Demand is an economic principle that describes a consumer's desire and willingness to pay a price for a specific good or service. Holding all other factors constant, an increase in the price of a good or service will decrease demand, and vice versa. Demand refers to how much (quantity) of a product or service is desired by buyers. The quantity demanded is the amount of a product people are willing to buy at a certain price; the relationship between price and quantity demanded is known as the demand relationship. Supply represents how much the market can offer.

1. Demand
Chapter 3-3

2. Laugher Curve
Q. What do you get when you cross the
Godfather with an economist?
A. An offer you can't understand.

3. Demand
• Demand means the willingness and
capacity to pay.
• Prices are the tools by which the market
coordinates individual desires.

4. Demand vs. Quantity
Demanded
• Demand is the amount of a product that
people are willing and able to purchase at
each possible price during a given period
of time.
• The quantity demand is the amount of a
product that people are willing and able to
purchase at one, specific price.

5. The Law of Demand
• Law of demand – there is an inverse
relationship between price and quantity
demanded.
– Quantity demanded rises as price falls, other
things constant.
– Quantity demanded falls as prices rise, other
things constant.

6. The Law of Demand
• What accounts for the law of demand?
– People tend to substitute for goods whose
price has gone up.

7. The Demand Curve
• The demand curve is the graphic
representation of the law of demand.
• The demand curve slopes downward and
to the right.
• As the price goes up, the quantity
demanded goes down.

8. The Demand Table
• The demand table assumes all the
following:
– As price rises, quantity demanded declines.
– Quantity demanded has a specific time
dimension to it.
– All the products involved are identical in
shape, size, quality, etc.

9. The Demand Table
• The demand table assumes all the
following:
– The schedule assumes that everything else is
held constant.

10. From a Demand Table to a
Demand Curve
• You plot each point in the demand table
on a graph and connect the points to
derive the demand curve.

11. From a Demand Table to a
Demand Curve
• The demand curve graphically conveys
the same information that is on the
demand table.

12. PriceperDVDs(indollars)
A Demand Curve
Quantity of DVDs demanded (per week)
1 2 3 4 5 6 7 8 9 10 11 12 13
$6.00
5.00
4.00
3.00
2.00
1.00
.50
0
3.50
E
D
C
BF
A
From a Demand Table to a
Demand Curve
Price per
cassette
A
B
C
D
E
A Demand Table
DVD rentals
demanded per
week
$0.50
1.00
2.00
3.00
4.00
9
8
6
4
2
Demand for
DVDs
G

13. D
Price(perunit)
0
Quantity demanded (per unit of time)
PA
QA
A
A Sample Demand Curve

14. Demand Schedule and
Demand Curve for DVDs

15. Other Things Constant
• Other things constant places a limitation
on the application of the law of demand.
– All other factors that affect quantity demanded
are assumed to remain constant, whether
they actually remain constant or not.

16. Other Things Constant
• Other things constant places a limitation
on the application of the law of demand.
– These factors may include changing tastes,
prices of other goods, income, even the
weather.

17. • Demand refers to a schedule of
quantities of a good that will be bought
per unit of time at various prices, other
things constant.
• Graphically, it refers to the entire
demand curve.
Shifts in Demand Versus
Movements Along a Demand
Curve

18. • Quantity demanded refers to a specific
amount that will be demand per unit of
time at a specific price.
• Graphically, it refers to a specific point
on the demand curve.
Shifts in Demand Versus
Movements Along a
Demand Curve

19. • A movement along a demand curve is
the graphical representation of the effect
of a change in price on the quantity
demanded.
Shifts in Demand Versus
Movements Along a
Demand Curve

20. • A shift in demand is the graphical
representation of the effect of anything
other than price on demand.
Shifts in Demand Versus
Movements Along a
Demand Curve

21. Change in Quantity Demanded
D1
Change in quantity demanded
(a movement along the curve)
B
0
Price(perunit)
Quantity demanded (per unit of time)
100
$2
$1
200
A

22. D0
D1
Shift in Demand
Price(perunit)
Quantity demanded (per unit of time)
100
$2
$1
200
B A
Change in demand
(a shift of the curve)
250

23. Determinants of Demand
TastesTastes
IncomeIncome
Number of buyersNumber of buyers
ExpectationsExpectations
Prices of related goodsPrices of related goods

24. Shift Factors of Demand
• Shift factors of demand are factors that
cause shifts in the demand curve:
– Society's income.
– The prices of other goods.
– Tastes.
– Expectations.
– Number of Buyers
– Taxes on subsidies to consumers.

25. Income
• An increase in income will increase
demand for normal goods.
• An increase in income will decrease
demand for inferior goods.

26. Price of Other Goods
• When the price of a substitute good falls,
demand falls for the good whose price has
not changed.
• When the price of a complement good
falls, demand rises for the good whose
price has not changed.

27. Tastes
• A change in taste will change demand with
no change in price.

28. Expectations
• If you expect your income to rise, you may
consume more now.
• If you expect prices to fall in the future,
you may put off purchases today.

29. Individual and Market Demand
Curves
• A market demand curve is the horizontal
sum of all individual demand curves.
– This is determined by adding the individual
demand curves of all the demanders.

30. Individual and Market Demand
Curves
• Sellers estimate total market demand for
their product which becomes smooth and
downward sloping curve.

31. From Individual Demands
to a Market Demand Curve
(1)
Price per
cassette
$.0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
(2)
Alice’s
demand
(3)
Bruce’s
demand
(2)
Cathy’s
demand
(3)
Market
demand
9
8
7
6
5
4
3
2
6
5
4
3
2
1
0
0
1
1
0
0
0
0
0
0
16
14
11
9
7
5
3
2
A
B
C
D
E
F
G
H Cathy Bruce Alice
D
A
C
E
F
G
Quantity of cassettes demanded per week
2
$4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0
Pricepercassette(indollars)
4 6 8 10 12 14 16
B
Market demand
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

32. Aggregation of Demand (I)

33. Aggregation of Demand (II)

34. Factors that Shift Demand
Consumer
Income
Tastes
And
Preferences
Demographics
Expectations
Price of
Related Goods
Number
Of
Buyers
Demand

35. Taxes and Subsidies
• Taxes levied on consumers increase the
cost of goods to consumers, thereby
reducing demand.
• Subsidies have an opposite effect.
Not in your book but something you should think about

36. Changes in Demand
and Quantity Demanded
• Change in Quantity Demanded -
movement along the same demand curve
in response to a price change.
• Change in Demand - shift in entire
demand curve in response to a change
in a determinant of demand (a ceteris
paribus variable)

37. Change in Demand vs. Change
in the Quantity Demanded

38. The Law of Demand
• The demand curve is downward sloping
for the following reasons:
– At lower prices, existing demanders buy
more.
– At lower prices, new demanders enter the
market.