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.