Chapter 2

Demand

Demand is the quantity of a good consumers are willing and able to buy at each price, and it normally falls as price rises.

What demand means

Demand is the quantity of a good or service that consumers are willing and able to buy at each possible price over a period of time. Simply wanting a good is not demand; the consumer must also be able to pay for it.

Key idea

The law of demand: as the price of a good rises, the quantity demanded falls, other things equal. So the demand curve slopes downward from left to right.

Movements along the curve

A change in the price of the good itself causes a movement along the demand curve. A rise in price causes a contraction (less demanded); a fall in price causes an extension (more demanded).

Example

When the price of tea falls, households buy more tea. This extension in demand is a movement down along the same demand curve.

Shifts in demand

A change in a factor other than price shifts the whole curve. Demand rises (shifts right) with higher incomes, a rise in the price of a substitute, a fall in the price of a complement, tastes moving in its favour or a larger population. Opposite changes shift demand left.

Remember

  • Price change → movement along the curve.
  • Non-price change → shift of the whole curve.
  • Demand needs both willingness and ability to pay.

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