UNIT ONE

THEORY OF CONSUMER BEHAVIOR AND DEMAND

Introduction
The theory of consumer choice lies on the assumption of the consumer being rational to
maximize level of satisfaction. The consumer makes choices by comparing bundle of goods.
There are two approaches to analyze consumer’s decision making process. These are, the
cardinal and ordinal utility approaches.
1. Consumer Preferences and Choices
1.1Consumer Preference
Given any two consumption bundles (groups of goods) available for purchase, how a consumer
compares the goods? Does he prefer one good to another, or does he indifferent between the two
groups.

Given any two consumption bundles, the consumer can either decide that one of consumption
bundles is strictly better than the other, or decide that he is indifferent between the two bundles.
Strict preference

Given any two consumption bundles(X1,X2) and (Y1,Y2),if (X1,X2)>(Y1,Y2) or if he chooses

(X1,X2) when (Y1,Y2) is available the consumer definitely wants the X-bundle than Y.
Weak preference

Given any two consumption bundles(X1,X2) and (Y1,Y2),if the consumer is indifferent between
the two commodity bundles or if (X1,X2) ¿ (Y1,Y2,the consumer would be equally satisfied if
he consumes (X1,X2) or (Y1,Y2).

Completeness

For any two commodity bundles X and Y,a consumer will prefer X to Y,Y to X or will be
indifferent between the two.
Transitivity

It means that if a consumer prefers basket A to basket B and to basket C,then the consumer also
prefers A to C.
More is better than less

Consumers always prefer more of any good to less and they are never satisfied or satiated.
However, bad goods are not desirable and consumers will always prefer less of them.

1.2 Utility
Economists use the term utility to describe the satisfaction or enjoyment derived from the
consumption of a good or service.

Definition

Utility is the level of satisfaction that is obtained by consuming a commodity or undertaking an

activity.
In defining strict preference, we said that given any two consumption bundles(X1,X2) and
(Y1,Y2),the consumer definitely wants the X bundle than the Y bundle if (X1,X2) >
(Y1,Y2).This means, the consumer preferred bundle (X1,X2) to bundle (Y1,Y2) if and only if
the utility (X1,X2) is larger than the utility of (Y1,Y2).

The concept of utility is characterized with the following properties:

 ‘Utility’ and ‘Usefulness” are not synonymous. For example, paintings by Picasso may
be useless functionally but offer great utility to art lovers.
 Utility is subjective. The utility of a product will vary from person to person. That means,
the utility that two individuals derive from consuming the same level of a product may
not be the same. For example, no-smokers do not derive any utility from cigarettes.
 The utility of a product can be different at different places and time. For example, the
utility that we get from meat during fasting is not the same as any time else.
A Consumer considers the following points to get maximum utility or level of satisfaction:
 How much satisfaction he gets from buying and then consuming an extra unit of a good
or service.
 The price he pays to get the good.
 The satisfaction he gets from consuming alternative products.
 The prices of alternative goods and services.
2. Approaches to measure Utility

There are two major approaches of measuring utility. These are Cardinal and ordinal approaches.
This sub unit is divided into two Sections. In Section one the Cardinal utility approach will be
discussed while in Section two the concept of ordinal Utility will be addressed.
2.1 The Cardinal Utility theory

2.1.1 Assumptions of Cardinal Utility theory

1. Rationality of Consumers. The main objective of the consumer is to maximize his/her

satisfaction given his/her limited budget or income. Thus, in order to maximize his/her
satisfaction, the consumer has to be rational.
2. Utility is Cardinally Measurable. According to this approach, the utility or satisfaction
of each commodity is measurable. Money is the most convenient measurement of utility.
In other words, the monetary unit that the consumer is prepared to pay for another unit of
commodity measures utility or satisfaction.
3. Constant Marginal Utility of Money. According to assumption number two, money is
the most convenient measurement of utility. However, if the marginal utility of money
changes with the level of income (wealth) of the consumer, then money can not be
considered as a measurement of utility.
4. Limited Money Income. The consumer has limited money income to spend on the goods
and services he/she chooses to consume.
5. Diminishing Marginal Utility (DMU).The utility derived from each from each
successive units of a commodity diminishes. In other words, the marginal utility of a
commodity diminishes as the consumer acquires larger quantities of it.
6. The total utility of a basket of goods depends on the quantities of the individual
commodities.

If there are n commodities in the bundle with quantities,

X 1 , X 2 ,. . . X n the total utility is

given by:

TU=f (
X 1 , X 2 .. .. . . X n )
2.1.2 Total and Marginal Utility

Definitions
Total Utility (TU):- It refers to the total amount of satisfaction a consumer gets from consuming
or possessing some specific quantities of a commodity at a particular time. As the consumer
consumes more of a good per time period, his/her total utility increases. However, there is a
saturation point for that commodity in which the consumer will not be capable of enjoying any
greater satisfaction from it.
Marginal Utility (MU): It refers to the additional utility obtained from consuming an additional
unit of a commodity. In other words, marginal utility is the change in total utility resulting from
the consumption of one or more unit of a product per unit of time. Graphically, it is the slope of
total utility.
Mathematically, the formula for marginal utility is:

ΔTU
MU =
ΔQ Where, TU is the change in Total Utility, and,
Q ischange in the amount of product consumed.

2.1.3 Law of diminishing marginal Utility (LDMU)

The utility that a consumer gets by consuming a commodity for the first time is not the same as
the consumption of the good for the second, third, fourth, etc.
The Law of Diminishing Marginal Utility States that as the quantity consumed of a commodity
increases per unit of time, the utility derived from each successive unit decreases, consumption
of all other commodities remaining constant.
The LDMU is best explained by the MU curve that is derived from the relationship between the
TU and total quantity consumed.

Table2.1 Hypothetical table showing TU and MU of consuming Oranges (X)

Units of
0 1st 2nd 4th 5th 6th
Quantity(x) 3rd unit
Unit Unit unit unit Unit Unit
consumed
TUX 0 util 10 utils 16 utils 20 utils 22 utils 22 utils 20 utils
MUX 0 10 6 4 2 0 -2
 20

15 TUX
Total Utility

10

Quantity X
Marginal Utility

10

Quantity X
1 2 3 4 5
MUX

Fig.2.1Derivation of marginal utility from total utility

As indicated in the above figures, as the consumer consumes more of a good per time period, the
total utility increases, at an increasing rate when the marginal utility is increasing and then
increases at a decreasing rate when the marginal utility starts to decrease and reaches maximum
when the marginal utility is Zero.

The total utility curve reaches its pick point (Saturation point) at point A. This Saturation point
indicates that by consuming 5 oranges, the consumer attains its highest satisfaction of 11 utils.
However, Consumption beyond this point results in Dissatisfaction, because consuming the 6th
and more orange brings a lesser additional utility than the previous orange. Point B where the
MU curve reaches its maximum point is called an inflexion point or the point of Diminishing
Marginal utility.

2.1.4 Equilibrium of a consumer

A consumer that maximizes utility reaches his/her equilibrium position when allocation of
his/her expenditure is such that the last birr spent on each commodity yields the same utility.
For example, if the consumer consumes a bundle of n commodities i.e x1,x2,…,xn,he/she would
be in equilibrium or utility is maximized if and only if:
MU X MU X 2 MU X n
1
= = .. . .. .. . .= =MU m
PX P X2 P Xn
1 Where: MUm –marginal utility of money
Diagrammatically,

A

C
PX 

 B

MUX

Note that:
Figure 2.2atmarginal
any point above
utility point C like point A where MUX>Px, it pays the consumer to
of a consumer
consume more. At any point below point C like point B where MUX<Px the consumer consumes
less of X. However, at point C where MUx=Px the consumer is at equilibrium.
Table2.2 Utility schedule for a single commodity

Marginal utility
Quantity of Marginal utility
Total utility Marginal utility per Birr(price=2
Orange of money
birr)
0 0 - - 1
1 6 6 3 1
2 10 4 2 1
3 12 2 1 1
4 13 1 0.5 1
5 13 0 0 1
6 11 -2 -1 1

For consumption level lower than three quantities of oranges, since the marginal utility of orange
is higher than the price, the consumer can increase his/her utility by consuming more quantities
of oranges. On the other hand, for quantities higher than three, since the marginal utility of
orange is lower than the price, the consumer can increase his/her utility by reducing its
consumption of oranges.

Mathematically, the equilibrium condition of a consumer that consumes a single good X occurs
when the marginal utility of X is equal to its market price.

MU X = P X
Proof

The utility function is:

U =f ( X )
If the consumer buys commodity X, then his expenditure will be
Q X P X .Thus, the consumer

wants to maximize the difference between his/her utility and expenditure

Max(U −Q X P X )
The necessary condition for maximization is equating the derivative of a function with zero.
Thus,X
dU d (Q X P X )
− =0
dQ X dQ X

dU
−P X =0 ⇒ MU X =P X
dQ X
Table2.3 Utility schedule for two commodities

Orange, Price=2birr Banana, Price=4birr

Quantit TU MU MU/P Quantity TU MU MU/P
y
0 0 - - 0 0 - -
1 6 6 3 1 6 6 6
2 10 4 2 2 22 16 4
3 12 2 1 3 32 12 3
4 13 1 0.5 4 40 8 2
5 13 0 0 5 45 5 1.85
6 11 -2 -1 6 48 3 0.75
Utility is maximized when the condition of marginal utility of one commodity divided by its
market price is equal to the marginal utility of the other commodity divided by its
MU 1 MU 2
=
marketpriceMU i.e. P1 P2

Thus, the consumer will be at equilibrium when he consumes 2 quantities of Orange and 4
MU orange MU banana 4 8
= = = =2
quantities of banana, because Porange Pbanana 2 4

2.1.5 Derivation of the Cardinalist Demand

As we discussed that marginal utility is the slope of the total utility function. The derivation of
demand curve is based on the concept of diminishing marginal utility. If the marginal utility is
measured using monetary units the demand curve for a commodity is the same as the positive
segment of the marginal utility curve.

a
P1
Price b
P

c
P2
MUX
O Quantity

Price P1

P
Demand
P2 Curve
O Quantity
Q1 Q Q2
Figure 2.3 Derivation of Demand curve

Limitation of the Cardinalist approach

The Cardinalist approach involves the following three weaknesses:

1. The assumption of cardinal utility is doubtful because utility may not be quantified.
2. Utility cannot be measured absolutely (objectively). The satisfaction obtained from
different commodities cannot be measured objectively.
3. The assumption of constant MU of money is unrealistic because as income increases, the
marginal utility of money changes.
2.2 The Ordinal Utility Theory

In the ordinal utility approach, utility cannot be measured absolutely but different consumption
bundles are ranked according to preferences. The concept is based on the fact that it may not be
possible for consumers to express the utility of various commodities they consume in absolute
terms, like, 1 util, 2 util, or 3 util, but it is always possible for the consumers to express the utility
in relative terms. It is practically possible for the consumers to rank commodities in the order of
st nd rd
their preference as 1 2 3 and so on.

2.2.1 Assumptions of Ordinal Utility theory

This approach is based on the following assumptions:
1. The Consumers are rational-they aim at maximizing their satisfaction or utility given their
income and market prices.
2. Utility is ordinal, i.e. utility is not absolutely (cardinally) measurable. Consumers are
required only to order or rank their preference for various bundles of commodities.
3. Diminishing Marginal Rate of Substitution (MRS): The marginal rate of substitution is the
rate at which a consumer is willing to substitute one commodity (x) for another commodity
(y) so that his total satisfaction remains the same. When a consumer continues to substitute X
for Y the rate goes decreasing and it is the slope of the Indifference curve.
4. The total utility of the consumer depends on the quantities of the commodities consumed,

i.e., U=f (
X 1 , X 2 .. .. . . X n )

5. Preferences are transitive or consistent:

 It is transitive in the senses that if the consumer prefers market basket X to market basket
Y, and prefers Y to Z, and then the consumer also prefers X to Z.
 When we said consistent it means that If market basket X is greater than market basket Y
(X>Y) then Y not greater than X (Y not >Y).
The ordinal utility approach is expressed or explained with the help of indifference curves. An
indifference curve is a concept used to represent an ordinal measure of the tastes and preferences
of the consumer and to show how he/she maximizes utility in spending income. Since it uses ICs
to study the consumer’s behavior, the ordinal utility theory is also known as the Indifference
Curve Analysis.
2.2.2 Indifference Set, Curve and Map
Indifference Set/ Schedule: It is a combination of goods for which the consumer is indifferent,
preferring none of any others. It shows the various combinations of goods from which the
consumer derives the same level of utility.
Table2.4 Indifference Schedule

Bundle A B C D
 (Combination)
Orange(X) 1 2 4 7
Banana (Y) 10 6 3 1

Each combination of good X and Y gives the consumer equal level of total utility. Thus, the
individual is indifferent whether he consumes combination A, B, C or D.
Indifference Curves: an indifference curve shows the various combinations of two goods that
provide the consumer the same level of utility or satisfaction. It is the locus of points (particular
combinations or bundles of good), which yield the same utility (level of satisfaction) to the
consumer, so that the consumer is indifferent as to the particular combination he/she consumes.
By transforming the above indifference schedule into graphical representation, we get an
indifference curve.

10 A
Bana Goo
na Indifferen
B dB
(Y) 6 ce
Curve
C
2 IC3
D IC2
1
IC1

1 2 4 7 Good A
OrangeX

Indifference curve Indifference map

Fig2.4 indifference curves and indifference map.

Indifference Map: To describe a person’s preferences for all combinations potato and meat, we
can graph a set of indifference curves called an indifference map. In other words it is the entire
set of indifference curves is known as an indifference map, which reflects the entire set of tastes
and preferences of the consumer. A higher indifference curve refers to a higher level of
satisfaction and a lower indifference curve shows lesser satisfaction. IC2 reflects higher level of
utility than that of [Link] consumer has lots of indifference curves, not just one.

2.2.3 Properties of Indifference Curves:

Indifference curves have certain unique characteristics with which their foundation is based.
1. Indifference curves have negative slope (downward sloping to the right). Indifference
curves are negatively sloped because the consumption level of one commodity can be
increased only by reducing the consumption level of the other commodity. That
means, if the quantity of one commodity increases with the quantity of the other
remaining constant, the total utility of the consumer increases. On the other hand, if
the quantity of one commodity decreases with the quantity of the other remaining
constant, the total utility of the consumer reduces. Hence, in order to keep the utility
of the consumer constant, as the quantity of one commodity is increased, the quantity
of the other must be decreased.
2. Indifference curves do not intersect each other. Intersection between two indifference
curves is inconsistent with the reflection of indifference curves. If they did, the point
of their intersection would mean two different levels of satisfaction, which is
impossible.
3. A higher Indifference curve is always preferred to a lower one. The further away
from the origin an indifferent curve lies, the higher the level of utility it denotes:
baskets of goods on a higher indifference curve are preferred by the rational
consumer, because they contain more of the two commodities than the lower ones.
4. Indifference curves are convex to the origin. This implies that the slope of an
indifference curve decreases (in absolute terms) as we move along the curve from the
left downwards to the right. This assumption implies that the commodities can
substitute one another at any point on an indifference curve, but are not perfect
substitutes.

B B
an B
an E
an 
a an D IC2
C
A
IC1
X
Orange Orange
Fig.2.5 positively sloped and intersected indifference curves
As we discussed earlier, Indifference curves cannot intersect each other. If they did, the
consumer would be indifferent between C and E, (Right panel of figure 2.6) since both are on
indifference curve one (IC1). Similarly, the consumer would be indifferent between points D and
E, since they are on the same indifference curve, [Link] transitivity, the consumer must also be
indifferent between C and D. However, a rational consumer would prefer D to C because he/she
can have more Orange at point D (more Orange by an amount of X).

2.2.4 The Marginal rate of substitution (MRS)

To quantify the amount of one good that a consumer will give up to obtain more of another, we
often use marginal rate of substitution as a measurement (MRS).

Definition: Marginal rate of substitution of X for Y is defined as the number of units of

commodity Y that must be given up in exchange for an extra unit of commodity of X so that the
consumer maintains the same level of satisfaction.

Number of units of Y given up

MRS X , Y =
Number of units of X gained

It is the negative of the slope of an indifference curve at any point of any two commodities such
as X and Y, and is given by the slope of the tangent at that point:

i.e., Slope of indifference curve

Δy
=MRS X , Y
Δx
In other words, MRS refers to the amount of one commodity that an individual is willing to give
up to get an additional unit of another good while maintaining the same level of satisfaction or
remaining on the same indifference curve. The diminishing slope of the indifference curve means
the willingness to substitute X for Y diminishes as one move down the curve.

Note that (
MRS X , Y ) measures the downward vertical distance (the amount of y that the
individual is willing to give up) per unit of horizontal distance (i.e. per additional unit of x
 ΔY
MRS X , Y =−
required) to remain on the same indifference curve. That is, ΔX because of the

reduction in Y, MRS is negative. However, we multiply by negative one and express

MRS X , Y as
a positive value.
The rationale behind the convexity, that is, diminishing MRS, is that a consumer’s subjective
willingness to substitute A for B (or B for A) will depend on the amounts of B and A he/she
possesses.

Table2.5 level of consumption of good X and Y

Bundle A B C D
(Combination)
Orange(X) 1 2 4 7

Banana (Y) 10 6 3 1

ΔY 4
MRS X , Y (between po int s A and B= = =4
ΔX 1

In the above case the consumer is willing to forgo 4 units of Banana to obtain 1 more unit of
Orange. If the consumer moves from point B to point C, he is willing to give up only 2 units of
Banana(Y) to obtain 1 unit of Orange (X), so the MRS is 2(∆Y/∆X =4/2). Having still less of
Banana and more of Orange at point D, the consumer is willing to give up only 1 unit of Banana
so as to obtain 3 units of Orange. In this case, the MRS falls to ⅓. In general, as the amount of Y
increases, the marginal utility of additional units of Y decreases. Similarly, as the quantity of X
decreases, its marginal utility increases. In addition, the MRS decreases as one move downwards
to the right.

Marginal Utility and Marginal rate of Substitution

it is also possible to show the derivation of the MRS using MU concepts. The
MRS X , Y is related
to the MUx and the MUy is:

MU X
MRS X , Y =
MU Y
Proof:

Suppose the utility function for two commodities X and Y is defined as:

U =f ( X ,Y )
Since utility is constant on the same indifference curve:

U =f ( X ,Y )=C
The total differential of the utility function is:

∂U ∂U
dU = dX + dY =0
∂X ∂Y

MU X dX +MU Y dY =0

MU X dY
=− =MRS X ,Y
MU Y dX

MU Y dX
=− =MRS Y , X
Or, MU X dY

Example
X4
U =5 −2
Suppose a consumer’s utility function is given by Y .Compute the MRSX , Y .
MU X
MRS X , Y =
MU Y

dU dU
MU X = and MU Y =
dX dY
4−1
Therefore, MU X =4( X Y 2 )=4 ( X 3 Y 2 ) and MU Y =2 ( X 4 Y 2−1 )=2 X 4 Y

MU X 4 X3Y 2 Y
MRS X , Y = = 4
=2
MU Y 2X Y X

2.3 The Budget Line or the Price line

Indifference curves only tell us about the consumer’s preferences for any two goods but they
cannot tell us which combinations of the two goods will be chosen or bought..
In reality, the consumer is constrained by his/her money income and prices of the two
commodities. Therefore, in addition to consumer preferences, we need to know the consumer’s
income and prices of the goods. In other words, individual choices are also affected by budget
constraints that limit people’s ability to consume in light of prices they must pay for various
goods and services. Whether or not a particular indifference curve is attainable depends on the
consumer’s money income and on commodity prices. A consumer while maximizing utility is
constrained by the amount of income and prices of goods that must be paid. This constraint is
often presented with the help of the budget line constructing by alternative purchase possibilities
of two goods. Therefore, before we discuss consumer’s equilibrium, it is better to understand his/
her budget line.
The budget line is a line or graph indicating different combinations of two goods that a
consumer can buy with a given income at a given prices. In other words, the budget line shows
the market basket that the consumer can purchase, given the consumer’s income and prevailing
market prices.

Assumptions for the use of the budget line

In order to draw the budget line facing the consumer, we consider the following assumptions:
1. there are only two goods, X and Y, bought in quantities X and Y;
2. each consumer is confronted with market determined prices, Px and Py, of good X and good Y
respectivley; and
3. the consumer has a known and fixed money income (M).
By assuming that the consumer spends all his/her income on two goods (X and Y), we can
express the budget constraint as:

M=P X X +P Y Y Where, PX=price of good X

PY=price of good Y
X=quantity of good X
Y=quantity of good Y
M=consumer’s money income

This means that the amount of money spent on X plus the amount spent on Y equals the
consumer’s money income.
Suppose for example a household with 30 Birr per day to spend on banana(X) at 5 Birr each and

Orange(Y) at 2 Birr each. Thatis,

P X =5 , PY =2 , M=30 birr .

Therefore, our budget line equation will be:

5 X +2 Y =30
Table2.6 Alternative purchase possibilities of the two goods

Consumption
A B C D E F
Alternatives
Kgs of
0 1 2 3 4 6
banana (X)
Kgs of
15 12.5 10 7.5 5 0
Orange(Y)
Total
30 30 30 30 30 30
Expenditure

At alternative A, the consumer is using all of his /her income for good Y. Mathematically it is the
y-intercept (0, 15). And at alternative F, the consumer is spending all his income for good X.
mathematically; it is the x-intercept (6, 0). We may present the income constraint graphically by
the budget line whose equation is derived from the budget equation.
M=P X X +P Y Y
M− XPX =YPY
By rearranging the above equation we can derive the general equation of a budget line,

M P
Y= − X X
PY PY

M
PY = Vertical Intercept (Y-intercept), when X=0.
PX
−
PY
= slope of the budget line (the ratio of the prices of the two goods)
The horizontal intercept (i.e., the maximum amount of X the individual can consume or
purchase given his income) is given by:

M P M P M
− X X =0 = X X X=
PY PY PY PY PX

M/
PY
B


A


M/PX
Fig.2.7 Derivation of the Budget Line
Therefore, the budget line is the locus of combinations or bundle of goods that can be purchased if the
entire money income is spent.
2.3.1 Factors Affecting the Budget Line
2.3.1.1Effects of changes in income
If the income of the consumer changes (keeping the prices of the commodities unchanged) the
budget line also shifts (changes). Increase in income causes an upward shift of the budget line
that allows the consumer to buy more goods and services and decreases in income causes a
downward shift of the budget line that leads the consumer to buy less quantity of the two goods.
It is important to note that the slope of the budget line (the ratio of the two prices) does not
change when income rises or falls. The budget line shifts from B to B1 when income decreases
and to B2 when income rises.

M2/Py

M/Py Where M2>M>M1

M1/Py
B B2

B1

M1/PXM/PXM2/PX

Fig.2.8 Effects of change in income

Effects of Changes in Price of the commodities

Y Y

B1 B1
B
B
X X
 Fig.a Fig.b

Fig.2.9 Effects of change in price

Changes in the prices of X and Y is reflected in the shift of the budget lines. In the above figures
(fig.a) a price decline of good X results in the shift from B to B1.A fall in the price of good Y in
figure (b) is reflected by the shift of the budget line from B to [Link] can notice that changes in
the prices of the commodities change the position and the slope of the budget line. But,
proportional increases or decreases in the price of the two commodities (keeping income
unchanged) do not change the slope of the budget line if it is in the same direction.
Let us now consider the effects of each price changes on the budget line
 What would happen if price of x falls, while the price of good Y and money incme
remaining constant?
Y

M/py A

Here Px ’<Px, hence M/Px<M/Px1

B B’
M/PxM/Px ' X
Fig. 2.10Effect of a decrease in price of x on the budget line
Since the Y-intercept (M/Py) is constant, the consumer can purchase the same amount of Y by
spending the entire money income on Y regardless of the price of X. We can see from the above
figure that a decrease in the price of X, money income and price of Y held constant, pivots the
budget line out-ward, as from AB to AB’.
 What would happen if price of x rises, while the price of good Y and money incme remaining
constant?
Since the Y-intercept (M/Py) is constant, the consumer can purchase the same amount of Y by
spending the entire money income on Y regardless of the price of X. We can see from the
figure below that an increase in the price of X, money income and price of Y held constant,
pivots the budget line in-ward, as from AB to AB’.
 A
M/Py

B
B’

M/Px1 M/Px2

Fig. 2.11 Effect of an increase in price of x on the budget line

 What would happen if price of Y rises, while the price of good X and money incme remaining
constant?
Since the X-intercept (M/Py) is constant, the consumer can purchase the same amount of X by
spending the entire money income on X regardless of the price of Y. We can see from the above
figure that an increase in the price of Y, money income and price of X held constant, pivots the
budget line in-ward, as from AB to A’B.

Y
A
M/py

A’
M/py'

B
M/Px X

Fig.2.12 Effect of a raise in price of Y on the budget line

 What would happen if price of Y falls, while the price of good X and money incme remaining
constant?
 Y
M/py' A’

M/pyA

B
M/Px X

Fig.2.13 Effect of a fall in price of Y on the budget line

The above figure shows what happens to the budget line when the price of Y increases while the price of
good X and money income held constant. Since P y decreases, M/Py increases thereby the budget line
shifts outward.
Numerical Example
A person has $ 100 to spend on two goods(X,Y) whose respective prices are $3 and $5.
a) Draw the budget line.
b) What happens to the original budget line if the budget falls by 25%?
c) What happens to the original budget line if the price of X doubles?
d) What happens to the original budget line if the price of Y falls to 4?
From our previous discussion the budget line for two commodities was expressed as:

P X X +PY Y =M

3 X +5 Y =100
5 Y =100−3 X
100 3
Y= − X
5 5
3
Y =20− X
5
When the person spends all of his income only on the consumption of good Y,we can get the Y
intercept that is(0,20).However, when the consumer spends all of his income on the consumption
of only good X,then we get the X intercept that is (33.33,0). Using these two points we can draw
the budget line. Thus, the budget line will be:

A
Y
20 A’

B’ B
33.33 X

If the budget decreases by 25%, then the budget will be reduced to [Link] a result the budget line
will be shifted in-ward that is indicated by (A’B’).This forces the person to buy less quantity of
the two goods. The equation for the new budget line can be solved as follows:

3 X +5 Y =75
5 Y =75−3 X
75 3
Y= − X
5 5
3
Y =15− X
5
Therefore, the Y-intercept is 15 while the X-intercept is [Link], since the ratio of the prices
does not change the slope of the budget line remains constant.

If the price of good X doubles the equation of the budget line will be 6 X +5 Y =100 and if the
price of good Y falls to 4, the equation for the new budget line will be6 X + 4 Y =100 .

2.4 Optimum of the Consumer

a rational consumer seeks to maximize his utility or satisfaction by spending his or her income. It
maximizes the utility by trying to attain the highest possible indifference curve, given the budget
line. This occurs where an indifference curve is tangent to the budget line so that the slope of the

indifference curve (
MRS XY ) is equal to the slope of the budget line( P X / PY ).

Thus, the condition for utility maximization, consumer optimization, or consumer equilibrium
occurs where the consumer spends all income (i.e. he/she is on the budget line) and the slope of

the indifference curve equals to the slope of the budget line

MRS XY =P X / PY .

The preferences of the consumer (what he/she wishes) are indicated by the indifference curve
and the budget line specifies the different combinations of X and Y the consumer can purchase
with the limited income. Therefore, the consumer tries to obtain the highest possible satisfaction
with in his budget line.
However, the consumer cannot purchase any bundle lying above and to the right of the budget
line. Because Indifference curves above the region of the budget line are beyond the reach of the
consumer and are irrelevant for equilibrium consideration. The question then arises as to which
combinations of X and Y the rational consumer will purchase.

Graphically, the consumer optimum or equilibrium is depicted as follows:

Y
A

B
E
IC4

C IC3

IC2
D
IC1

X
Figure2.14 Consumer equilibrium

At point ‘A’ on the budget line, the consumer gets IC 1 level of satisfaction. When he/she moves
down to point ‘B’ by reallocating his total income in favor of X he/she derives greater level of
satisfaction that is indicated by IC2. Thus, point ‘B’ is preferred to point ‘A’. Moving further
down to point ‘E’, the consumer obtains the greatest level of satisfaction (IC3) relative to other
indifference curves.
Therefore, point ‘E’ (which represents combination X and Y) is the most preferred position by
the consumer since he/she attains the highest level of satisfaction within his/her reach and point
’E’ is known as the point of consumer equilibrium (or consumer optimum). This equilibrium
occurs at the point of tangency between the highest possible indifference curve and the budget
line. Put differently, equilibrium is established at the point where the slope of the budget line is
equal to the slope of the indifference curve.

Mathematically, consumer optimum (equilibrium) is attained at the point where:

PX MU X MU Y MU X PX
MRS XY = , But we know = =.. . .. .. MU X P Y =MU Y P X .. . , =
PY PX PY MU Y PY

2.4.1 Effects of Changes in Income and Prices on Consumer

A. Changes In Income: Income Consumption Curve and the Engel Curve

If we connect all of the points representing equilibrium market baskets corresponding to all
possible levels of money income, the resulting curve is called the Income consumption curve
(ICC) or Income expansion curve (IEC). The Income Consumption Curve is a curve joining the
points of consumer optimum (equilibrium) as income changes (ceteris paribus). Or, it is the locus
of consumer equilibrium points resulting when only the consumer’s income varies.

C
o ICC
m
m E3
od E2
it E1
Commodity X

Engle Curve
Inco
I
me 3
I2
I1

X1 X2 X3 Commodity X
The Engle Curve is the relationship between the equilibrium quantity purchased of a good and
the level of income. It shows the equilibrium (utility maximizing) quantities of a commodity,
which a consumer will purchase at various levels of income; (celeries paribus) per unit of time.

In relation to the shape of the income-consumption and Engle curves goods can be categorized as
normal (superior) and inferior goods. Thus, commodities are said to be normal, when the income
consumption curve and its Engle curve are positively sloped; meaning that more of the goods are
purchased at higher levels of income. On the other hand, commodities are said to be inferior
when the income consumption curve and Engle curve is negatively sloped, i.e. their purchase
decreases when income increases.

For example, in the figure below good Y is a normal good while good X is a normal good until
the person’s level of income reaches M2 .Thus, when income increases beyond M2, the person
will buy less of good X as his income increases. Therefore, good X is a normal good Up to point
A and becomes an inferior good as the income consumption curve bends backward.

M3/Py M3/Py
M2/Py M2/Py

M1/Py
M1/Py

M1/Px M2/Px M3/Px M1/Px M2/Px M3/Px

Figure2.16 income consumption curve

B. Changes in Price: Price Consumption Curve (PCC) and Individual Demand

Curve

We now look at the second factor that affects the equilibrium of the consumer that is price of the
goods. The effect of price on the consumption of good is even more important to economists
than the effect of changes in income. Here, we hold money income constant and let price change
to analyze the effect on consumer behavior.

In our earlier previous discussion, we have seen that an increase in the price of good X, for
example, increases the absolute value of the slope of the budget line, but it does not affect the
vertical (Y) intercept of the line. Thus, the change in the price of x will result in out ward shift of
the budget line that makes the consumer to buy more of good [Link] we connect all the points
representing equilibrium market baskets corresponding to each price of good X we get a curve
called price-consumption curve.

The price-consumption curve is the locus of the utility-maximizing combinations of products

that result from variations in the price of one commodity when other product prices, the money
income and other factors are held constant.

We can derive the demand curve of an individual for a commodity from the price consumption
curve. Below is an illustration of deriving the demand curve when price of commodity X

decreases from
Px 1 to Px 2 to Px 3 .

C
o
m PCC
m
od
it
Commodity X

Px1
Pr
ic Px2
e Individual
of Px3 demand curve
X

X1 X2 X3 Commodity X

Figure2.17 the PPC and derivation of the demand curve

Mathematical derivation of equilibrium

Suppose that the consumer consumes two commodities X and Y given their prices by spending
level of money income M. Thus, the objective of the consumer is maximizing his utility function
subject to his limited income and market prices. In utility maximization, the function that
represents the objective that the consumer tries too achieve is called the objective function and
the constraint that the consumer faces is represented by the constraint function.

The maximization problem will be formulated as follows:

MaximizeU =f ( X ,Y )

Subject to P X X+P Y Y =M

We can rewrite the constraint as follows:

M−P X X +P Y Y =0 or P X X +PY Y −M=0

Multiplying the constraint by Lagrange multiplier λ

λ (M −P X X +PY Y )=0

Forming a composite function gives as the Lagrange function:

ℓ=U ( X ,Y )+λ( M−P X X +PY Y )

Or, ℓ=U ( X ,Y )−λ ( P X X +PY Y −M )

The first order condition requires that the partial derivatives of the Lagrange function with
respect to the two goods and the langrage multiplier be zero.
∂ ℓ ∂U ∂ ℓ ∂U ∂ℓ
= −λP X =0 ; = −λPY =0 and =−(P X X +PY Y −M )=0
∂X ∂X ∂Y ∂Y ∂λ
From the above equations we obtain:

∂U ∂U
=λP X and = λPY
∂X ∂Y
∂U ∂U
=MU X and =MU Y
∂X ∂Y
Therefore, substituting and solving for λ we get the equilibrium condition:

MU X MU Y
λ= =
PX PY
By rearranging we get:

MU X PX
=
MU Y PY
The second order condition for maximum requires that the second order partial derivatives of the
Lagrange function with respect to the two goods must be negative.

∂ ℓ2 ∂U 2 ∂ ℓ2 ∂ U2
= < 0 and = <0
∂ X 2 ∂ X2 ∂Y 2 ∂ Y 2

Example
A consumer consuming two commodities X and Y has the following utility function
U =XY +2 X .If the price of the two commodities are 4 and 2 respectively and his/her budget is
birr 60.
a) Find the quantities of good X and Y which will maximize utility.

b) Find the
MRS X , Y at optimum.
Solution
The Lagrange equation will be written as follows:
ℓ= XY + 2 X + λ( 60−4 X−2 Y )
∂ℓ
=Y + 2−λ 4=0
∂X ……………………….. (1)
∂ℓ
=X −λ 2=0
∂Y …………………………… (2)
∂ℓ
=60−4 X −2Y =0
∂λ …………………… (3)
From equation (1) we get Y +2=4 λ and from equation (2) we get X =2 λ .Thus, we can get
Y +2 1
X= λ= X
that 2 and equation (2) gives as 2 .

Y +2
X=
By substituting 2 in to equation (2) we get Y =14 and X=8 .

MU X
MRS X , Y =
MU Y
Y +2
=
X
After inserting the optimum value of Y=14 and X=8 we get 2 which equals to the price ratio of
4 PX
(= =2 )
the two goods PY 2 .
Income and Substitution Effects

In our previous discussion we have noted that there are two effects of a price change. If price
falls (rises), the good becomes cheaper (more expensive) relative to other goods; and consumers
substitute toward (away from) the good. This is the substitution effect. Also, as price falls (rises),
the consumer’s purchasing power increases (decreases). Since the set of consumption
opportunities increases (decreases) as price changes, the consumer changes the mix of his or her
consumption bundle. This effect is called the income effect. Let us analyze each effect in turn,
and then combine the two in order to see why demand is assumed to be downward sloping.

 Let us Consider the case of a price-decline:

First a decrease in price increases the consumer’s real income (purchasing power), thus
enhancing the ability to buy more goods and services to some extent. Second, a decrease in the
price of a commodity induces some consumers (the consumer) to substitute it for others, which
are now relatively expensive (higher price) [Link] 1st effect is known as the income
effect, and the 2nd effect is known as the substitution effect. The combined effect of the two is
known as the total effect (net effect).

Note that:
I/py1 X 1 X 3 =NE= Total (net)
effect
X1 X2 = SE=Substitution
I’/py1
A B IC2 effect
 
C IC1


x1 x2 IE x3 I’/px1 I/px2
SE
NE
 Figure2.18 Income and Substitution effect for a normal good

Suppose initially the income of the consumer is

I 1 , price of goodY is Py 1 , and Price of good X

I I
is
Px 1 , we have the budget line with y-intercept Py 1 and X-intercept Px 1 . The consumer’s

equilibrium is point A that indicates the point of tangency between the budget line and

indifference curve
IC 1 . As a result of a decrease in the price of X from Px 1 to Px 2 the budget

I I
line shifts outward with y-intercept
Py 1 & X-Intercept Px 2 . The consumer’s new equilibrium

will be on point B.

The total change in the quantity purchased of commodity X from the 1st equilibrium point at A
to the second equilibrium point at B shows the Net effect or total effect of the price decline
(change).

The total effect of the price change can be conceptually decomposed into the substitution effect
and income effect.

The Substitution Effect

The substitution effect refers to the change in the quantity demanded of a Commodity resulting
exclusively from a change in its price when the consumer’s real income is held constant; thereby
restricting the consumer’s reaction to the price change to a movement along the original
indifference curve. The decline in the price of X results in an increase in the consumer’s real
income, as evidenced by the movement to a higher indifference curve even though money
income remains fixed.

Now, imagine that we decrease the consumer’s income by an amount just sufficient to return to
the same level of satisfaction enjoyed before the price decline. Graphically, this is accomplished
by drawing a fictitious (imaginary) line of attainable combinations with a slope corresponding to
Px 2
new ratio of the product price Py 1 so that it is just tangent to the original indifference curve
IC 1 .

The point of tangency is the imaginary point C (imaginary equilibrium). The movement from
point A to the imaginary intermediate equilibrium at point C, which shows increase in
consumption of X from X1 to X2 is the substitution [Link] other words, the effect of a decrease
in price encourages the consumer to increase consumption of X than Y.

The Income Effect

The income effect may be defined as the change in the quantity demanded of a commodity
exclusively associated with a change in real income. The income effect is determined by
observing the change in the quantity demanded of a commodity that is associated solely with the
change in the consumer’s real income.

In figure 2.18, letting the consumer’s real income rise from its imaginary level (defined by the
line of attainable combinations tangent to point C) back to its true level (defined by the line of
attainable combinations tangent to point B) gives the income effect. Thus, the income effect is
indicated by the movement from the imaginary equilibrium at point C to the actual new
equilibrium at point B, the increase in the quantity of X purchased from X 2 to X3 is the income
effect.

The income effect of a change in the price of good shows the change in quantity demanded via
change in real income, while the relative price ratio remains constant. This movement does not
involve any change in prices; the price ratio is the same in budget line 1 as in budget line 2. It is
due to a change in total satisfaction and such a change is a movement from one indifference
curve to another.

When we look at both the substitution and income effects, the magnitude of the substitution
effect is greater than that of the income effect. The reason is that:
  Most goods have suitable substitutes and when the price of good falls, the quantity of
the good purchased is likely to increase very much as consumers substitute the now
cheaper good for others.
 Spending only a small fraction of his /her income, i.e. with the consumers purchasing
many goods and spending only a small fraction of their income on any one good, the
income effect of a price change of any one good is likely to be small.

Usually, the income and substitution effects reinforce one another i.e. they operate in the same
direction. The substitution effect is always negative. i.e. if the price of a good X increases and
real income is held constant, there will always be a decrease in the consumption of good X, and
vise versa. This result follows from the fact that indifference curves have negative slopes.
However, the income effect is not predictable from the theory alone. In most cases, one would
expect that increases in real income would result in increases in consumption of a good. This is
the case for so called Normal goods.

In short in the case of normal goods, the income effect and the substitution effect operate in the
same direction –they reinforce each other. But not all goods are normal. Some goods are called
inferior goods because the income effect is the opposite (of that of a normal good) for them-they
operate in opposite direction. For an inferior good, a decrease in the price of the commodity
causes the consumer to buy more of it (the substitution effect), but at the same time the higher
real income of the consumer tends to cause him to reduce consumption of the commodity (the
income effect). We usually observe that the substitution effect still is the more powerful of the
two; even though the income effect works counter to the substitution effect, it does not override
it. Hence, the demand curve for inferior goods is still negatively sloped.
Let us consider the following diagram that shows the income, substitution and net effect for an
inferior commodity in the case of a decline in the price of good X.

Y KEY:
X1X3= NE=Net effect
X1X2= SE=Substitution
effect

E3 X2 X3= IE=Income effect

E1
E2

X1 X3 X2 X
 IC2

IC1

Figure 2.19 Income, Substitution, and Net effect for an inferior commodity

In very rare occasions, a good may be so strongly inferior that the income effect actually
overrides the substitute effect. Such an occurrence means that a decline in the price of a good
would lead to a decline in the quantity demanded and that a rise in price will induce an increase
in quantity demanded. In other words, price and quantity move in the same direction. The name
given to such a unique situation is Giffen paradox; and it constitutes an exception to the Law of
demand. That is for Giffen goods the income effect (which decreases the quantity demanded) is
so strong that it offsets the substitution effect (which increases the quantity demanded), with the
result that the quantity demanded is directly related to the price, at least over some range of
variation of price.

E3
IC2

E1
E2
IC1

X3 X1 X2 X
SE
NE

IE

. Figure 2.20Income, Substitution and net effects for a Giffen good,

When there is a price decline.