AAEC 3315 Agricultural price Theory

1. AAEC 3315Agricultural price Theory Chapter 2 Consumer Behavior and Individual Demand

2. Objectives • To gain an understanding of: • How an individual’s budget limits the goods that can be purchased • About “Utility” • Indifference curves and Budget lines • Utility Maximization Decision • Derivation of the Demand Curve and the Law of Demand • Derivation of the Engel Curve

3. Consumption & Demand • Factors affecting the consumption decision: • An individual’s taste & preferences • How much money an individual has to spend (budget) • Price of the goods in the marketplace

4. Consumption & Utility • Utility – the satisfaction derived from consuming a product, good, or service • Since utility is derived from the inherent characteristics or qualities that make a product desirable, utility may be objective or subjective. • Util - a hypothetical numerical measurement of utility (used to represent the satisfaction derived from consuming products).

5. Total Utility and Marginal Utility • Total Utility (TU) – total satisfaction derived from consumption of a good. • Marginal Utility (MU) – addition to total utility (TU) provided by the last unit of the good consumed • MU = Δ TU / Δ Consumption = ∂TU/∂Q • MU is the utility provided by the last unit of the good consumed

6. Example

7. Example (Cont.)

8. Law of Diminishing Marginal Utility Law of Diminishing Marginal Utility - as additional units of a good are consumed a point is always reached where the utility derived from each additional unit declines.

9. Example (Cont.)

10. Qy Y2 Y1 IC X1 X2 Qx Indifference Curves • Indifference Curve (IC) - a line showing all combinations of two goods (products) that provide the same level of utility i.e., the consumer is indifferent between them • As we move along the IC the utility level remains the same but quantities of goods consumed change as one good replaces (or substitutes) for the other.

11. Characteristics of Indifference Curves • The closer to the origin, the lower the level of utility and vice versa. • Each IC represents a unique utility level - - Hence, IC can never intersect • ICs are negatively sloped. The downward slope of the IC indicates that if the consumer consumes less of one good, she would consume more of the other (for utility to remain constant). • The whole set of IC is called an indifference map. Qy IC2 IC1 Qx

12. Qy IC Qx Indifference Curves • Marginal rate of substitution (MRS) – The number of units of one good that must be given up to receive an extra unit of another good, holding the level of satisfaction constant. • MRSXY = Y / X • MRS is the slope of the indifference curve. Y2 Y Y1 X X1 X2

13. Y X MRSXY= Y/X 25 5 -6 19 6 -2.50 14 8 -1.33 10 11 -0.75 7 15 -0.40 5 20 Marginal Rate of Substitution Y X 1 -6 -5 2 -4 3 -3 4 -2 5

14. Diminishing Marginal Rate of Substitution • More the consumer has of a particular good, say X, the less of another good, say Y, he would be willing to give up to obtain an additional unit of X. • That is, MRS of X for Y gets smaller as the consumer has more of X and less of Y. • This is applicable only if Y and X are imperfect substitutes. Y IC X

15. Y X Budget Constraint • Budget Constraint – price & availability of goods in the market, along with the size of the budget, place a constraint on consumption. • Budget and budget constraint are represented by the budget line.

16. X Y Total Expenditure 30 0 30 24 3 30 18 6 30 12 9 30 0 15 30 Budget Line • Budget Line – a line indicating all combinations of two goods that can be purchased using all of the consumer’s budget, i.e., I = XPx + YPy • Assume I = 30, PX = 1, & PY = 2

17. Y X Budget Line • Every combination of goods along the budget line can be purchased for the same total expenditure. • The distance from the origin is an indication of the size of a the budget. • The closer to the origin, the lower the budget and vice versa. • Only purchases on the budget line use all of the consumer’s budget.

18. Y X Budget Line • I = XPx + YPy OR • Y=I/Py –(Px / Py) X • Where,I/Py is the Y-intercept, I/PX is the X-intercept and - (Px / Py) is the slope I/PY Slope = - (Px / Py) I/PX

19. Y X Effects of Budget Changes • A budget increase (decrease) will result in a parallel shift of the budget line to the right (left) • If the price of one good changes, slope of budget line changes Y X

20. Y X Y IC3 IC2 IC1 X Review of Budget Line andIndifference Curve • Budget Line: a line indicating all combinations of two goods that can be purchased using all of the consumer’s budget. • Only purchases on the budget line use all of the consumer’s budget. • Indifference Curve (IC): a line showing all combinations of two goods (products) that provide the same level of utility. • ICs that are higher in graphs represent greater level of satisfaction.

21. Consumer Choice Problem • The basic problem a consumer faces is how to allocate the budget among various goods to maximize utility (satisfaction). • That is, the consumer’s objective is to select from all combinations of goods within his means (i.e., combinations on his budget line) the one that gives him the maximum utility (i.e., the one that lies on the highest indifference curve.)

22. Y U T S V IC3 IC2 W IC1 X Utility Maximization Decision

23. Y U T S V IC3 IC2 W IC1 X Utility Maximization Decision It is then clear that from all the market baskets that are within the consumer’s reach, market basket “V” would give the consumer the maximum utility. Note that the market basket V is at a point where the budget line is tangent to IC2. Thus, the slope of the budget line should be equal to the slope of the indifference curve.

24. Utility Maximization Decision • Slope of the budget line = PX / PY • Slope of the indifference curve = MRSXY = Y / X • Thus at the point of tangency: MRS = Y / X = PX / PY • Thus, the consumer maximizes his utility where MRS is equal to the ratio of prices.

25. Impact of Changes in Product Prices • IF PX increases-X becomes relatively more expensive than Y • The slope of the budget line increases and the budget line rotates inward • The consumer can no longer afford to remain on original indifference curve and must move to a lower indifference curve • The new equilibrium will be at S. Y V S IC1 W IC2 X

26. IC2 Impact of Changes in Product Prices • IF PX decreases- X becomes cheaper relative to Y • The slope of the budget line decreases and the budget line rotates outward • The consumer can afford to move to a higher indifference curve • The new equilibrium will be at S Y S V IC1 X

27. IC3 Price Consumption Curve (PCC) • The PCC connects points representing equilibrium market baskets corresponding to all possible levels of the price of good X, while price of Y and income remain the same. Y PCC a c b IC1 IC2 X

28. Deriving a Demand Curve An individual’s demand curve for a particular good is derived from the individual’s budget (budget line) & taste & preferences (indifference curve) or the PCC. The law of demand states that, ceteris paribus, the quantity of a product demanded will vary inversely to the price of that product.

29. Y W V S IC3 IC2 IC1 X PCC Y3 Y2 Y1 X1 X2 X3 P1 Price of X P2 P3 Demand Curve for X X X1 X2 X3

30. Deriving a Demand Curve • Demand Curve – a line connecting all combinations of price and quantities consumed • Each point on a demand curve gives the price and quantity combination of a good that a consumer will buy, given his or her budget constraint and the prices of other goods. • As the price of a commodity increases (decreases), the quantity demanded of that product decreases (increases). • The demand curve slopes downward and to the right. • Each point on the demand curve gives a quantity of the good that a consumer will buy to maximize utility. P1 Price of X P2 P3 Demand Curve for X X1 X2 X3 X

31. Impact of Changes in Income • A change in income results in a parallel shift of the budget line (slope stays unaffected as long as the prices remain constant) • With change in income, the consumer’s utility maximizing market baskets change from “u” to “v” to “w.” • If we connect all of the points representing utility maximizing market baskets (u, v, and w) corresponding to all possible levels of income, the resulting curve is call the Income Consumption Curve. Y ICC w V U W IC3 IC1 IC2 X

32. Deriving an Engel Curve The ICC can be used to derive an Engel Curve, which are important for studies of family expenditure patterns. The Engel Curve describes the relationship between a consumer’s income and his expenditure on a specific good.

33. Y ICC w V U IC3 IC1 IC2 X I Engel Curve I3 I2 I1 X X3 X1 X2

34. Deriving an Engel Curve • Engel Curve – a line connecting all combinations of income and quantities consumed • Each point on an engel curve gives the income and quantity combination of a good that a consumer will buy, given the prices of all goods. • As the income increases (decreases), the quantity demanded of that product increases (decreases). This is true only for normal goods. • The shape of the engel curve for a particular good will depend on the nature of the good, the nature of the consumer’s taste, and the level at which the commodity prices are held constant. I Engel Curve I3 I2 I1 X X3 X1 X2