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Demand and Consumer

Behaviour
Kuliah V
PRILAKU KONSUMEN

• Bagaimana mengalokasikan pendapatannya untuk membeli

sekelompok barang yang berbeda

• Konsumen memilih satu barang dibandingkan dengan

barang lainnya berdasar pada nilai dari barang tersebut
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Assumptions

• Asumsi utama prilaku

consumen dan produsen
adalah perfectly
competitive.
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Pilihan konsumen
dalam pasar barang
• Tiga keputusan mendasar bagi Rumah Tangga:
1. Berapa banyak setiap produk diminta.
2. Berapa tenaga kerja yang ditawarkan.
3. Berapa banyak uang dibelanjakan hari ini dan berapa banyak
tabungan di masa datang.
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Asumsi untuk memahami prilaku konsumen

1. Konsumen berprilaku rasional

2. Selera dan pilihan konsumen harus ditentukan
3. Pendapatan konsumen terbatas, dan uang yang dibelanjakan
untuk membeli barang dan jasa mencapai kepuasan yang
paling tinggi, dan tidak ada tabungan
4. Konsumen adalah satu2nya pembeli yang berarti dia tidak
mempengaruhi harga kuantiti yang diminta atau supplied.
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The Determinants of Household

Demand
1. Harga produk bersangkutan.
2. Pendapatan rumah tangga
3. Jumlah kekayaan rumah tangga
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continue

4. The prices of related products available to the

household.
5. The household’s tastes and preferences.
6. The household’s expectations about future income,
wealth, and prices.
 UTILITI

• KEPUASAN

• Bagaimana konsumen merangking barang dan jasa yang berbeda

• Jika barang A mempunyai utiliti yang lebih tinggi daripada barang B oleh si
Ani maka rangking itu menunjukkan bahwa Ani lebih menyukai barang A
daripada B
• A prefer B
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how could a consumer distribute the

limited income in order to satisfy
wants?
There are two ways:

First: Cara tradisional yaitu teori The Marginal Utility Theory

Second: The Modern Way menggunakan The Indifference Curve Theory
MARGINAL UTILITY AND THE LAW OF
DIMINISHING MARGINAL UTILITY

• MARGINAL UTILITI
• Tambahan utility yang diperoleh akibat dari tambahan konsumsi unit
barang

• Marginal artinya extra, atau tambahan (additional)

• Law of diminishing marginal utiliti

• Jumlah tambahan utility menurun sebagai akibat menambah lebih
banyak konsumsi atas sebuah barang
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Marginal Utility Theory

In this section we will shed some light on:

• The difference between Marginal and Total utility.
• The balance of consumers using marginal utility theory.
• Deriving the consumer demand curve.
• Problem facing the marginal utility theory.
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Perbedaan antara Marginal

and Total Utility
• Total Utility (TU) adalah keseluruhan tingkat
kepuasan yang konsumen terima melalui asumsi
barang dan jasa tertentu dalam periode tertentu
• Marginal Utility (MU), adalah tambahan perubahan
TU yang dipengaruhi oleh peningkatan dalam
mengkonsumsi satu unit barang. Atau utility terhadap
tambahan unit barang yang terakhir.
• Total utility increases at
a decreasing rate, until
Cont.
it is constant. Then it
decrease
• while marginal utility
decreases until equal
zero and then it became
negative

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bara Utilit MU
ng i
1 10

2 20 10

3 25 5

4 23 2

5 23 0
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mathematically from for the MU

• Marginal Utility (MU)=

Change in total utility of a product /
Change in consumed quantity of the product

• MU = TU / Q
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The Basis of Choice: Utility

product yields
• Utility adalah kepuasan or reward, a

relative to its alternatives. The basis of

choice.
• Marginal utility adalah tambahan
kepuasan yang diperoleh dari tambahan
konsumsi
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Diminishing Marginal Utility

• The law of diminishing marginal

utility:
The more of one good consumed in a
given period, the less satisfaction
(utility) generated by consuming each
additional (marginal) unit of the same
good.
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Diminishing Marginal Utility

Total Utility and Marginal Utility of chocolate Per Week

Chocolate Bars MARGINAL UTILITY TOTAL UTILITY

0 0 0
1 70 70
2 9 79
3 5 84
4 2 86
5 0 86
6 2- 84
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Diminishing Marginal Utility

and Downward-Sloping Demand
• Diminishing marginal utility helps to
explain why demand slopes down.
• Marginal utility falls with each additional
unit consumed, so people are not willing to
pay as much. See the next graph
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Consumer Equilibrium
• We reach Consumer equilibrium condition as following:
• First condition:
• marginal utility of good X / price of good X
= marginal utility of good Y/ price of good Y
= Marginal utility for money
• Marginal utility for money = MU Y /P Y
= MU X / P X
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MUX/MUY = PX/PY
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Second condition:

• Consumers should spend all their income on two products

and the formula is as follows:
• Income=
(quantity of X * price of product X) + (quantity of Y *
price of product Y)

• I = Qx * Px + Qy * Py
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The Budget Constraint

• The budget constraint refers to the limits

imposed on household choices by income,
wealth, and product prices.
• A choice set or opportunity set is the set of
options that is defined by a budget constraint.
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continue

budget constraint separates those

• A

combinations of goods and services that

are available, given limited income, from
those that are not.
• The available combinations make up the
opportunity set.
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continue

• The following is the budget constraint when income equals

$200 dollars per month, the price of jazz club visits is $10
each, and the price of a Thai meal is $20.
• One of the possible combinations is 5 Thai meals and 10
Jazz club visits per month.
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continue

• Point E in the next graph is

unattainable given the current
income prices.
• Point D does not exhaust the entire
income available.
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cont.

• A decrease in the price of Thai meals shifts

the budget line outward along the
horizontal axis.
• The decrease in the price of one good
expands the consumer’s opportunity set.
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Indifference Curves

• An indifference curve adalah kurva yang menggambarkan

titik-titik kombinasi barang dan jasa yang dikonsumei yang
menghasilkan tingkat kepuasan yang sama
• Konsumen adalah lebih buruk pada titik A’ daripada A.
Karena A’ mengkonsumsi sedikit Y dan X dibandingkan
dengan A.
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• Skedul IC

Food Non FOOD

https://meet.google.com/nqy-awou-xhw
A 0 10

B 3 7
Consumer Preferences
Market Basket Units of Food Units of Clothing

A 20 30
B 10 50
D 40 20
E 30 40
G 10 20
H 10 40
Quantity of y
Preferred to x*, y*

y*

?
Worse
than
x*, y* Quantity of x
x*
 Consumer Preferences
Clothing The consumer prefers
(units per week) A to all combinations
50 B in the blue box, while
all those in the pink
box are preferred to A.
40 H E

A
30

D
20 G

10

Food
10 20 30 40 (units per week)
 Consumer Preferences
Clothing Combination B,A, & D
(units per week) yield the same satisfaction
50 B •E is preferred to U1
•U1 is preferred to H & G
H
40 E

A
30

D
20 U1
G

10

Food
10 20 30 40 (units per week)
 Consumer Preferences
Clothing
(units per week) Market basket A
is preferred to B.
Market basket B is
D preferred to D.

B A
U3

U2

U1

Food
(units per week)
 Indifference Map
Clothing Indifference Curves
(units per week) U1 Cannot Cross
U2
•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
A

B
D

Food
(units per week)
Appendix: Indifference Curves
• Consumers will choose the
combination of X and Y
that maximizes total
utility.
• Graphically, the consumer will
move along the budget
constraint until the highest
possible indifference curve is
reached.

• Consumer Equilibrium is
attained at the point where
the budget line is tangent to
the higher IC (B).
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continue

• Seluruh titik yang berada pada indifference curve

menghasilkan total utility yang sama
• Seluruh Titik yang berada disebelah kiri indifference curve
menghasilkan utility yang lebih rendah. Sebaliknya
• Titik disebelah kanan indifference curve menghasilkan
utility yang lebih tinggi
• the indifference curve includes infinity points
(Combination).
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Indifference Curves

• A preference map is a whole set of indifference curves.

• A preference map includes infinity number of indifference
curves
• when indifference curves shift to the left, it indicate lower
utility
• And when it shift to the right it indicate higher utility.
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continue

• Each consumer has a unique preference map.

• As we move downward along an indifference curve, the

marginal rate of substitution (MRS) declines.
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Indifference Curves

• Consumers will choose the combination of X and Y that

maximizes total utility.
• Graphically, the consumer will move along the budget
constraint until the highest possible indifference curve is
reached.
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The consumer equilibrium

• The equilibrium will happen when the budget line touch the
highest indifference curve in the indifferent map.
• The two slopes are equals
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demand curve & utility

• To obtain the demand curve for

good X, we change the price of
good X and observe the change in
the quantity of X demanded.
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 The effect of increasing income
• When income increase the budget line will
move to the right.
• When income decrease the budget line
will move to the left.

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 The effect of changing prices
• The budget line will turn from one side
only depending on the change in price.

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 Consumer Surplus
• Consumer surplus is the
difference between the maximum
amount a person is willing to pay
for a good and its current market
price.

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 Consumer Surplus
• Some consumers are willing to
pay as much as $5 each for
hamburgers.
• Since the price is only $2.50, they
receive a consumer surplus of
$2.50.

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 Consumer Surplus
• Others are willing to pay
something less than $5.00 but
more than $2.50.
• Consumer surplus is the area
below the demand curve and
above the price level

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 Summary materi hari ini •
Cari dan jelaskan ciri2 IC •

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