supply demand theory
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Price: The Role of Demand and Supply
Topic 2
Law of Demand
2
The quantity purchased of a good or service is inversely related to the price, all other things being equal (ceteris paribus)
The Law of Demand
Price changes lead to qty demanded changing.......
Represented by movements along demand curve.
Inverse relationship between price and quantity demanded gives rise to a downward- sloping demand curve.
3
DD
Price
Quantity/wk
A
B3
2
5 15
negative slope
Quantity Demanded versus Demand
4
Quantity demanded The quantities of a good or service that
people will purchase at a specific price over a given period of time
Demand A schedule of the total quantities of a
good or service that purchasers will buy at different prices at a given time
Demand
5
Individual demand The quantity of a good or service that an
individual or firm stands ready to buy at various prices at a given time
Market demand The sum of the individual demands in
the marketplace
Demand Schedule and Demand Curve
6
Demand schedule A table showing the various quantities
of a good or service that will be demanded at various prices
Demand curve A curve that indicates the number of
units of a good or service that consumers will buy at various prices at a given time
Demand Curve for Internet Time
7
$1.55
1.50
1.45
1.40
1.35
1.30
1.25
1.20
1.15
1.10
1.05
0 1 2 3 4 5 6 7 8 9 10 11 12 13
Quantity (millions of hours)
Pri
ce p
er H
our
D
Table 4-1 provides the detail for the demand curve presented here
Changes in Quantity Demanded and in Demand
8
Change in quantity demanded Movement along the demand curve
that occurs because the price of the product has changed
Change in demand A change in the amounts of the product
that would be purchased at the same given prices; a shift of the entire demand curve
Demand Curves for Internet Time
9 Quantity (millions of hours)
$1.55
1.50
1.45
1.40
1.35
1.30
1.25
1.20
1.15
1.10
1.05
0 1 2 3 4 5 6 7 8 9 10 11 12 13
Pri
ce p
er H
our
DD2
D1
A shift from D to D1 is an increase in demand more will be purchased at
each price
A shift from D to D2 is a decrease in demand less will be purchased at each
price
Determinants of Demand
10
Changes in income Higher incomes increase in demand Lower incomes decrease in demand
Changes in tastes and preferences Change in consumer expectations
Determinants of Demand
11
Changes in the prices of other goods Substitutes Increase in the price
of substitutes increase in demand
Complements Increase in the price of complements decrease in demand
Supply
12
Supply The total quantities of a good or service that sellers
stand ready to sell at different prices at a given time Individual supply
Quantities offered for sale at various prices at a given time by an individual seller
Market supply Sum of the individual supply schedules in the
marketplace
Supply
13
Supply schedule A table showing the various quantities
of a good or service that sellers will offer at various prices at a given time
Supply curve A line showing the number of units of
a good or service that will be offered for sale at different prices at a given time
Law of Supply
14
The quantity offered by sellers of a good or service is directly related to price, all things being equalWhy?
Producers are more willing to sell greater amounts of a good at a higher price , because this good has become relatively more profitable to produce, compared to other gds
Changes in Quantity Supplied and in Supply
15
Change in the quantity supplied Movement along the supply curve that occurs
because the price of the product has changed Change in supply
A change in the amount of the product that would be offered for sale at the same given price; a shift of the entire supply curve
Supply Curves for Internet Time
16 Quantity (millions of hours)
$1.55
1.50
1.45
1.40
1.35
1.30
1.25
1.20
1.15
1.10
1.05
0 1 2 3 4 5 6 7 8 9 10 11 12 13
Pri
ce p
er H
our
SS2 S1
A shift from S to S2 is a decrease in
demand a smaller amount offered for sale at each price A shift from S to S1 is
an increase in demand a larger amount
offered for sale at each price
Determinants of Supply
17
Changes in the cost of resources Increase in the cost of resources decrease in
supply
Technology Improvements increase in supply
Expectations of future prices(Shift to the right)
Prices of related products
Expectations of Future Prices
18
If sellers expect price of the good to fall in the future,
they will sell more now before the price actually falls!!Supply increases today...
..rightward shift
Price of related goods
19
Related goods(Supply side of the market)
Substitutes in productionRequire the same resources
to produce
Complements in productionJointly produced with
the same pool of resources
ExampleRubber bands
Rubber erasers
ExampleBeef
Leather
Price of related goods (substitutes in production)
20
Assume that the price of Rubber Erasers (RE) has increased.
What impact does this have on the supply of Rubber Bands (RB) ?
Price
Quantity
SS
Supply of RE
Price
QuantitySupply of RB
SS’
SS
Price of related goods (complements in production)
21
Assume that the price of beef has increased. What impact does this have on the supply of leather ?
Price
QuantitySupply of Leather
SS
SS’
Supply of Beef
Price
Quantity
SS
Equilibrium Price
22
The price at which the quantity demanded equals the quantity supplied
Market EquilibriumA state whereby the forces of market demand and market supply exactly balance each other and there is no
tendency for change
Demand, Supply, and Market Price for Internet Time
23 Quantity (millions of hours)
$1.55
1.50
1.45
1.40
1.35
1.30
1.25
1.20
1.15
1.10
1.05
Pri
ce p
er H
our
SupplyDemand
EE
At a price of $1.21, 6 million hours of Internet time will be offered for sale and an equal
amount purchased
0 1 2 3 4 5 6 7 8 9 10 11 12 13
24
Surplus of Internet Time
25 Quantity (millions of hours)
$1.55
1.50
1.45
1.40
1.35
1.30
1.25
1.20
1.15
1.10
1.05
0 1 2 3 4 5 6 7 8 9 10 11 12 13
Pri
ce p
er H
our
SupplyDemand
E
Surplus
At a price of $1.30, 7.8 million hours will be offered for sale but consumers are only
willing to purchase 4.2 million hours Qs > Qd
surplus of Internet hours
Rather than hold on to these hours, sellers will offer to sell at lower prices with the result that
more consumers enter the market price moves toward
$1.20
26
Shortage of Internet Time
Quantity (millions of hours)
$1.55
1.50
1.45
1.40
1.35
1.30
1.25
1.20
1.15
1.10
1.05
0 1 2 3 4 5 6 7 8 9 10 11 12 13
Pri
ce p
er H
our
SupplyDemand
E
Shortage
At a price of $1.10, buyers want to buy 8.5 million hours
but sellers are willing to offer only 3.6 million hours
Qd > Q shortage
Some buyers will be willing to pay more with the result that the price will increase and
sellers will increase the amount they offer for sale
move toward $1.20
Changes in EquilibriumPrice & Quantity
27
Once equilibrium is attained, there is no tendency for change, unless demand, supply or both market forces change.
Demand & supply change when there is a change in determinants of demand and/or supply.
Increase in Demand
28
Price
Quantity
SS
DD DD’
E’
EP’
P
Q Q’
Increase in Pe & Qe
Decrease in Demand
29
Price
Quantity
SS
DD’ DD
P
P’
QQ’
E
E’Decrease in
Pe & Qe
Increase in Supply
30
Price
Quantity
SS
DD
SS’
P
P’
Q Q’
E
E’
Decrease in Pe, Increase in Qe
Decrease in Supply
31
Price
Quantity
SS’
DD
SS
P’
P
Q’ Q
E
E’ Increase in Pe, Decrease in Qe
Change In Both Demand & Supply At The Same Time
32
the effect on only either P or Q can be determined straight away
the impact on the other variable cannot be determined ,
unless given more information on the size of the relative shifts
What happens when:
33
Demand and supply increase simultaneously? The equilibrium qty will definitely increase, but whether the equilibrium price will increase or decrease depends on how much demand shifts relative to supply
Three Possible Situations:Three Possible Situations:
34
Price
Quantity
DD
DD’ SS
SS’
P’
P
Q Q’
Demand increases more than supply does
E
E’
Increase in Pe, Increase in Qe
Three Possible Situations:Three Possible Situations:
35
Price
Quantity
DDDD’ SS
SS’
P’P
Q Q’
Supply increases more than demand does
EE’
Decrease in Pe, Increase in Qe
Three Possible Situations:Three Possible Situations:
36
Price
Quantity
DD
DD’ SS
SS’
P
Q Q’
Demand increases by the same amount as supply
E E’No change in Pe, Increase in Qe
General Guidelines
37
An increase in demand relative to supply higher price
A decrease in demand relative to supply lower price
An increase in supply relative to demand lower price
A decrease in supply relative to demand higher price
Disequilibrium Due To Government Intervention
The government may step in to restrict the free operation of the market and create disequilibrium prices by imposing a PRICE CEILING or PRICE FLOOR
38
Price Ceiling
39
A government-mandated maximum price that can be charged for a good or a service below the market equilibriumProducers cannot sell at a price higher than the ceiling price
Why Imposed Price Ceiling ?Why Imposed Price Ceiling ?
Prevent consumers from being overcharged !!!! E.g. rent control
Price control on necessities eg rice, sugar, oil, etc..
40
The Effects of a Price Ceiling on Rental Housing
41
700
500
0 18,000 30,000 40,000
ShortageD
S
E
Mon
thly
Pri
ce (
$)
Quantity (housing units)
The effect of the price ceiling on
rental housing is to cause a shortage and
reduce housing opportunities to
those families they are intended to accommodate
How Are Consumers Affected By A How Are Consumers Affected By A Price Ceiling?Price Ceiling?
42
Since there is little incentive to maintain the quality of rent-controlled housing, consumers may have to put up with the deteriorating quality of such housing .
The amount bought and sold with a price ceiling imposed is less than that at market equilibrium.
The shortage caused by the price ceiling forces consumers to spend more time searching for an alternative.
Some people are willing to pay more to get some of the good. These people may end up relying on political connections and paying “coffee money”.
Why Imposed Price Floor???Why Imposed Price Floor???
43
To ensure producers a higher and more stable income eg. Price floors on agricultural products, or min wage to ensure workers a min standard of living
The Effects of a Price Floor on Wheat
44
3.00
2.00
0 75,000 100,000 115,000
Surplus
D
SP
rice
per
Bus
hel (
$)
Quantity (bushels)
The impact of the price floor is to cause a
surplus the government must then
buy and store the surplus that is created
by the price floor
PF
Effects of Price FloorsEffects of Price Floors
45
Price floors create surpluses... govt intervention is needed to prevent downward pressure on price
Govt often steps in to buy up the surplus, as part of its support program towards producers
What Does The GovernmentDo With The Surplus?
46
Surplus may be distributed to the poorBut govt has to ensure that its actions
does not lead to falling demandAlternatively, surplus may simply
be stored up .... wasteful if quality
deteriorates over time
How Are Consumers Affected By A Price Floor?
47
Consumers pay a higher price than at market equilibrium (PF higher than Pe).
Consumers pay taxes to cover government support for producers.
The amount bought and sold with a price floor imposed is less than that at market equilibrium.
Price Elasticity of Demand
48
A measure of the sensitivity or responsiveness of quantity demanded to a change in price Formula method Total revenue method
Formula Method
49
pricein change percentage
demandedquantity in change percentageelasticity Price
)/2(
)/2(
21
12
21
12
PPPP
QQQQ
Demand Curve Showing Different Elasticities
50
D2
D2
Quantity/Time
$13
12
11
10
9
8
7
6
5
4
3
2
1
0 1,600 2,000 2,400
Pri
ce
D
DD1
D1
Unit elastic
Elastic demand
Inelastic demand
Unit Elastic Demand
51
Demand that exists when a percentage change in price causes an equal percentage change in quantity demanded
Has an elasticity coefficient equal to 1.0 Demand curve D in Figure 4-9
Elastic Demand
52
Demand that exists when a percentage change in price causes a greater percentage change in quantity demanded
Has an elasticity coefficient greater than 1.0 Demand curve D1 in Figure 4-9
Inelastic Demand
53
Demand that exists when a percentage change in price causes a smaller percentage change in quantity demanded
Has an elasticity coefficient less than 1.0 Demand curve D2 in Figure 4-9
Total Revenue Method
54
If price changes but total revenue remains constant, unit price elasticity of demand exists
If price changes but total revenue moves in the opposite direction, demand is elastic
If price changes and total revenue moves in the same direction, demand is inelastic
Characteristics Affecting Price Elasticity of Demand
55
Trend Toward
Elastic Demand
Luxuries
Large expenditures
Durable goods
Substitute goods
Multiple uses
Trend Toward
Inelastic Demand
Necessities
Small expenditures
Perishable goods
Complementary goods
Limited uses
Three Demand Curves Showing Different Elasticities
56
D1
P P P
Q/t Q/t Q/t
D2
D3
(a) (b) (c)
Perfectly Elastic
Perfectly Inelastic
Perfectly Unit
Elastic
Demand Curve Showing Different Elasticities
57 Quantity/Time
$12
11
10
9
8
7
6
5
4
3
2
1
Pri
ce
Elas
tic
Dem
and
0 10 20 30 40 50 60 70 80 90 100 110 120
Uni
t Ela
stic
Inel
astic
D
eman
d
Elasticity changes along the demand curve from elastic at
the top to inelastic at the bottom
Other Types of Elasticity
58
Cross elasticity of demand Income elasticity of demand Elasticity of supply
Cross Elasticity of Demand
59
A measure of the responsiveness of the quantity demanded of one product as a
result of a change in the price of another product
Aproduct of price in the change percentage
Bproduct of demandedquantity in the change percentage demand of elasticity Cross
Cross Elasticity of Demand
60
Substitute goods Functionally equivalent goods
Complementary goods Goods that are used together
A change in the price of one product, if it is substitute or complementary product, can affect the quantity demanded of the other
Cross Elasticity of Demand
61
The coefficient of cross elasticity can be positive or negative Positive in the case of substitutes Negative in the case of complements
The larger the coefficient, the greater the cross elasticity
Income Elasticity of Demand
62
A measure of the responsiveness of quantity demanded to a change in
income
incomein change percentage
quantity in change percentage demand of elasticity Income
Income Elasticity of Demand
63
Normal goods Positive coefficient Demand varies in the same direction
as income Inferior goods
Negative coefficient Demand varies inversely with changes
in income
Elasticity of Supply
64
A measure of responsiveness of quantity supplied to a change in price
pricein change percentage
suppliedquantity in change percentage supply of elasticity Price
Time and Elasticity of Supply – Immediate
65
P
Q Q/t
D1
S
D
PDemand increases from D to
D1 and because the sellers cannot adjust the quantity
supplied on such short notice, the only impact is an increase
in priceP1
Time and Elasticity of Supply – Short Run
66
P2
P
Q Q2 Q/t
D1
S
D
P In the short run, the seller has sufficient time to vary some
productive resources supply becomes more elastic and the
quantity supplied increases, causing the
price to fall
Time and Elasticity of Supply – Long Run
67
P3
P
Q Q3 Q/t
D1
S
D
P Over the long run, the supply curve
becomes still more elastic because producers can
vary all productive resources and
make use of new technology
Effects of a Tax on Cigarettes
68
D
S
Price per Pack ($)
40 50
D
S
Quantity (millions of packs)
5.25
5.00
Quantity (millions of packs)
S + $1
5.75
5.00
48 50
S + $1
ee
R R
Price per Pack ($)
Note that the same $1 tax has a much larger impact on quantity when demand is more elastic than when it is inelastic
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