we have to spend our satisfaction in the same goods or service) CONSUMER SURPLUS - Measure of the welfare we gain firm the consumption of goods and services or a measure of benefits that we derived from the exchange of goods. Ex. Supposed you are interested in buying a new pair of maong pants. So you went to the mall and look for the pants you wanted so much. Your budget is P3,000.00. So you went to the boutique you found, but then the pants you like most cost only P2,500.00. Immediately you bought the pants. Because Consumer surplus, also known as buyer’s surplus, is the economic measure of a customer’s excess benefit. It is calculated by analyzing the difference between the consumer’s willingness to pay for a product and the actual price they pay, also known as the equilibrium price. A surplus occurs when the consumer’s willingness to pay for a product is greater than its market price. While taking into consideration the demand and supply curves, the formula for consumer surplus is CS = ½ (base) (height). In our example, CS = ½ (2) (3000-2500) = 500. Consumer surplus for a product is zero when the demand for the product is perfectly elastic. This is because consumers are willing to match the price of the product. When demand is perfectly inelastic, consumer surplus is infinite because a change in the price of the product does not affect its demand. This includes products that are basic necessities such as milk, water, etc. Demand curves are usually downward sloping because the demand for a product is usually affected by its price. With inelastic demand, consumer surplus is high because the demand is not affected by a change in the price, and consumers are willing to pay more for a product. In such an instance, sellers will increase their prices to convert the consumer surplus to a producer surplus. Alternatively, with elastic demand, a small change in price will result in a large change in demand. It will result in a low consumer surplus as customers are no longer willing to buy as much of the product or service with a change in price. INDIFFERENCE CURVE An indifference curve is a chart showing various combinations of two goods or commodities that leave the consumer equally well off or equally satisfied—hence indifferent—when it comes to having any combination between the two items that is shown along the curve. For instance, if you like both hamburgers and pizza, you may be indifferent to buying either 20 hamburgers and no pizza, 35 pizza and no hamburgers, or some combination of the two—for example, 4 hamburgers and 2 pizza (see point “A” in the chart below). Either combination provides the same utility. KEY TAKEAWAYS ⚫ ⚫ ⚫ ⚫ An indifference curve shows a combination of two goods in various quantities that provides equal satisfaction (utility) to an individual. It is used in economics to describe the point where individuals have no particular preference for either one good or another based on their relative quantities. Along the curve, a consumer thus has an equal preference for the various combinations of goods shown. Typically, indifference curves are shown convex to the origin, and no two indifference curves ever intersect Understanding Indifference Curves Standard indifference curve analysis operates using a simple two-dimensional chart. Each axis represents one type of economic good. Along the indifference curve, the consumer is indifferent between any of the combinations of goods represented by points on the curve because the combination of goods on an indifference curve provides the same level of utility to the consumer. Indifference curves are heuristic devices used in contemporary microeconomics to demonstrate consumer preference and the limitations of a budget. Economists have adopted the principles of indifference curves in the study of welfare economics. indifference Curve Analysis Indifference curves operate under many assumptions; for example, each indifference curve is typically convex to the origin, and no two indifference curves ever intersect. Consumers are always assumed to be more satisfied when achieving bundles of goods on indifference curves that are farther from the origin. As income increases, an individual will typically shift their consumption level because they can afford more commodities, with the result that they will end up on an indifference curve that is farther from the origin—hence better off. Many core principles of microeconomics appear in indifference curve analysis, including individual choice, marginal utility theory, income, substitution effects, and the subjective theory of value. Indifference curve analysis emphasizes marginal rates of substitution (MRS) and opportunity costs. Indifference curve analysis typically assumes that all other variables are constant or stable. Most economic textbooks build upon indifference curves to introduce the optimal choice of goods for any consumer based on that consumer’s income. Classic analysis suggests that the optimal consumption bundle takes place at the point where a consumer’s indifference curve is tangent with their budget constraint. The indifference Curve maps indicates the several sets of indifference curves consumer prefers. The IC map provides corresponding to different level of satisfaction MARGINAL RATE OF SUBSTITUTION (MRS) - In economics, the marginal rate of substitution (MRS) is the amount of a good that a consumer is willing to consume compared to another good, as long as the new good is equally satisfying. MRS is used in indifference theory to analyze consumer behavior. When someone is indifferent to substituting one item for another, their marginal utility for substitution is zero since they neither gain nor lose any satisfaction from the trade. FORMULA AND CALCULATION OF THE MARGINAL RATE OF SUBSTITUTION (MRS) The marginal rate of substitution (MRS) formula is: MRS xy= dx/dy = MUx/MUy where: x,y =two different goods dx/dy =derivative of y with respect to x MU =marginal utility of good x, y The marginal rate of substitution is a term used in economics that refers to the amount of one good that is substitutable for another and is used to analyze consumer behaviors for a variety of purposes. MRS is calculated between two goods placed on an indifference curve, displaying a frontier of utility for each combination of "good X" and "good Y." The slope of this curve represents quantities of good X and good Y that you would be happy substituting for one another. MRS is a critical component for businesses to understand when analyzing consumption trends or for government entities to understand when setting public policy. Consider an example of a government wanting to analyze how offering electric vehicle incentives may spur more environmentally-friendly purchases. Understanding how MRS is impacted before and after a tax incentive can allow for the government to analyze the financial implications of the plan. BUDGET OR CONSUMPTION-POSSIBILITY LINE - A budget or consumption-possibility line shows the various combinations of two products that can be purchased by the consumer with his or her income, given the prices of the products. PURPOSE OF BUDGET - Do not spend more than what you have. It tracks the incoming and outgoing monies Individuals, households, businesses. and even government use budgets so that they have at least a small amount of money left (savings) at the end of the month For most of us, the idea of scarcity and trade-offs is something we experience in a very real way when it comes to our own budget constraints. Most of us have a limited amount of money to spend on the things we need and want. Another kind of budget constraint is time. For instance, as a student, you only have twenty-four hours in the day to study, eat, sleep, and check Facebook. An hour spent studying economics is an hour that can’t be used for sleep or play (or something else). As a result, you have to make choices and trade-offs. BUDGET CONSTRAINT - refers to all possible combinations of goods that someone can afford, given the prices of goods, when all income (or time) is spent. CHANGE IN CONSUMER INCOME - If the income of the consumer increases, the consumer has the ability to buy more or higher combinations of goods. This will cause the budget line to shift to the right. Conversely, if there is a decrease in income, budget line will shift to the left TOPICS: INCOME AND SUBSTITUTION EFFECT, ENGEL CURVE, ENGEL'S LAW AND INCOME CONSUMPTION CURVE *INCOME AND SUBSTITUTION EFFECT* The income effect indicates that when the price of a good falls, the income of the person who buys that good increases. The substitution effect states that when the price of a good decreases, consumers will replace the relatively more expensive good with the cheaper one. The Income Effect is the effect due to the change in real income. For example, when the price goes up the consumer is not able to buy as many bundles that she could purchase before. This means that in real terms she has become worse off. The Substitution Effect is the effect due only to the relative price change, controlling for the change in real income. In order to compute it we ask what is the bundle that would make the consumer just as happy as before the price change, but if they had to make their choice faced with the new prices. *ENGLE CURVE* In Engel Curve, There are two types of Engel curves. Budget Share The Engel line describes how the proportion of household income spent on goods varies with income. In addition, the Engel curve can also describe how real spending varies with household income. Engel Curves are the locus of all points representing the quantities demanded of the goods at various levels of income, when prices and preferences are held constant *ENGEL'S LAW* Engel's Law is a 19th-century observation that as household income increases, the percentage of income that a household spends on food will decline. In part, this is because the amount and quality of food that a family can consume is fairly limited. As food spending declines on a relative basis, households spend a greater portion of their income on other things, such as education and recreation. Engel found that the poorer the group, the greater the percentage of their budget that went to food, while a lesser percentage went, for example, to clothing and education. *INCOME CONSUMPTION CURVE* It is also called income expansion path and income offer curve. The income consumption curve is a curve in a graph in which the quantities of two goods are plotted on two axes; the curve is the locus of the points representing the selected set of consumption at each different level of income. Income consumption curve traces out the income effect on the quantity consumed of the goods. Income effect can either be positive or negative. REFERENCES Consumer-surplus Pierce. J. W. (2014). 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