Determinants
of individual demand
The determinants
of individual demand of a particular good, service or commodity refer
to all the factors that determine the quantity demanded of an individual or
household for the particular commodity. The main determinants of demand are:
1.
The
(unit) price of the commodity.
2.
The
tastes and preferences of the individual or household.
3.
The
prices and nature of substitute goods,
i.e., goods whose consumption can replace the consumption of the given good.
The cheaper and better the substitute goods, the less the demand, ceteris
paribus. This is termed the substitution
effect.
4.
The
prices and nature of complementary goods,
i.e., goods for which increased consumption makes the consumption of the given
good more worthwhile. A drop in the price of complementary goods leads to an
increase in demand, ceteris paribus.
5.
The disposable income that the household has. More
specifically, the fraction of household income that it is generally willing to
spend on that or related commodities. An increase in income leads to an
increase (or at any rate, no decrease) in demand for most goods. This is termed
the income effect. Goods for which the
income effect is reversed are typically inferior
goods. For these good, demand may drop with a rise in income.
6.
Expectations
of future prices. This is particularly important for durable goods for which
there is no urgency to purchase. In general, if future prices are expected to
be lower, demand is less for a given price, because a person decides to delay
the purchase. If future prices are expected to be higher, demand may be higher
for a given price, because a person prefers to buy now before the good becomes
too expensive.
7.
The
surrounding circumstances, such as climate, weather, crime levels, that have an
effect on the desirability of possessing the good. This is sometimes folded
under tastes and preferences -- however, surrounding circumstances
could change without any change in tastes and preferences.
The demand curve (specifically, the individual demand curve) is a plot with quantity
demanded on the horizontal axis and price on the vertical axis, keeping all
other parameters constant (i.e.,ceteris paribus).
Determinants
of market demand
The market demand curve for a commodity is
obtained by adding up the individual demand curves for all economic actors in
the market. Thus, each of the determinants of individual demand is also a
determinant of market demand. However, aggregating a
particular determinant of individual demand across the market (through some
method such as taking an average) does not necessarily capture all the
information about that determinant since the distribution across
the market also matters. Broadly, there are three kinds of factors that affect
market demand:
1.
The
size of the market. ceteris paribus,
a larger market means more demand, and a more outward market demand curve.
2.
The
various determinants of individual demand, averaged across all economic actors
in the market.
3.
The
distribution of each of the determinants of individual demand across all
economic actors in the market.
Determinants
of change in demand
Effect
of unit price
Unit
price has a direct effect on the quantity demanded but not on the demand curve (which is a plot of quantity
demanded against individual price). The relationship is studied by studying thedemand curve. The most important feature of this
relationship is the law of demand,
which asserts that an increase in unit price leads to a decrease in quantity
demanded.
Other
determinants
The
cause of a change in quantity demanded, either at the individual or market
level, is usually a change in one of the determinants of demand. Given below is
a comprehensive table of examples:
Determinant
of demand
|
Individual
or market?
|
Nature
of change
|
Effect
on quantity demanded ceteris paribusand
hence on demand curve
|
Measure
of sensitivity
|
Tastes and preferences
|
individual
|
increase in preference
|
positive, hence expansion of
demand curve
|
|
Tastes and preferences
|
individual
|
decrease in preference
|
negative, hence contraction of
demand curve
|
|
Price of substitute good
|
individual
|
increase in price
|
positive, hence expansion of
demand curve
|
see cross-price
elasticity of demand, also substitution
effect
|
Price of substitute good
|
individual
|
decrease in price
|
negative, hence contraction of
demand curve
|
see cross-price
elasticity of demand, also substitution
effect
|
Nature of substitute good
|
individual
|
better substitution
|
ambiguous. Demand could shift
between the two substitutes depending on the relative prices.
|
|
Nature of substitute good
|
individual
|
worse substitution
|
ambiguous. Demand could shift
between the two substitutes depending on the relative prices.
|
|
Price of complementary good
|
individual
|
increase in price
|
negative, hence contraction of
demand curve
|
see cross-price
elasticity of demand
|
Price of complementary good
|
individual
|
decrease in price
|
positive, hence expansion of
demand curve
|
see cross-price
elasticity of demand
|
Nature of complementary good
|
individual
|
increase in complementarity
|
positive (generally), hence
expansion of demand curve
|
|
Disposable income
|
individual
|
increase in income
|
positive (usually), hence
expansion of demand curve
|
see Engel
curve and income-elasticity of
demand. Goods for which this is true are termed normal goods. Exceptions are termed inferior goods.
|
Disposable income
|
individual
|
decrease in income
|
negative (usually), hence
contraction of demand curve
|
see Engel
curve and income-elasticity of
demand. Goods for which this is true are termed normal goods. Exceptions are termed inferior goods.
|
Expectations of future prices
|
individual
|
increase in future price
expectation
|
positive, hence expansion of
demand curve
|
|
Expectation of future prices
|
individual
|
decrease in future price
expectation
|
negative, hence contraction of
demand curve
|
|
Environmental need for good
|
individual
|
increase in environmental need
|
positive, hence expansion of
demand curve
|
|
Environmental need for good
|
individual
|
decrease in environmental need
|
negative, hence contraction of
demand curve
|
|
Market size
|
market
|
increase in market
size
|
positive, hence
expansion of demand curve
|
|
Types of Demand:
Marketing management has the task of influencing the
level, timings and composition of demand in a way that will help the
organization to achieve its objectives. Also, A marketer has to take into
consideration different types of demand for his product before he comes up with
a strategy.
1 ] Negative Demand
The
market is in a state of negative demand if; a major part of the market dislikes
the product and may even pay a price to avoid it.
Eg: People have a negative demand for
·
Vaccination
·
Dental work
·
Vasectomies
·
Gall bladder operation Employers feel
a negative demand for
·
Ex-convicts
·
Alcoholics
The marketing task is to analyse, why the market dislikes
the products?
2] No Demands
Target consumers may be uninterested in the product. Ex – People have no demand
for
·
Farmers may not be interested in new
farming methods
·
College students may not be interested
in a foreign language course.
The marketing task is to find ways to connect
the benefits of the products to the person's natural needs and
interests.
3] Latent Demand:
Many consumers may share a strong need that cannot be satisfied by any existing
products.
·
Latent demand for harmless
cigarettes.
·
Safer neighborhood.
·
More fuel efficient cars.
The marketing task is to measure the size of the
potential market and develop effective goods and services that would satisfy
the demand.
4] Declining Demand
A substantial drop in the demand for products.
·
Boy scout enrolment among Singapore
students.
The marketing task is to:
1. Analyse the cause of market decline.
2. Determine whether the demand can be re-stimulated by changing
target markets, changing product features and developing more effective goods.
3. To reverse the declining demand through creative remarketing of
the product.
5] Irregular Demand
Organizations face demand that varies on a seasonal, daily or even hourly
basis, causing problems of idle capacity or overcrowded capacity.
·
Markets :- visited on weekends, not
on weekdays.
·
Hospitals :- OT's booked
for early weak
The marketing task is called Synchro Marketing
(alter pricing, promotion & other incentives)
6] Full Demand
Organizations face full demand when they are pleased with there volume of
business.
The
marketing task is to:
1. Maintain the current level of demand in the face of
changing consumer preferences and increasing competition.
2. Quality should be improved.
3. Continuously measure consumer satisfaction.
Eg: Maruti
at the time of bookings made open.
7] Overfull Demands
Some organizations face a demand level that is higher then they can or want to
handle. Marketing task is De-marketing which requires finding ways to
reduce the demand temporarily or permanently.
Steps
involved in de-marketing:
1. Raising prices.
2. Reducing promotion and service.
3. Selective de-marketing(less profitable markets)
Eg: Quota
system for new car registration by a fixed percentage annually.
8] Unwholesome Demand
Unwholesome products will attract organized effort to discourage their
consumption. Un-selling campaigns have been conducted against cigarettes,
alcohols, hard drugs, handguns and pirated movies.