1 / 56

2. BÖLÜM

2. BÖLÜM. TÜKETİCİ TERCİHLERİ ( Consumer Preferences ). Amaçlarımız. Tüketici tercihini açıklamak Fayda Kavramanı açıklamak Fiyat ve gelirin önemi Optimal davranış Tüketici dengesi

mjeffries
Download Presentation

2. BÖLÜM

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. 2. BÖLÜM TÜKETİCİ TERCİHLERİ (Consumer Preferences)

  2. Amaçlarımız • Tüketici tercihini açıklamak • Fayda Kavramanı açıklamak • Fiyat ve gelirin önemi • Optimal davranış • Tüketici dengesi Anahtar kavramlar: Homo-economicus, fayda fonksiyonu, farksızlık eğrileri, marjinal ikame oranı, bütçe Kısıtı, tüketici dengesi, gelir ikame etkisi, bireysel talep fonksiyonu

  3. İhtiyaç ve Tüketici Tercihleri /Kavramlar • İhtitaç: Karşılandığında insanlara haz, karşılanmadığında ise elem, ve doyumsuzluk veren duygudur (açlık ve susuzluk gibi) • Mal: İnsan ihtiyaçlarını karşılayan her türlü fiziki varlık ve hizmetlerdir. • Tüketici: Mal tüketerek ihtiyaçlarını karşılayan kimsedir. • Fayda: Malların ihtiyaçları giderme özelliğidir.

  4. İktisadi Akılcılık ve Homo-Economicus • Tam bilgiye sahip olma, • Seçici olma, • Çoğu aza tercih etme, • Tercihler arasında tutarlı olma.

  5. Fayda Kavramı • Malların ihtiyaçlarını giderme özelliğidir. • Kardinal ve ordinal yaklaşım • Fayda ölçülebilir [Jevons (1854) ve Walras (1874)] • Fayda ölçülemez [Edgeworth (1881), Antonelli (1886), İrving Fisher (1892)] • Değer paradoksu?

  6. Fayda Kavramı/TU and MU

  7. Fayda Fonksiyonu • There are three steps involved in the study of consumer behavior • Consumer Preferences • To describe how and why people prefer one good to another • Budget Constraints • People have limited incomes

  8. Farksızlık Eğrileri (Indifference Curves:An Example)

  9. B 50 Clothing H E 40 A 30 D G 20 10 Food 10 20 30 40 Farksızlık Eğrileri (Indifference Curves:An Example) The consumer prefers A to all combinations in the yellow box, while all those in the pink box are preferred to A.

  10. B 50 Clothing H E 40 A 30 D 20 G U1 10 Food 10 20 30 40 Farksızlık Eğrileri (Indifference Curves:An Example) • Indifferent between points B, A, & D • E is preferred to points on U1 • Points on U1are preferred to H & G

  11. Farksızlık Eğrileri(Indifference Curves) • Farksızlık eğrisi üzerindeki her nokta, eşit toplam fayda • Mal düzleminin her noktasında farksızlık eğrisi geçer • Farksızlık eğrisi negatiftir • Orjine dışbükeydir

  12. Clothing D B A U3 U2 U1 Food Farksızlık Eğrileri(Indifference Curves) Market basket A is preferred to B. Market basket B is preferred to D.

  13. U1 U2 Clothing A B U2 D U1 Food Farksızlık Eğrileri(Indifference Curves) • B is preferred to D • A is indifferent to B & D • B must be indifferent to D but that can’t be if B is preferred to D

  14. A 16 Clothing 14 12 -6 B 10 1 8 -4 D 6 E 1 G -2 4 1 -1 1 2 Food 1 2 3 4 5 Marjinal İkame Oranı(Marginal Rate of Substitution) Observation: The amount of clothing given up for 1 unit of food decreases from 6 to 1

  15. A Clothing 16 14 -6 12 B 10 1 -4 8 D 1 6 E -2 G 4 1 -1 1 2 Food 1 2 3 4 5 Marjinal İkame Oranı(Marginal Rate of Substitution) MRS = 6 MRS = 2

  16. Azalan Marjinal İkame Oranı(Marginal Rate of Substitution) • MRS, kayıtsızlık eğrisi aşağı gittikçe azalır • Along an indifference curve there is a diminishing marginal rate of substitution (Azalan marjinal İkame eğrisi) • The MRS went from 6 to 4 to 1

  17. Marjinal Fayda ve Tüketici Tercihi Marginal Utility and Consumer Choice • Formally: No change in total utility along an indifference curve. Trade off of one good to the other leaves the consumer just as well off.

  18. Marginal Utility and Consumer Choice • Rearranging:

  19. Marginal Utility and Consumer Choice • When consumers maximize satisfaction: Since the MRS is also equal to the ratio of the marginal utility of consuming F and C

  20. Marginal Utility and Consumer Choice • Rearranging, gives the equation for utility maximization:

  21. Marjinal İkame Oranı(Marginal Rate of Substitution) • Two polar cases are of interest • Perfect substitutes (MRS sabit) • Perfect complements (MRS=0)

  22. Apple Juice (glasses) 4 3 2 1 Orange Juice (glasses) 0 1 2 3 4 Tüketici Tercihi/Kayıtsızlık Eğrisi Mükemmel İkame (Perfect Substitutes)

  23. Left Shoes 4 3 2 1 0 1 2 3 4 Right Shoes Tüketici Tercihi/Kayıtsızlık Eğrisi Mükemmel Tamamlayıcı (Perfect Complements)

  24. Styling Performance Tüketici Tercihi( Consumer Preferences) These consumers place a greater value on performance than styling

  25. Styling Performance Tüketici Tercihi( Consumer Preferences These consumers place a greater value on styling than performance

  26. Fayda (Utility) • Utility function • Formula that assigns a level of utility to individual market baskets • If the utility function is U(F,C) = F + 2C A market basket with 8 units of food and 3 units of clothing gives a utility of 14 = 8 + 2(3)

  27. Utility - Example Consumer is indifferent between A & B and prefers both to C

  28. Utility - Example • Baskets for each level of utility can be plotted to get an indifference curve • To find the indifference curve for a utility of 14, we can change the combinations of food and clothing that give us a utility of 14

  29. Clothing 15 C 10 U3 = 100 A 5 B U2 = 50 U1 = 25 Food 0 5 10 15 Utility - Example Basket U = FC C 25 = 2.5(10) A 25 = 5(5) B 25 = 10(2.5)

  30. Bütçe Doğrusu (The Budget Line) • The budget line then can be written: All income is allocated to food (F) and/or clothing (C)

  31. Bütçe Doğrusu (The Budget Line) • Different choices of food and clothing can be calculated that use all income • These choices can be graphed as the budget line • Example: • Assume income of $80/week, PF = $1 and PC = $2

  32. Bütçe Kısıtı(Budget Constraints)

  33. Clothing (I/PC) = 40 A B 30 10 D 20 20 E 10 G Food 0 20 40 60 80 = (I/PF) Bütçe Doğrusu (The Budget Line)

  34. Bütçe Doğrusu (The Budget Line)

  35. Clothing (units per week) 80 60 L2 (I = $160) 40 20 L3 L1 (I = $40) Food (units per week) (I = $80) 0 40 80 120 160 Bütçe Doğrusu Değişimi(The Budget Line – Changes) An increase in income shifts the budget line outward A decrease in income shifts the budget line inward

  36. Fiyat Değişiminin Etkisi (The Effects of Changes in Prices) • The Effects of Changes in Prices • If the price of one good decreases, the budget line shifts outward, pivoting from the other good’s intercept. • If the price of food decreases and you buy only food (x-intercept), then you can buy more food. The x-intercept shifts out. • If you buy only clothing (y-intercept), you can buy the same amount. No change in y-intercept.

  37. Clothing (units per week) 40 L2 L1 L3 (PF = 1/2) (PF = 1) Food (units per week) (PF = 2) 80 160 120 40 Fiyat Değişiminin Etkisi (The Effects of Changes in Prices) A decrease in the price of food to $.50 changes the slope of the budget line and rotates it outward. An increase in the price of food to $2.00 changes the slope of the budget line and rotates it inward.

  38. Fiyat Değişiminin Etkisi /Talep fonk

  39. Tüketici Tercihi (Consumer Choice) • Given preferences and budget constraints, how do consumers choose what to buy? • Consumers choose a combination of goods that will maximize their satisfaction, given the limited budget available to them

  40. Tüketici Tercihi (Consumer Choice) • The maximizing market basket must satisfy two conditions: • It must be located on the budget line • They spend all their income – more is better • It must give the consumer the most preferred combination of goods and services

  41. Tüketici Tercihi (Consumer Choice) • Graphically, we can see different indifference curves of a consumer choosing between clothing and food • Remember that U3 > U2 > U1 for our indifference curves • Consumer wants to choose highest utility within their budget

  42. Clothing (units per week) 40 A D 30 C 20 U3 U2 U1 B 0 20 40 80 Food (units per week) Tüketici Tercihi (Consumer Choice) • A, B, C on budget line • D highest utility but not affordable • C highest affordable utility • Consumer chooses C

  43. Tüketici Tercihi (Consumer Choice) • Consumer will choose highest indifference curve on budget line • In previous graph, point C is where the indifference curve is just tangent to the budget line • Slope of the budget line equals the slope of the indifference curve at this point

  44. Tüketici Tercihi (Consumer Choice) • Recall, the slope of an indifference curve is: Further, the slope of the budget line is:

  45. Tüketici Tercihi (Consumer Choice) • Therefore, it can be said at consumer’s optimal consumption point,

  46. Tüketici Tercihi (Consumer Choice) • It can be said that satisfaction is maximized when marginal rate of substitution (of F and C) is equal to the ratio of the prices (of F and C) • Note this is ONLY true at the optimal consumption point

  47. Tüketici Tercihi (Consumer Choice) • Optimal consumption point is where marginal benefits equal marginal costs • MB = MRS = benefit associated with consumption of 1 more unit of food • MC = cost of additional unit of food • 1 unit food = ½ unit clothing • PF/PC

  48. Tüketici Tercihi (Consumer Choice) • If MRS ≠ PF/PC then individuals can reallocate basket to increase utility • If MRS > PF/PC • Will increase food and decrease clothing until MRS = PF/PC • If MRS < PF/PC • Will increase clothing and decrease food until MRS = PF/PC

  49. Clothing (units per week) 40 B 30 -10C 20 +10F U1 0 20 40 80 Food (units per week) Tüketici Tercihi (Consumer Choice) Point B does not maximize satisfaction because the MRS = -10/10 = 1 is greater than the price ratio = 1/2

  50. Consumer Choice: An Application Revisited • Consider two groups of consumers, each wishing to spend $10,000 on the styling and performance of a car • Each group has different preferences

More Related