CH 2 · CONSUMER BEHAVIOUR 1 / 1
Introductory Microeconomics · Class XII

Chapter 2
Theory of Consumer Behaviour

One person. A fixed income. Two goods. Out of this single decision we will construct the demand curve — one of the two blades of the scissors that determines every price you have ever paid.

The question this chapter answers

The consumer's problem

You walk into a shop with a fixed amount of money. Many combinations of goods are affordable. Which one will you actually buy — and why that one?

Economists call this the problem of choice. The answer depends on exactly two things:

What you want

Your tastes and preferences — your likes and dislikes.

Handled by: utility, indifference curves

What you can afford

Your income and the prices of the goods.

Handled by: budget set, budget line

The whole chapter in one line

Best affordable bundle = the meeting point of what you want and what you can afford. Everything else is machinery for locating that point precisely.

Route map

Part A · Cardinal utility

Utility, Total Utility, Marginal Utility, the Law of Diminishing Marginal Utility — and a first derivation of the demand curve.

Part B · Ordinal utility

Preferences, indifference curves, MRS, the indifference map.

Part C · The budget

Budget set, budget line, and how it moves when income or price changes.

Part D · Optimal choice

Putting the two halves together: the tangency condition.

Part E · Demand

Demand curve, law of demand, normal/inferior, substitutes/complements, shifts vs movements, market demand.

Part F · Elasticity

Measuring responsiveness, elasticity along a linear demand curve, and expenditure.

Notation we will use throughout

Definition

A consumption bundle (or simply a bundle) is any combination of quantities of the goods under consideration.

To keep every idea drawable on a flat page, we assume just two goods: bananas and mangoes.

The symbols

  • x1 = quantity of bananas
  • x2 = quantity of mangoes
  • (x1, x2) = a bundle
  • p1, p2 = their prices
  • M = the consumer's income

Reading a bundle

(5, 10) = 5 bananas and 10 mangoes.
(10, 5) = 10 bananas and 5 mangoes.

Order matters. These are different bundles. Both quantities may be positive or zero.

Why only two goods?

Not because real consumers buy two things — but because two goods fit on a two-dimensional diagram. Every conclusion we reach generalises to many goods; we simply could not draw it. The same trick is used in Chapter 3, where the firm uses exactly two inputs, L and K.

2.1Utility

Definition

Utility of a commodity is its want-satisfying capacity. The stronger the desire for a commodity, the greater the utility derived from it.

Utility is not usefulness — a very common error

Utility is a subjective, ethically neutral idea. A cigarette has utility for a smoker even though it is harmful. Utility measures how much a person wants something, not whether they should want it.

Utility is subjective — it varies with…
  • Person: a chocolate gives high utility to someone fond of chocolate, low to someone who dislikes it.
  • Place: a room heater in Ladakh vs in Chennai.
  • Time: that same heater in winter vs in summer.

Two ways to handle utility

Cardinal utility analysis

Assumes utility can be measured in numbers, in imaginary units called utils. "This shirt gives me 50 utils."

Tools: Total Utility, Marginal Utility, Law of DMU.

Associated with Alfred Marshall.

Ordinal utility analysis

Assumes utility can only be ranked, not measured. "I prefer this bundle to that one" — but by how much, we never say.

Tools: preferences, indifference curves, MRS.

Associated with Hicks and Allen.

Which is right?

The ordinal approach is more realistic — nobody genuinely says "that mango gave me 14.7 utils." But the cardinal approach is easier to learn and gives the same core conclusion. We study both, and they agree: the demand curve slopes downward.

2.1.1Total Utility and Marginal Utility

Definition

Total Utility (TU) is the total satisfaction derived from consuming a given quantity of a commodity. TUn is the total utility from consuming n units.

Definition

Marginal Utility (MU) is the change in total utility resulting from the consumption of one additional unit of a commodity.

MUn  =  TUn − TUn−1
TUn  =  MU1 + MU2 + … + MUn  =  ΣMU
Example

4 bananas give 28 utils; 5 bananas give 30 utils.
So MU of the 5th banana = TU5 − TU4 = 30 − 28 = 2 utils.

The schedule — read it carefully

Table 2.1 — Utility from successive units
Units consumedTotal Utility (TU)Marginal Utility (MU)
11212
2186
3224
4242
5240
622−2
Verify the two formulas

MU₃ = TU₃ − TU₂ = 22 − 18 = 4

TU₄ = MU₁+MU₂+MU₃+MU₄ = 12+6+4+2 = 24

Three things to notice
  1. MU keeps falling: 12 → 6 → 4 → 2 → 0 → −2
  2. TU keeps rising, but more and more slowly — it rises at a diminishing rate
  3. At the 5th unit, MU = 0 and TU is at its maximum (24)

TU and MU — plotted from Table 2.1

0 6 12 18 24 TOTAL UTILITY TU rises at a diminishing rate, peaks, then falls TU TU maximum, where MU = 0 0 6 12 −4 MARGINAL UTILITY MU MU = 0 MU negative 1 2 3 4 5 6 UNITS CONSUMED
Both curves plotted from the exact values in Table 2.1. Note the dashed line: TU reaches its maximum precisely where MU cuts zero.

The TU–MU relationship — learn this pattern once

PhaseMarginal UtilityTotal UtilityIn Table 2.1
1MU is positive but fallingTU rises, at a diminishing rateUnits 1–4
2MU = 0TU is at its maximum (point of satiation)Unit 5
3MU is negativeTU fallsUnit 6
This is a general pattern, not a fact about bananas

The relationship between a total and its marginal is always this:

Marginal > 0 → Total rises  ·  Marginal = 0 → Total is at its peak  ·  Marginal < 0 → Total falls

Looking ahead — this returns three times

You will meet the identical logic with Marginal Product and Total Product (Ch 3), with Marginal Cost and Total Cost (Ch 3), and with Marginal Revenue and Total Revenue (Ch 4). Master it here and you get three chapters at a discount.

The Law of Diminishing Marginal Utility

Definition — learn word for word

The Law of Diminishing Marginal Utility states that as a consumer consumes more and more units of a commodity, the marginal utility derived from each successive unit goes on declining, while the consumption of other commodities is kept constant.

The intuition

You are thirsty. The 1st glass of water is bliss. The 2nd is nice. The 3rd is fine. The 5th adds nothing. The 6th makes you uncomfortable — negative marginal utility.

Why? Because having obtained some of the commodity, the desire for still more of it becomes weaker.

Assumptions — often asked directly
  1. The units consumed must be homogeneous (identical in size and quality).
  2. Consumption must be continuous, with no long gap between units.
  3. Consumption of other commodities remains unchanged.
  4. Tastes, preferences and income remain unchanged.
  5. The units must be of a reasonable size — not spoonfuls of water.

Check your understanding

Question 1

Complete the schedule:

UnitsTUMU
120?
2?14
342?
4?4
546?

At which unit does the consumer reach the point of satiation?

Are you ready for the answer? 🤔
Answer
UnitsTUMUWorking
12020MU₁ = TU₁ − 0
23414TU₂ = 20 + 14
342842 − 34
446442 + 4
546046 − 46

Satiation at the 5th unit, where MU = 0 and TU is maximum (46). Note MU falls throughout — 20, 14, 8, 4, 0 — exactly as the Law of DMU predicts.

Challenge

Challenge — section 2.1

A consumer's total utility from bananas is rising, and her marginal utility is positive but falling.

A student concludes: "Since she still gets positive utility from every extra banana, a rational consumer should keep buying bananas until MU reaches zero — that is where total satisfaction is greatest."

(a) Is it true that TU is greatest where MU = 0?
(b) Is the student's advice correct? What has been left out?
(c) State the condition that actually determines how many bananas she buys.

Are you ready for the answer? 🤔
Answer

(a) Yes — that part is correct. TU is maximum exactly where MU = 0. In Table 2.1 that is the 5th unit, where TU peaks at 24.

(b) The advice is wrong. What has been left out is the price.

Bananas are not free. Every banana bought uses up money that could have bought something else.

Consuming up to MU = 0 would be right only if bananas cost nothing. Since they have a price, each banana carries an opportunity cost — the satisfaction forgone from the mangoes that money could have bought. The student is maximising satisfaction from one good while ignoring the budget constraint and the other good entirely.

(c) The condition is the tangency condition:

MRS = p₁ / p₂

She stops where the rate at which she is willing to trade mangoes for bananas equals the rate at which the market lets her. At that point MU of bananas is still strictly positive — she would happily eat more, but not at that price.

The general error is important beyond this question: maximising the satisfaction from a single good is not the same as maximising overall satisfaction. The consumer's problem is a problem of allocation across goods under a constraint — which is exactly why Chapter 2 needs both an indifference map and a budget line, not just one of them.

Note the structural echo of Chapter 1: a free good would be consumed to satiation; an economic good never is, precisely because it is scarce and carries an opportunity cost.

Deriving the demand curve from diminishing MU

The Law of DMU already contains the Law of Demand. Here is the argument.

QUANTITY of x (units) PRICE (₹ per unit) O D 40 5 32 6
At ₹40 she buys 5 units. Only when price falls to ₹32 does the 6th unit become worth buying.
The argument, step by step
  1. By the Law of DMU, the 6th unit gives less satisfaction than the 5th.
  2. A consumer will not pay more for a unit than it is worth to her.
  3. So she is not willing to pay ₹40 for the 6th unit — she paid ₹40 for the 5th, which was worth more.
  4. She will buy the 6th unit only if the price falls.
  5. Therefore: lower price → larger quantity demanded. The demand curve slopes downward.
Definition

Demand for a commodity is the quantity that a consumer is willing to buy and able to afford, at a given price, in a given period of time.

2.1.2The problem with cardinal utility

The objection

Cardinal utility analysis is easy to teach — but its central assumption is false. In real life nobody expresses satisfaction in numbers. You have never said "this mango gave me 17 utils." Utility has no natural unit, and no two people's "utils" could be compared anyway.

The rescue

But there is something you can honestly do: rank bundles.

"I prefer A to B"  ·  "I prefer B to A"  ·  "I am indifferent between A and B"

That is all the ordinal approach ever asks of a consumer — an ordering, never a measurement. And remarkably, it is enough to derive the entire theory.

Definition

Ordinal utility analysis assumes that a consumer can only rank consumption bundles in order of preference, not measure the utility from them in numbers.

Monotonic preferences

Definition — quoted often in exams

A consumer's preferences are monotonic if and only if, between any two bundles, the consumer prefers the bundle which has more of at least one of the goods and no less of the other good as compared to the other bundle.

Reading it in plain language

"More is better." If bundle A gives you more of something and no less of anything else, you must prefer A.

Compare (10, 8) and (8, 6): the first has more of both. A consumer with monotonic preferences must strictly prefer (10, 8) — she cannot be indifferent.

Compare (6, 6) and (5, 6): same mangoes, one more banana. (6, 6) must be preferred.

Why this assumption matters

Monotonicity is what forces the indifference curve to slope downward, and what forces the consumer's optimum to lie on the budget line rather than inside it. It does a great deal of quiet work later in this chapter.

The indifference curve

Definition

An indifference curve is the locus of all points representing those bundles among which the consumer is indifferent — every bundle on it yields the same level of satisfaction.

Table 2.2 — All four bundles are equally satisfying
CombinationBananasMangoes
A115
B212
C310
D49
What the table is saying

This consumer is equally happy with 1 banana + 15 mangoes as she is with 4 bananas + 9 mangoes. She has no reason to prefer any one of A, B, C, D.

Notice the sacrifice

To gain each extra banana she gives up mangoes — but only 3, then 2, then 1. The sacrifice is shrinking. That is the key observation, and it has a name.

Table 2.2, drawn

O 1 2 3 4 15 12 10 9 BANANAS (x₁) MANGOES (x₂) IC −3 −2 −1 +1 +1 +1 A B C D
Each step gains exactly one banana, but the mangoes given up shrink from 3 to 2 to 1. That shrinking is what makes the curve convex to the origin.

Marginal Rate of Substitution (MRS)

Definition

Marginal Rate of Substitution (MRS) is the rate at which a consumer is willing to sacrifice units of one good to obtain one additional unit of the other, so that her total satisfaction remains unchanged.

MRS = Units of mangoes sacrificedUnits of bananas gained =  | Δx₂ / Δx₁ |
CombinationBananas (x₁)Mangoes (x₂)Δx₂Δx₁MRS
A115
B212−3+13 : 1
C310−2+12 : 1
D49−1+11 : 1
MRS is the slope

MRS is the absolute value of the slope of the indifference curve at a point. Since the curve slopes downward, Δx₂/Δx₁ is negative; we take the magnitude and drop the minus sign. So MRS = 3 means "willing to give up 3 mangoes for 1 banana."

The Law of Diminishing MRS

Definition

The Law of Diminishing Marginal Rate of Substitution states that as the consumer acquires more and more of one good, she is willing to give up smaller and smaller amounts of the other good for each additional unit.

Why MRS falls — the reason is just DMU twice over
  1. As the number of bananas rises, the MU of each additional banana falls (Law of DMU). Bananas become less precious.
  2. As the number of mangoes falls, the MU of the remaining mangoes rises (Law of DMU, running backwards). Mangoes become more precious.
  3. So she is willing to give up fewer and fewer increasingly-precious mangoes for each less-and-less-precious banana. MRS falls.
Consequence for the diagram

Diminishing MRS ⇒ the indifference curve gets flatter as we move right ⇒ it is convex to the origin. This is the normal shape of an indifference curve.

The exception: perfect substitutes

₹5 NOTES (x₁) ₹5 COINS (x₂) O 1 2 3 4 8 7 6 5 −1 −1 −1 A B C D IC
MRS is constant at 1:1, so the curve is a straight line.
Definition

Perfect substitutes are goods that can be used in place of each other and provide exactly the same level of utility to the consumer.

Comb.₹5 notes₹5 coinsMRS
A18
B271 : 1
C361 : 1
D451 : 1
Why constant here

A ₹5 coin and a ₹5 note are identical in value. The consumer will always trade exactly one for one, no matter how many she already holds. MRS does not diminish, so the IC does not bend.

The indifference map

BANANAS (x₁) MANGOES (x₂) O IC₁ IC₂ IC₃ higher utility
Definition

An indifference map is a family of indifference curves representing a consumer's preferences over all possible bundles. Each curve corresponds to a different level of satisfaction.

The ranking rule

Because preferences are monotonic, a curve lying farther from the origin gives higher satisfaction.

IC₃ ≻ IC₂ ≻ IC₁

A crucial limitation

The map tells us the order — IC₃ is better than IC₂ — but never by how much. That is precisely what "ordinal" means. There is no number attached to any curve.

Feature 1 — An indifference curve slopes downward

BANANAS (x₁) MANGOES (x₂) P Q Δx₁ > 0 Δx₂ < 0
The statement

An IC slopes downward from left to right: if Δx₁ > 0 then Δx₂ < 0.

The proof

Suppose the consumer gains a banana without giving up any mangoes. Then she has more of one good and no less of the other.

By monotonicity, she must now be better off — so she has moved to a higher indifference curve, not stayed on the same one.

Therefore, to remain on the same IC, every gain in bananas must be compensated by a loss of mangoes. Hence the curve slopes downward. ∎

Corollary

An IC can never be horizontal, vertical, or upward-sloping — each of those would violate monotonicity.

Feature 2 — A higher IC gives greater satisfaction

BANANAS (x₁) MANGOES (x₂) same 10 mangoes throughout A B C IC₁ IC₂ IC₃
Comb.BananasMangoes
A110
B210
C310
The proof

A, B and C all contain the same 10 mangoes, but B has more bananas than A, and C has more bananas than B.

By monotonicity, C ≻ B ≻ A. Since they lie on different curves, the curve farther from the origin represents higher satisfaction.

Why this matters later

This is what turns the consumer's problem into a clean instruction: climb to the highest indifference curve your budget allows.

Feature 3 — Two indifference curves can never intersect

BANANAS MANGOES A (7,10) B (9,7) C (9,5) IC₁ IC₂
Assume they intersect at A — and watch the contradiction appear.
Proof by contradiction
  1. Suppose IC₁ and IC₂ do intersect, at point A (7, 10).
  2. A and B (9, 7) both lie on IC₁  ⇒  utility(A) = utility(B).
  3. A and C (9, 5) both lie on IC₂  ⇒  utility(A) = utility(C).
  4. Therefore utility(B) = utility(C).
  5. But B is (9, 7) and C is (9, 5): same bananas, more mangoes in B. By monotonicity B must be strictly preferred to C.
  6. "B = C" and "B ≻ C" cannot both hold. Contradiction.

Hence our assumption was false: two indifference curves can never intersect.

In one sentence

Intersection would mean the consumer is simultaneously indifferent between two bundles and prefers one to the other. That is incoherent.

Feature 4 — An IC is convex to the origin

The statement

An indifference curve is normally convex to the origin — it is steep at the left and gets flatter as we move right.

The reason

Because of the Law of Diminishing MRS. Since MRS falls (3 → 2 → 1), the slope of the curve falls too, and a curve whose slope keeps flattening is convex to the origin.

All four features together

FeatureRests on
1. Slopes downward left to rightMonotonic preferences
2. Higher IC = higher satisfactionMonotonic preferences
3. Two ICs never intersectMonotonic preferences (proof by contradiction)
4. Convex to the originLaw of Diminishing MRS
Exam tip

Notice that three of the four features come from a single assumption — monotonicity. If a question asks "why does an IC slope downward", the answer is never "because of diminishing MRS". Diminishing MRS explains the curvature, monotonicity explains the direction.

Check your understanding

Question 2
  1. If a consumer has monotonic preferences, can she be indifferent between the bundles (10, 8) and (8, 6)?
  2. Your friend is indifferent between (5, 6) and (6, 6). Are your friend's preferences monotonic?
  3. Rank (10, 10), (10, 9) and (9, 9) for a consumer with monotonic preferences.
Are you ready for the answer? 🤔
Answer

1. No. Bundle (10, 8) has more of both goods than (8, 6). Monotonicity requires her to strictly prefer (10, 8). She cannot be indifferent.

2. No — they are not monotonic. The bundles (5, 6) and (6, 6) have the same quantity of good 2, but (6, 6) has one more unit of good 1. Monotonicity would require (6, 6) to be strictly preferred. Since your friend is indifferent, monotonicity is violated.

3. (10, 10) ≻ (10, 9) ≻ (9, 9)

(10,10) beats (10,9): same good 1, more good 2. (10,9) beats (9,9): same good 2, more good 1. And (10,10) beats (9,9) on both counts.

Challenge

Challenge — section 2.1.2

A student draws an indifference map in which the curves are concave to the origin instead of convex, and insists this is legitimate because "the curves still slope downward and still never intersect".

(a) Which of the four features of an indifference curve does a concave curve violate, and which does it satisfy?
(b) What would MRS be doing along such a curve?
(c) Show that if a consumer really had concave indifference curves, the tangency point would give her the worst affordable bundle rather than the best.

Are you ready for the answer? 🤔
Answer

(a) A concave curve satisfies features 1, 2 and 3 — it can still slope downward, higher curves can still mean higher utility, and two such curves still need not intersect. All three of those come from monotonicity, which concavity does not touch.

It violates feature 4, convexity — and therefore violates the Law of Diminishing MRS, which is the assumption feature 4 rests on.

(b) MRS would be increasing. As the consumer acquired more bananas, she would be willing to give up more and more mangoes for each additional banana — the opposite of diminishing MRS.

Economically that is very odd: it says the more bananas she has, the more desperate she becomes for another one, and the less she values the mangoes she still holds.

(c) The tangency would be a minimum, not a maximum.

With a convex curve, the indifference curve lies above the budget line on both sides of the tangency — so every other affordable bundle is on a lower curve. The tangency is the best.

With a concave curve, the indifference curve lies below the budget line on both sides — so moving away from the tangency in either direction reaches a higher curve. The tangency is the worst.

Such a consumer would push all the way to a corner — spending her entire income on bananas alone or mangoes alone, never a mixture. Concave preferences describe someone who wants extremes, not balance.

Why this matters: convexity is not decoration. It is precisely the assumption that makes the tangency condition identify a maximum, and it is why real consumers buy mixtures of goods rather than everything of one. This is the same logic you will meet in Chapter 4, where P = MC identifies a profit maximum only if MC is rising — a condition on curvature, not on the tangency itself.

2.2Switching to the other half of the problem

Where we are

So far, everything has been about what the consumer wants — utility, preferences, indifference curves. Not once have we mentioned money.

Wanting is free. Buying is not. We now build the second half: what she can afford.

Two things, and only two, determine affordability:

Her income, M

A fixed amount of money to spend.

The prices, p₁ and p₂

Given by the market — the consumer cannot influence them.

Note the assumption you just accepted

The consumer takes prices as given. She is a price taker. In Chapter 4 this same assumption is applied to the firm, and given a name: perfect competition. It has been quietly present since this slide.

The budget constraint and the budget set

To buy x₁ bananas she spends p₁x₁. To buy x₂ mangoes she spends p₂x₂. Total spending must not exceed income:

p₁x₁ + p₂x₂  ≤  M     …(2.1)
Definition

Inequality (2.1) is the consumer's budget constraint.

Definition

The budget set is the collection of all bundles that the consumer can buy with her income at the prevailing market prices — that is, every bundle satisfying the budget constraint.

Read the "≤" carefully

The budget set includes bundles costing less than M as well as bundles costing exactly M. It is everything she can afford, including options that leave money unspent.

Example 2.1 — the budget set, drawn

Income M = ₹20. Both goods priced at ₹5, available only in whole units.

BANANAS (x₁) MANGOES (x₂) O 1 2 3 4 1 2 3 4 (0,4) (1,3) (2,2) (3,1) (4,0) budget set (3,3) ✗ costs ₹30
The 15 affordable bundles

(0,0) (0,1) (0,2) (0,3) (0,4) (1,0) (1,1) (1,2) (1,3) (2,0) (2,1) (2,2) (3,0) (3,1) (4,0)

Two kinds of point

Amber (on the line): (0,4), (1,3), (2,2), (3,1), (4,0) — these cost exactly ₹20. Her entire income is spent.

Grey (below the line): cost less than ₹20. Affordable, but money is left over.

Outside the set

(3,3) costs ₹30 and (4,5) costs ₹45. Not affordable — they lie above the line and are simply not available to her.

The budget line

Definition

The budget line consists of all bundles which cost exactly equal to the consumer's income — the boundary of the budget set.

p₁x₁ + p₂x₂  =  M     …(2.2)

Rearranged into the familiar y = c + mx form of a straight line:

x₂  =  Mp₂  −  p₁p₂ x₁     …(2.3)

Vertical intercept

M / p₂

Bundle bought if she spends her entire income on mangoes.

Horizontal intercept

M / p₁

Bundle bought if she spends her entire income on bananas.

Slope

− p₁ / p₂

The price ratio. Negative, so the line slopes downward.

Deriving the slope — and what it means

Algebraic derivation

Take two points on the budget line, (x₁, x₂) and (x₁+Δx₁, x₂+Δx₂). Both cost exactly M:

p₁x₁ + p₂x₂ = M  …(2.4)
p₁(x₁+Δx₁) + p₂(x₂+Δx₂) = M  …(2.5)

Subtract (2.4) from (2.5):

p₁Δx₁ + p₂Δx₂ = 0  …(2.6)

Rearranging:

Δx₂Δx₁ = − p₁p₂
What the slope means — this is the important part

Suppose she is spending everything and wants one more banana. It costs p₁. She must cut mango spending by p₁. With p₁ she could have bought p₁/p₂ mangoes.

So she must give up p₁/p₂ mangoes to gain one banana.

In words

The absolute value of the slope of the budget line is the rate at which the consumer is able to substitute bananas for mangoes in the market.

Set this next to MRS

MRS = the rate at which she is willing to substitute (her preferences).
p₁/p₂ = the rate at which she is able to substitute (the market).

Two rates. The whole of the next section is about what happens when they differ.

Change in income — a parallel shift

BANANAS (x₁) MANGOES (x₂) O M′ < M M M′ > M M′/p₂ M/p₂ M′/p₂
All three lines are parallel — the slope −p₁/p₂ never changes.

Income changes from M to M′; prices unchanged. The new line is

x₂ = M′p₂p₁p₂ x₁
The key observation

Only M changed. The slope −p₁/p₂ contains no M — so the slope is unaffected. Only the intercepts move.

Income rises

Both intercepts rise → parallel outward shift. More of both goods becomes affordable.

Income falls

Both intercepts fall → parallel inward shift. The budget set shrinks.

Change in the price of one good — a pivot

BANANAS (x₁) MANGOES (x₂) O M/p₂ — unchanged p₁′ > p₁ p₁ p₁′ < p₁ M/p₁′ M/p₁ M/p₁′
The line pivots around the unchanged vertical intercept.

Price of bananas changes from p₁ to p₁′; p₂ and M unchanged:

x₂ = Mp₂p₁′p₂ x₁
What changes, what doesn't

Unchanged: the vertical intercept M/p₂ — if she buys only mangoes, the price of bananas is irrelevant to her.

Changed: the slope, and the horizontal intercept M/p₁′.

p₁ rises

Line becomes steeper; pivots inward. Fewer bananas affordable.

p₁ falls

Line becomes flatter; pivots outward. More bananas affordable.

A change in p₂ works the same way, pivoting around the horizontal intercept instead.

Check your understanding

Question 3 — NCERT Ex. 4–7

A consumer's income is ₹20. Prices are p₁ = ₹4 and p₂ = ₹5.

  1. Write the equation of the budget line.
  2. How much of good 1 if she spends everything on it? Good 2?
  3. What is the slope?
  4. How does the line change if income rises to ₹40?
  5. How does it change if p₂ falls by ₹1 (income and p₁ unchanged)?
  6. What happens to the budget set if both prices and income double?
Are you ready for the answer? 🤔
Answer

1. 4x₁ + 5x₂ = 20

2. Good 1: M/p₁ = 20/4 = 5 units. Good 2: M/p₂ = 20/5 = 4 units.

3. Slope = −p₁/p₂ = −4/5 = −0.8.

4. New line 4x₁ + 5x₂ = 40. Intercepts become 10 and 8 — both doubled. Slope still −4/5, so there is a parallel outward shift.

5. p₂ = 4, so 4x₁ + 4x₂ = 20. The good-1 intercept stays at 5; the good-2 intercept rises from 4 to 5. Slope changes from −4/5 to −1. The line pivots outward around the horizontal intercept and becomes steeper.

6. No change at all. The new constraint is 8x₁ + 10x₂ ≤ 40. Divide throughout by 2: 4x₁ + 5x₂ ≤ 20identical to the original. What matters is real income (income relative to prices), not the numbers themselves.

Check your understanding

Question 4 — NCERT Ex. 8 & 9

(a) A consumer can just afford 6 units of good 1 and 8 units of good 2 when she spends her entire income. Prices are ₹6 and ₹8. What is her income?

(b) Two goods are each priced at ₹10; income is ₹40; goods come only in whole units. List all available bundles, and identify those costing exactly ₹40.

Are you ready for the answer? 🤔
Answer

(a) The bundle (6, 8) costs exactly her income:

M = p₁x₁ + p₂x₂ = (6 × 6) + (8 × 8) = 36 + 64 = ₹100

(b) The constraint is 10x₁ + 10x₂ ≤ 40, i.e. x₁ + x₂ ≤ 4.

All 15 available bundles:
(0,0) (0,1) (0,2) (0,3) (0,4)
(1,0) (1,1) (1,2) (1,3)
(2,0) (2,1) (2,2)
(3,0) (3,1)
(4,0)

Costing exactly ₹40 (those with x₁ + x₂ = 4, lying on the budget line): (0,4), (1,3), (2,2), (3,1), (4,0).

Challenge

Challenge — section 2.2

A consumer has income M and faces prices p₁ and p₂.

Inflation now raises both prices by 20%, and her employer raises her income by 20% as well.

(a) What happens to her budget line? Prove it algebraically.
(b) What happens to her optimal bundle?
(c) Now suppose instead that both prices rise 20% but her income rises only 10%. Describe the change in the budget line precisely — is it a shift, a pivot, or something else?

Are you ready for the answer? 🤔
Answer

(a) Nothing changes at all. The new constraint is:

1.2p₁·x₁ + 1.2p₂·x₂ ≤ 1.2M

Divide throughout by 1.2:

p₁x₁ + p₂x₂ ≤ M

Identical to the original. Both intercepts (M/p₁ and M/p₂) are unchanged, because the 1.2 cancels in each. The slope −p₁/p₂ is unchanged for the same reason.

(b) Her optimal bundle is exactly the same. The budget set has not moved and her preferences have not changed, so the same tangency point is still the best affordable bundle.

The consumer's choice depends on real income, not money income. What matters is income relative to prices. Scaling everything by the same factor leaves every real magnitude untouched.

This is why a pay rise that merely matches inflation makes nobody better off — a result you can now prove rather than merely assert.

(c) A parallel inward shift.

New constraint: 1.2p₁·x₁ + 1.2p₂·x₂ ≤ 1.1M. Divide by 1.2:

p₁x₁ + p₂x₂ ≤ (1.1/1.2)M = 0.9167M

This is the original prices with an income of about 91.7% of M. So:

Slope unchanged (both prices moved by the same proportion, so the ratio p₁/p₂ is untouched) · both intercepts fall by the same factor → a parallel inward shift.

Not a pivot. A pivot requires the relative price to change — one price moving differently from the other. Here both moved together, so only the real income fell. She is unambiguously worse off, and will end on a lower indifference curve.

2.3Bringing the two halves together

From Part B

The indifference map — what she wants. Higher curve = better.

From Part C

The budget line — what she can afford. On or below it only.

The assumption of rationality

A rational consumer knows her own preferences and always chooses, from the bundles available to her, the one that gives her maximum satisfaction.

The consumer's problem, restated

Reach the highest possible indifference curve, given the budget set.

That single sentence is the whole of consumer theory. The next two slides just locate the point.

Step 1 — the optimum must lie on the budget line

BANANAS (x₁) MANGOES (x₂) O Z more bananas more mangoes more of both
The argument

Take any point Z strictly below the budget line. Money is left unspent.

From Z, she can reach points on the budget line that have more of at least one good and no less of the other.

By monotonicity, every such point is strictly preferred to Z.

So Z cannot be the optimum.

And above the line?

Points above the budget line are simply not available — she cannot afford them.

Conclusion

The optimum bundle lies on the budget line: a rational consumer with monotonic preferences spends her entire income.

Step 2 — the optimum is the point of tangency

BANANAS (x₁) MANGOES (x₂) O Budget line IC₃ IC₂ IC₁ E — the optimum x₂* x₁* F G
At E the budget line just touches IC₂ — the highest curve the budget can reach.

IC₃ — above

Higher satisfaction, but it lies entirely above the budget line. Unaffordable.

IC₁ — below

Points F and G are affordable, but they sit on a lower curve than E. Inferior.

IC₂ — tangent

Affordable and the highest reachable. E is the optimum — the bundle (x₁*, x₂*).

The condition for consumer's equilibrium

The tangency condition

At the optimum the budget line is tangent to an indifference curve. Tangency means the two curves have the same slope at that point:

MRS  =  p₁p₂
Reading it

The rate at which she is willing to trade mangoes for bananas equals the rate at which the market allows her to trade them. When the two rates agree, there is no trade left worth making — she is in equilibrium.

Second condition

The IC must also be convex at that point (MRS must be diminishing). Tangency alone is not enough — on a concave curve the tangency point would be the worst point, not the best.

Why any other point fails — the adjustment argument

Suppose the two goods have the same price, so the price ratio p₁/p₂ = 1. Compare it with her MRS.

Case A · MRS = 2 > price ratio = 1

She is willing to give up 2 mangoes for one more banana.

The market only asks for 1 mango for one more banana.

So she buys the banana but pays only 1 mango instead of the 2 she was prepared to give up. She therefore ends up with more of at least one good and no less of the other — a bundle she strictly prefers. She is better off.

⇒ She will keep buying bananas. Not an equilibrium.

Case B · MRS = 0.5 < price ratio = 1

She values a banana at only half a mango.

The market charges a full mango for it.

She is paying more than the banana is worth to her. Selling a banana back gains her a full mango, though she'd have accepted half. She is better off.

⇒ She will buy fewer bananas. Not an equilibrium.

Therefore

Whenever MRS ≠ p₁/p₂, a profitable readjustment exists and the consumer moves. She stops moving only when MRS = p₁/p₂. That is why the optimum is at the tangency — and nowhere else.

Check your understanding

Question 5

A consumer buys bananas and mangoes. At her current bundle, MRS = 4, the price of a banana is ₹8 and the price of a mango is ₹4.

(a) Is she in equilibrium? (b) If not, what will she do — and why?

Are you ready for the answer? 🤔
Answer

(a) The price ratio is p₁/p₂ = 8/4 = 2.
Since MRS (4) > price ratio (2), she is not in equilibrium.

(b) She is willing to sacrifice 4 mangoes for one extra banana, but the market only requires her to sacrifice 2. The banana is worth more to her than it costs. So she will buy more bananas and fewer mangoes.

As she does so, by the Law of Diminishing MRS her MRS falls (more bananas → each worth less; fewer mangoes → each worth more). She keeps adjusting until MRS = 2, at which point equilibrium is reached.

Challenge

Challenge — section 2.3

Two consumers, Anil and Bela, shop in the same market and face the same prices. Anil is far richer and buys much larger quantities of both goods. Their tastes are completely different.

(a) At their respective optimum bundles, is there anything that must be equal for both of them? Prove it.
(b) Does this mean they derive the same satisfaction? Explain what the equality does and does not tell us.
(c) Why is this result impossible to state in the language of cardinal utility?

Are you ready for the answer? 🤔
Answer

(a) Yes — their MRS must be equal.

Each consumer optimises where MRS = p₁/p₂. They face the same prices, so the same price ratio. Therefore:

MRSAnil = p₁/p₂ = MRSBela

Despite different incomes, different quantities and different tastes, at the margin they value the two goods in exactly the same ratio.

(b) It certainly does not mean they are equally satisfied.

MRS is a rate of substitution at the margin — a slope. Equal slopes at their respective optima say nothing about the levels of satisfaction they have reached.

Anil is on a much higher indifference curve — his larger budget set lets him reach one Bela cannot afford. Their curves are tangent to different budget lines with the same slope.

Why the result is interesting anyway: it means no mutually beneficial trade is left between them. If Anil valued bananas more highly at the margin than Bela did, they could both gain by trading. Equal MRS means that opportunity is exhausted — which is a key ingredient of what makes a competitive market efficient.

(c) Because cardinal utility invites a comparison that is meaningless.

The cardinal approach would tempt you to say "Anil gets 500 utils and Bela 200, so Anil is 2.5 times happier". But utility has no natural unit, and there is no way to compare one person's utils with another's — an interpersonal comparison that no evidence can settle.

The ordinal approach never makes that claim. It only ever says each consumer ranks her own bundles, and the result above uses nothing more: it compares a slope — which is observable from choices — not a level of feeling. That is precisely why the ordinal approach is regarded as the more defensible of the two.

2.4From one optimum to a whole curve

The move we now make

So far we found one optimum bundle for one set of prices and income.

Now we change one variable at a time and watch the optimum move. Changing the price of bananas traces out the demand curve — the single most important object in this book.

Definition

A consumer's demand function for a good gives the amount of the good she chooses at different levels of its price, when other things remain unchanged.

X = f(P)     …(2.12)
"Other things remaining unchanged" — ceteris paribus

Held constant: the consumer's income, the prices of other goods, and her tastes and preferences. If any of those move, we are no longer on the same demand curve. This phrase is the difference between a movement and a shift.

Deriving the demand curve from the indifference map

MANGOES O BANANAS (x₁) M/p₂ fixed C D E as p₁ falls, the budget line pivots outward… PRICE of bananas (p₁) BANANAS (x₁) O p₁ p₁′ p₁″ C′ D′ E′ Demand curve x₁ x₁′ x₁″
Top: as p₁ falls the budget line pivots outward and the tangency point moves right (C → D → E), so more bananas are bought. Bottom: plotting each price against its chosen quantity gives C′, D′, E′ — the demand curve.

The Law of Demand

Definition — learn word for word

The Law of Demand states that, other things remaining equal, there is a negative (inverse) relationship between the price of a commodity and its quantity demanded: when price rises, demand falls; when price falls, demand rises.

Reading the axes — a genuine oddity

In mathematics the independent variable goes on the horizontal axis. In economics we do the opposite for the demand curve: price (the independent variable) is on the vertical axis and quantity on the horizontal.

A long-standing convention in economics, usually credited to Alfred Marshall (though Cournot drew it this way earlier). Everyone follows it; just be aware you are reading the diagram "sideways".

Definition

The demand curve is the graphical representation of the demand function. It gives the quantity demanded by the consumer at each price.

Why demand rises when price falls — two effects

The downward slope has two separate causes. Both push in the same direction.

1 · Substitution effect

When bananas become cheaper, they become relatively cheaper than mangoes. The consumer substitutes bananas for mangoes to get the same satisfaction more cheaply.

Demand for bananas rises.

2 · Income effect

When bananas become cheaper, the same money income now buys more — her real income (purchasing power) rises. She can afford more of things generally.

Demand for bananas rises (for a normal good).

Together

For a normal good both effects work in the same direction, so a fall in price definitely raises quantity demanded. The demand curve is negatively sloped.

Glossary definitions, for precision

Substitution effect: the change in optimal quantity when the price changes and income is adjusted so that she can just afford the old bundle.
Income effect: the change in optimal quantity caused by the change in purchasing power that the price change brings about.

The linear demand curve

QUANTITY (q) PRICE (p) O p = a/b, q = 0 p = 0, q = a d(p) = a − bp
d(p) = a − bp    for 0 ≤ p ≤ a/b
= 0    for p > a/b
Reading the parameters
  • a — the quantity demanded when price is zero. (The horizontal intercept.)
  • −b — the slope. For every ₹1 rise in price, demand falls by b units.
  • a/b — the price at which demand becomes zero. (The vertical intercept.) Beyond it nobody buys.
Concretely

If d(p) = 20 − 2p: at p = 0, demand is 20; each ₹1 rise cuts demand by 2; demand hits zero at p = 20/2 = ₹10.

2.4.3Normal and inferior goods

Now hold price constant and change income instead.

Definition

A normal good is one whose demand increases when the consumer's income increases, and decreases when income decreases.

Demand moves in the same direction as income.

Examples: branded clothing, milk, restaurant meals, cars.

Definition

An inferior good is one whose demand decreases when the consumer's income increases, and increases when income decreases.

Demand moves in the opposite direction to income.

Examples: coarse cereals, low-quality food items, second-hand clothes.

"Inferior" is not an insult — and the label is not permanent

A good is inferior only relative to a consumer's income level. The same good can be normal at low incomes and inferior at higher incomes.

At very low income, more money means more coarse cereal. Beyond a point, more money means she switches to better cereals, and coarse cereal demand falls. The good crossed over from normal to inferior.

Normal vs inferior, drawn

PRICE QUANTITY (a) NORMAL good · income rises O D D₁ p q q₁ more PRICE QUANTITY (b) INFERIOR good · income rises O D D₂ p q q₂ less
How to read it — the price never changes: stay on the dashed line at height p and read sideways. Income rising pushes the whole curve right for a normal good (q → q₁, more bought at the same price) and left for an inferior good (q → q₂, less bought at the same price). Both are shifts, never movements along the curve.

Why one good can be normal and inferior

INCOME (M) COARSE CEREAL BOUGHT O crossover M* NORMAL here INFERIOR here

The Giffen good — the exception that proves the rule

The mechanism

For a strongly inferior good, a rise in purchasing power makes the consumer buy less. So when the price falls:

  • Substitution effect says buy more (it is now relatively cheaper)
  • Income effect says buy less (she feels richer, and it is inferior)

The two effects now oppose each other.

Definition

A Giffen good is an inferior good for which the income effect is stronger than the substitution effect, so that demand is positively related to its price — demand rises when price rises.

Keep the logic straight
  • Every Giffen good is inferior, but most inferior goods are not Giffen — usually the substitution effect still wins, and demand still slopes downward.
  • A Giffen good is the only genuine exception to the Law of Demand in this course.

2.4.4Substitutes and complements

Now hold price and income constant, and change the price of a related good.

Definition

Substitute goods can be used in place of each other to satisfy the same want.

Examples: tea and coffee; Coke and Pepsi; rice and wheat.

Rule: demand for a good moves in the same direction as the price of its substitute.

Price of coffee ↑ → people switch → demand for tea ↑

Definition

Complementary goods are consumed together to satisfy a want.

Examples: tea and sugar; shoes and socks; pen and ink; car and petrol.

Rule: demand for a good moves in the opposite direction to the price of its complement.

Price of sugar ↑ → tea becomes costlier to enjoy → demand for tea ↓

A memory hook

Substitutes move with the related price. Complements move against it. Both words start with the direction they take: Substitute → Same, Complement → Contrary.

2.4.6Movement along vs shift of the demand curve

QUANTITY PRICE (a) MOVEMENT — price changes D p p′ q q′ along the same curve QUANTITY PRICE (b) SHIFT — something else changes D₂ D D₁ p less more same price, different quantity
How to read it — in (a) the curve never moves: only the point on it slides from (q, p) to (q′, p′). In (b) the price line stays at the same height and the whole curve moves sideways — read across at that one price to see quantity change.

Movement along the curve

Caused only by a change in the price of the good itself.

Downward movement (price ↓) = extension of demand.
Upward movement (price ↑) = contraction of demand.

Shift of the curve

Caused by a change in anything other than the good's own price.

Rightward shift = increase in demand.
Leftward shift = decrease in demand.

What shifts the demand curve?

Change in…Rightward shift (increase) if…Leftward shift (decrease) if…
Income — normal goodIncome risesIncome falls
Income — inferior goodIncome fallsIncome rises
Price of a substituteSubstitute's price risesSubstitute's price falls
Price of a complementComplement's price fallsComplement's price rises
Tastes & preferencesChange in favour of the goodChange against the good
Example — rightward shift

Summer arrives and preferences turn towards ice cream. At every price, more ice cream is demanded. The whole curve moves right.

Example — leftward shift

A study reveals cold drinks may harm health. Preferences turn against them. At every price, less is demanded. The curve moves left.

The test that never fails

Ask: did the price of this good itself change? If yes → movement along the curve. If no → shift of the curve. Nothing else matters.

Check your understanding

Question 6

For the market for tea, state whether there is a movement along the demand curve or a shift — and in which direction:

  1. The price of tea falls.
  2. The price of coffee rises.
  3. The price of sugar rises.
  4. Consumers' incomes rise (tea is a normal good).
  5. A medical report says tea improves health.
Are you ready for the answer? 🤔
Answer
  1. Movement along the curve — downward (extension of demand). The good's own price changed.
  2. Rightward shift. Coffee is a substitute; its price rose, so consumers switch to tea. Demand for tea rises at every price.
  3. Leftward shift. Sugar is a complement; costlier sugar makes tea-drinking more expensive overall, so tea demand falls at every price.
  4. Rightward shift. Tea is normal, so higher income raises demand at every price.
  5. Rightward shift. A favourable change in tastes and preferences.

Only item 1 involved the price of tea itself — and only item 1 is a movement. Everything else shifts the curve.

Challenge

Challenge — section 2.4

The price of a good rises, and the quantity bought also rises.

A student says this disproves the Law of Demand.

Give three different explanations that are each fully consistent with the Law of Demand, and one that genuinely is an exception. For each, say whether it involves a movement along or a shift of the demand curve.

Are you ready for the answer? 🤔
Answer

The student has forgotten the phrase "other things remaining equal". The Law of Demand describes a movement along a demand curve. If something else also changed, the curve itself moved, and what we observe is the net effect of two separate changes.

1 · Income rose (normal good). Higher income shifts the demand curve rightward. If that shift outweighs the price rise, the quantity bought rises. → shift (plus a movement along the new curve).

2 · The price of a substitute rose by more. If coffee rose sharply, demand for tea shifts rightward, and more tea is bought despite tea's own price rising. → shift.

3 · Tastes changed in the good's favour. A favourable report, a change of season, a fashion — the curve shifts rightward. → shift.

In all three, the demand curve is still downward sloping. We simply observed two points on two different curves and mistook them for two points on one.

The genuine exception — a Giffen good. For a strongly inferior good, a price rise makes the consumer poorer in real terms, and because the good is inferior, that income effect pushes her to buy more of it. If the income effect outweighs the substitution effect, quantity demanded rises with price. → movement along an upward-sloping demand curve.

This is the crucial distinction. In cases 1–3 the law holds and something else moved. In the Giffen case the law itself fails — the demand curve is genuinely positively sloped.

The methodological lesson. To test the Law of Demand you cannot simply observe price and quantity over time — too many things move at once. You must isolate the effect of price with everything else held constant. This is why "ceteris paribus" is not a formality but the substance of the claim.

2.5Market demand — horizontal summation

Definition

Market demand for a good at a particular price is the total demand of all consumers in the market taken together at that price.

The method: horizontal summation

Fix a price. Add up the quantities. Repeat for every price.

We add horizontally (quantities, measured along the x-axis) — never vertically. Prices are not added; the price is the same for everyone.

Looking ahead

The identical technique is used in Chapter 4 to get the market supply curve from individual firms' supply curves. Learn it once, use it twice.

Horizontal summation, drawn

Two consumers: d₁(p) = 10 − p and d₂(p) = 15 − p.

Consumer 1 15 10 0 10 PRICE d₁ Consumer 2 15 15 d₂ Market (d₁ + d₂) 15 10 5 25 kink at p = 10 D
How to read it — fix one price, read across all three panels at that same height, and add the two quantities: that sum is the point on D. Adding is always sideways (quantities), never upwards. Above p = 10 consumer 1 buys nothing, so the market curve is just d₂ — which is why D has a kink exactly at p = 10.
The market demand function, in three pieces

For p ≤ 10 (both buy):  (10 − p) + (15 − p) = 25 − 2p

For 10 < p ≤ 15 (only consumer 2 buys):  15 − p

For p > 15 (nobody buys):  0

Check at p = 10: d₁ = 0, d₂ = 5, market = 5. And 25 − 2(10) = 5. ✓

Check your understanding

Question 7 — NCERT Ex. 14 & 15

(a) Two consumers:
d₁(p) = 20 − p for p ≤ 20, and 0 above;
d₂(p) = 30 − 2p for p ≤ 15, and 0 above.
Find the market demand function.

(b) There are 20 identical consumers, each with d(p) = 10 − 3p for p ≤ 10/3, and 0 above. Find market demand.

Are you ready for the answer? 🤔
Answer

(a) Consumer 2 leaves the market above p = 15; consumer 1 above p = 20. So there are three price ranges:

For 0 ≤ p ≤ 15 (both buy): (20 − p) + (30 − 2p) = 50 − 3p
For 15 < p ≤ 20 (only consumer 1): 20 − p
For p > 20: 0

Check at p = 15: d₁ = 5, d₂ = 0, market = 5. And 50 − 3(15) = 5. ✓

(b) All 20 consumers are identical, so simply multiply one consumer's demand by 20:

D(p) = 20 × (10 − 3p) = 200 − 60p  for 0 ≤ p ≤ 10/3
= 0  for p > 10/3

Check your understanding

Question 8 — NCERT Ex. 16

Two consumers. Compute the market demand at each price.

Price (₹)d₁d₂Market demand
1924?
2820?
3718?
4616?
5514?
6412?
Are you ready for the answer? 🤔
Answer

Add the two quantities at each price (horizontal summation):

Price (₹)d₁d₂Market demand
192433
282028
371825
461622
551419
641216

Market demand falls as price rises — the market demand curve, like the individual ones, is downward sloping.

2.6The Law of Demand is not enough

What the Law of Demand does not tell us

The Law of Demand says quantity moves in the opposite direction to price. It says nothing about by how much.

Salt

Price doubles. You still buy roughly the same amount. Demand barely responds.

A particular brand of biscuit

Price rises 10%. Buyers switch to a rival brand. Demand collapses.

Both obey the Law of Demand. But they behave completely differently — and that difference decides whether a shopkeeper who raises prices earns more or less.

Definition

Price elasticity of demand is a measure of the responsiveness of the quantity demanded of a good to a change in its price.

Measuring elasticity

eD = percentage change in quantity demandedpercentage change in price   …(2.16a)

Writing the percentages out:

eD = (ΔQ / Q) × 100(ΔP / P) × 100  =  ΔQQ × PΔP   …(2.16b)
The sign

Because price and quantity move in opposite directions, eD is always negative. For convenience we conventionally report its absolute value and drop the minus sign.

Elasticity is a pure number

It is a ratio of two percentages, so the units cancel out. It does not matter whether quantity is in kilograms or dozens, or price in rupees or dollars. This is what makes elasticities comparable across goods.

Worked example — Example 2.2

The data

An individual buys 15 bananas when the price is ₹5. When the price rises to ₹7, she reduces her demand to 12 bananas.

Price (₹)Quantity
Old: P₁ = 5Old: Q₁ = 15
New: P₂ = 7New: Q₂ = 12

Step 1 — % change in quantity

(Q₂ − Q₁)/Q₁ × 100
= (12 − 15)/15 × 100
= −3/15 × 100 = −20%

Step 2 — % change in price

(P₂ − P₁)/P₁ × 100
= (7 − 5)/5 × 100
= 2/5 × 100 = +40%

eD = −2040 = −0.5   ⇒   |eD| = 0.5
Interpretation

|eD| = 0.5 < 1, so demand for bananas is inelastic — a 40% price rise caused only a 20% fall in demand. Quantity responded proportionately less than price.

The five degrees of elasticity

Value of |eD|NameMeaningTypical goods
eD = 0Perfectly inelasticQuantity does not change at all when price changesLife-saving medicine (idealised)
0 < eD < 1Inelastic%ΔQ less than %ΔPSalt, foodgrains, necessities
eD = 1Unitary elastic%ΔQ equals %ΔP
eD > 1Elastic%ΔQ greater than %ΔPLuxuries, branded goods
eD = ∞Perfectly elasticAny rise in price drops demand to zeroIdealised competitive market
The single test

Compare the two percentages. Quantity responds more than price → elastic. Quantity responds less than price → inelastic. Nothing more.

Constant elasticity demand curves

(a) e = 0 · perfectly inelastic PRICE price changes… …quantity does not (b) e = ∞ · perfectly elastic any quantity at p̄ nothing at any other price (c) e = 1 · unitary elastic rectangular hyperbola
How to read it — change the price and see how far the quantity moves. In (a) the vertical curve means quantity never moves at all (e = 0); in (b) the horizontal curve means the tiniest price rise sends quantity to zero (e = ∞). In (c) the two shaded rectangles have equal area — price × quantity is constant, so total expenditure never changes (e = 1).

Vertical curve

Whatever the price, demand stays at q̄. Price never changes quantity, so |e| = 0.

Horizontal curve

At p̄ any quantity is demanded; at any other price, demand is zero. |e| = ∞.

Rectangular hyperbola

p × q = constant. Any % change in price causes an equal % change in quantity. |e| = 1 everywhere.

2.6.1Elasticity varies along a linear demand curve

The most common misconception in this chapter

A straight-line demand curve has a constant slope. Students therefore assume it has constant elasticity. It does not.

Slope is Δq/Δp — an absolute change. Elasticity is a ratio of percentage changes, so it depends on the p and q you start from. Same slope, different starting point, different elasticity.

For the linear demand curve q = a − bp, we have Δq/Δp = −b. Substituting into (2.16b):

eD = −b × pq  =  − bpa − bp   …(2.17)

The −b is fixed. The ratio p/q is not — and it is what drives elasticity.

Elasticity at every point on a linear demand curve

QUANTITY (q) PRICE (p) O e = ∞  (q = 0) e > 1  elastic e = 1  MIDPOINT a/2b a/2 e < 1  inelastic e = 0  (p = 0) a same slope everywhere — but elasticity falls from ∞ to 0
Position on the curvep / qElasticity
At the price axis (q = 0)infinitee = ∞
Above the midpointhighe > 1 (elastic)
At the midpoint (p = a/2b)e = 1 (unitary)
Below the midpointlowe < 1 (inelastic)
At the quantity axis (p = 0)0e = 0

The geometric method

QUANTITY PRICE O B A D upper segment DB lower segment DA
The rule

The elasticity of demand at any point on a straight-line demand curve equals

eD = lower segmentupper segment = DADB
It confirms everything on the previous slide
  • At B (the price axis): lower segment is the whole line, upper segment = 0 ⇒ e = ∞
  • Above the midpoint: lower > upper ⇒ e > 1
  • At the midpoint: lower = upper ⇒ e = 1
  • Below the midpoint: lower < upper ⇒ e < 1
  • At A (the quantity axis): lower segment = 0 ⇒ e = 0
Looking ahead

Chapter 4 uses the very same geometric trick for the price elasticity of supply, measuring Mq₀/Oq₀ along a straight-line supply curve.

2.6.2What makes demand elastic or inelastic?

1 · Nature of the commodity

Necessities (salt, foodgrains, basic medicine) → demand is inelastic. You must buy them whatever the price.

Luxuries (jewellery, foreign holidays, branded goods) → demand is elastic. You can simply do without.

2 · Availability of close substitutes

Close substitutes availableelastic. If one brand of pulses gets dearer, switch to another.

No close substitutesinelastic. There is no substitute for salt.

A subtle point worth marks

Demand for food in general is inelastic — you must eat.
But demand for one particular variety of pulses is elastic — if its price rises you switch to another variety.

The more narrowly a good is defined, the more elastic its demand, because narrower definitions mean more substitutes.

Other influences worth knowing

Share of income spent on the good (a larger share → more elastic); whether consumption can be postponed; number of uses the good has; and the time period allowed for adjustment (demand is more elastic in the long run).

2.6.3Elasticity and total expenditure

This is where elasticity earns its keep. A shopkeeper raises his price — does his revenue rise or fall? Elasticity alone decides.

Total Expenditure = Price × Quantity = P × Q
The tug of war

When price rises, P goes up but Q goes down. Expenditure is their product, so the outcome depends on which change is proportionately larger — and that is exactly what elasticity measures.

Table 2.5 — Price changes and their effect on expenditure
#PriceQuantity%ΔP%ΔQExpenditureElasticity
1+10−8↑ risesInelastic
2+10−12↓ fallsElastic
3+10−10no changeUnit elastic
4−10+15↑ risesElastic
5−10+7↓ fallsInelastic
6−10+10no changeUnit elastic

The three rules — condensed

Elastic  (e > 1)

Expenditure moves in the OPPOSITE direction to price.

Price ↑ → expenditure ↓
Price ↓ → expenditure ↑

Quantity wins the tug of war.

Inelastic  (e < 1)

Expenditure moves in the SAME direction as price.

Price ↑ → expenditure ↑
Price ↓ → expenditure ↓

Price wins the tug of war.

Unit elastic  (e = 1)

Expenditure is UNCHANGED.

The two changes cancel exactly.

A draw.

A useful approximation for numericals
%Δ Expenditure ≈ %ΔP + %ΔQ

Example: price rises 10%, e = −0.2 ⇒ %ΔQ = −0.2 × 10 = −2%.
So %ΔE ≈ 10 + (−2) = +8%. Expenditure rises — as expected for an inelastic good.

Why a shopkeeper should care

To raise revenue: raise the price of an inelastic good, lower the price of an elastic good. Getting this backwards costs money.

Check your understanding

Question 9 — NCERT Ex. 22 & 23

(a) At price ₹4 the demand is 25 units. Price rises to ₹5 and demand falls to 20 units. Calculate the price elasticity of demand.

(b) For the demand curve D(p) = 10 − 3p, find the elasticity at p = 5/3.

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Answer

(a) %ΔQ = (20 − 25)/25 × 100 = −20%
%ΔP = (5 − 4)/4 × 100 = +25%

eD = −2025 = −0.8  ⇒  |eD| = 0.8

Since 0.8 < 1, demand is inelastic at this price.

(b) Here a = 10, b = 3. First find the quantity:
q = 10 − 3(5/3) = 10 − 5 = 5

eD = −b × pq = −3 × 5/35 = −1

|eD| = 1 — this is the midpoint of the demand curve. Check: midpoint price = a/2b = 10/6 = 5/3

Check your understanding

Question 10 — NCERT Ex. 24, 25 & 26

(a) Price elasticity of demand is −0.2. If price rises by 5%, by what percentage does demand fall?

(b) Price elasticity is −0.2. How is expenditure affected by a 10% price rise?

(c) A 4% decrease in price caused expenditure to increase by 2%. What can you say about elasticity?

Are you ready for the answer? 🤔
Answer

(a) From e = %ΔQ / %ΔP:
%ΔQ = e × %ΔP = (−0.2) × 5 = −1%
Demand falls by 1%.

(b) %ΔQ = (−0.2) × 10 = −2%.
%ΔE ≈ %ΔP + %ΔQ = 10 + (−2) = +8%
Expenditure rises by about 8%. This is the inelastic case — price rose, and since quantity barely responded, expenditure moved in the same direction as price.

(c) Price fell and expenditure rose — they moved in opposite directions, so demand must be elastic (|e| > 1).

Quantitatively: %ΔQ ≈ %ΔE − %ΔP = 2 − (−4) = +6%
e = 6 / (−4) = −1.5  ⇒  |e| = 1.5, confirming elastic demand.

Challenge

Challenge — section 2.6

A government wants to reduce cigarette smoking and also to raise revenue from the tobacco tax. Demand for cigarettes is known to be price inelastic in the short run and more elastic in the long run.

(a) If it raises the price by 20%, what happens to consumption and to total expenditure on cigarettes in the short run? Use the elasticity–expenditure rule.
(b) Can it achieve both goals at once in the short run? In the long run?
(c) A colleague proposes taxing a good with elastic demand instead, "because people will cut back more". Evaluate this as revenue policy.

Are you ready for the answer? 🤔
Answer

(a) Demand is inelastic, so |e| < 1 and %ΔQ is smaller than %ΔP. Say e = −0.4: a 20% price rise cuts consumption by only 0.4 × 20 = 8%.

By the elasticity–expenditure rule, for an inelastic good expenditure moves in the same direction as price:

%ΔE ≈ %ΔP + %ΔQ = 20 + (−8) = +12%

Consumption falls 8%; total spending on cigarettes rises 12%.

(b) Yes in the short run — and this is exactly why tobacco is taxed so heavily. Consumption falls (the health goal) while revenue rises (the fiscal goal). Inelastic demand is what makes both possible simultaneously.

In the long run the tension appears. Demand becomes more elastic — people have time to quit, switch, or never start. As |e| approaches and passes 1, the quantity response grows and the revenue gain shrinks; beyond |e| = 1, further tax rises reduce revenue.

So the two goals are compatible in the short run but increasingly in conflict over time. A tax that succeeds completely at its health objective destroys its own tax base.

(c) The colleague has it exactly backwards for revenue purposes.

With elastic demand, expenditure moves opposite to price. Raising the price of an elastic good makes consumers cut back more than proportionately, so total spending — and hence the tax base — falls. It is a poor revenue source.

The general rule for revenue: tax goods with inelastic demand — necessities, goods with few substitutes, addictive goods. This is precisely why salt, fuel, alcohol and tobacco have been taxed by governments for centuries.

But note the normative sting. "Inelastic demand" often means "necessity", and taxes on necessities fall hardest on the poor, who spend a larger share of income on them. The positive analysis says such a tax raises revenue efficiently; whether it is fair is a separate, normative question — the Chapter 1 distinction again.

Chapter 2 — the argument in one page

PREFERENCES indifference map BUDGET income & prices OPTIMUM MRS = p₁/p₂ vary p₁ ⇒ DEMAND CURVE add up ⇒ MARKET DEMAND …which meets the market supply curve of Chapter 4, in Chapter 5.
What you have actually built

Starting from nothing but "a person can rank bundles" and "she has limited money", you have derived the market demand curve — a real, usable object that will determine the price of a commodity two chapters from now.

Key concepts — recap

UtilityTotal utility Marginal utilityLaw of DMU Cardinal utilityOrdinal utility PreferenceMonotonic preferences Indifference curveIndifference map MRSDiminishing MRS Budget setBudget line Price ratioConsumer's optimum DemandDemand function Law of demandSubstitution effect Income effectNormal good Inferior goodGiffen good SubstituteComplement Movement vs shiftMarket demand Price elasticity of demand
The three results to never forget
  1. Consumer's optimum: MRS = p₁/p₂
  2. Law of demand: price ↑ ⇒ quantity demanded ↓
  3. Elastic ⇒ expenditure moves opposite to price; inelastic ⇒ same direction
The three traps to avoid
  1. Slope ≠ elasticity. A straight line has constant slope but varying elasticity.
  2. Movement (own price) vs shift (everything else).
  3. Monotonicity explains the IC's direction; diminishing MRS explains its curvature.

NCERT Exercises 1, 2 and 3

Exercises 1–3

1. What do you mean by the budget set of a consumer?
2. What is a budget line?
3. Explain why the budget line is downward sloping.

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Answer

1. The budget set is the collection of all bundles that a consumer can buy with her income at the prevailing market prices — every bundle (x₁, x₂) satisfying p₁x₁ + p₂x₂ ≤ M. It includes bundles costing less than her income as well as those costing exactly her income.

2. The budget line consists of all bundles that cost the consumer exactly her entire income: p₁x₁ + p₂x₂ = M. It is the boundary of the budget set, with vertical intercept M/p₂, horizontal intercept M/p₁ and slope −p₁/p₂.

3. Every bundle on the budget line costs exactly M. If the consumer wants more of one good, she must spend more on it — and since her income is fixed and fully spent, she must spend less on the other good, and so buy less of it. An increase in one quantity therefore necessarily accompanies a decrease in the other, which is precisely what a downward slope means.

Formally: the slope is −p₁/p₂. Since both prices are positive, the slope is negative.

NCERT Exercises 10 and 21

Exercises 10 & 21

10. What do you mean by 'monotonic preferences'?
21. Explain price elasticity of demand.

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Answer

10. A consumer's preferences are monotonic if and only if, between any two bundles, the consumer prefers the bundle which has more of at least one of the goods and no less of the other good as compared to the other bundle. In short: more is better.

Monotonicity is what makes an indifference curve slope downward, makes higher indifference curves represent greater satisfaction, and forces the consumer's optimum to lie on (not below) the budget line.

21. Price elasticity of demand measures the responsiveness of the quantity demanded of a good to a change in its price. It is defined as the percentage change in demand divided by the percentage change in price:

eD = %Δ quantity demanded%Δ price = ΔQQ × PΔP

It is negative (price and quantity move oppositely) but conventionally reported as an absolute value, and it is a pure number, independent of units. Demand is elastic if |e| > 1, inelastic if |e| < 1 and unitary elastic if |e| = 1.

NCERT Exercises 17–20

Exercises 17–20

17. What do you mean by a normal good?
18. What do you mean by an inferior good? Give some examples.
19. What do you mean by substitutes? Give an example.
20. What do you mean by complements? Give an example.

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Answer

17. A normal good is one for which demand increases as the consumer's income increases, and decreases as income decreases — demand moves in the same direction as income. Examples: milk, branded clothing, cars.

18. An inferior good is one for which demand decreases as the consumer's income increases, and increases as income decreases — demand moves in the opposite direction to income. Examples: coarse cereals, low-quality food items, second-hand clothing.

A good may be normal at low incomes and inferior at higher incomes.

19. Substitutes are goods that can be used in place of each other to satisfy the same want. The demand for a good moves in the same direction as the price of its substitute. Example: tea and coffee — if the price of coffee rises, consumers shift to tea, so the demand for tea rises.

20. Complements are goods that are consumed together to satisfy a want. The demand for a good moves in the opposite direction to the price of its complement. Example: tea and sugar — if the price of sugar rises, the demand for tea falls.

End of Chapter 2

Next: the producer

We have one blade of the scissors — the demand curve. Chapter 3 crosses to the other side of the market to ask how a firm turns inputs into output and what that costs. Chapter 4 turns those costs into the supply curve. Chapter 5 brings the two blades together.

Watch for old friends in new clothes: marginal product behaves exactly like marginal utility, the isoquant is an indifference curve, and market supply is built by the same horizontal summation you learnt here.

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