The hypothesis of rational consumer behavior is very interesting and amusing. It can be useful for both an ordinary person and an entrepreneur.

general information

Now it is difficult to find a person who would not believe that everything in the economy revolves around the consumer. This is the norm for the development of the economic sector. It is believed that each individual person knows what he needs. When the economy satisfies his needs, then it works best. Ultimately, it is the decisions of individuals to purchase this or that product that form. Thus, we influence the volume of real sales and the level. In economics, such a phrase as the rational economic behavior of the consumer is used to refer to this process.

What is the point?

When a consumer enters the market, he tries to satisfy his needs as much as possible and get the highest level of utility when using a certain good. It should be noted here that both the individual and the manufacturer are not absolutely free in their choice. It is necessary to take into account not only the available but also the income that is available. Services, goods, and other competitive factors also have their influence. Therefore, the rational behavior of the consumer and the producer is aimed at obtaining the maximum possible utility under limited conditions.

Principles

The theory of rational consumer behavior is a component of microeconomics. The analysis assumes that the behavior of the individual is rational, that is, maximum satisfaction is achieved with a limited budget. Most important in this is the principle of maximizing utility. It is considered basic in human behavior and in determining his choice. A small terminological clarification: utility is the ability of a certain good to satisfy the specific needs of society or an individual. It is directly related to their characteristics, among which quality plays the most important role. In addition to it, durability also has a significant effect, appearance, ease of use, comfort, luxury and the like. Another important principle that influences rational consumer behavior is human sovereignty. That is, as far as it is not subject to external influence. So, every person should eat well to be healthy and active. Let's say that a touchscreen phone has appeared on the market, which many consider to be a status phone. And a person has a choice: buy an expensive and not very necessary thing and then eat for six months anyway, or do without such a little thing and spend money on food and other useful things. If he chooses the first option, then there is no need to talk about the rational behavior of the consumer. Examples of such an attitude are very numerous, and these people are dealt with by advertising specialists.

Theoretical component

There are two main approaches:

1. Cardinal theory of utility. Also known as the quantitative approach. Puts forward a hypothesis about the possibility of measuring the utility of goods. The main bet is made on the quantity (in pieces, liters, kilograms, and so on).
2. Also known as the ordinal approach. Defends the point of view according to which it is possible to rank the usefulness of a person. Usually a system of reckoning from best to worst is used. At the same time, the quantitative comparison of the utility of goods is rejected. Such an analysis is based on a certain set of a small number of initial hypotheses, on the basis of which indifference curves are built and the consumer's optimum is calculated.

Common features

The hypothesis of rational behavior is possible due to the existence of a unifying framework for all people. For example:

1. The average consumer has a system of preferences.
2. Demand is significantly affected by the presence/absence of related products.
3. Everyone wants to maximize their utility.
4. The demand of a particular consumer depends on his level of income.

effects

We are interested in rational consumer behavior. The action plan of each individual person provides for activity within the framework of his system of preferences. But it is extremely difficult to take into account specific values ​​here due to consumer interaction effects. Let's look at what types of them exist:

1. In this case, it implies the creation of a situation where the purchase is made solely in order to emphasize one's social position.
2. By this is meant a situation where purchases are made defiantly and emphatically, which make it possible to highlight the position of a person. Typically, this refers to the purchase of goods that are extremely expensive and not available to most people.
3. The perceived quality effect. This is a situation where goods with the same characteristics are sold at different prices in different stores.
4. The effect of joining the majority. It is an expression of the desire not to yield to other people who are more "successful" in anything.
5. Irrational demand. A purchase is made only because it was made by some other person who has a significant influence on the buyer.
6. speculative demand. Occurs when there is a shortage of goods.

Let's say a word about manufacturers

Their success and failure depend entirely on the combined behavior of all consumers. Thus, we can influence even large enterprises. Let's consider such an example. There was a company that produces quality products. Over time, she literally “captures” the market, since her products have very high performance. When it has a literal monopoly, it decides to lower the quality of its products while leaving the price unchanged. Over time, consumers will realize that something is wrong and stop buying products of this brand. And they will start switching to products from other manufacturers that offer the best balance of price / quality. Each person in such a situation votes with his wallet. With mass such phenomena, a break occurs in the situation on the market, and new players rise on it.

Conclusion

One of the rather significant shortcomings of the considered hypothesis is that the assumption that a person will act rationally is put at the forefront. Alas, this is not always the case. Often we spend money on various little things, saving for the future. important events in our life. Of course, this is not good. To avoid this state of affairs, you should consider every important step.

Manufacturers- these are people, firms, enterprises, i.e. all those who manufacture and sell us goods and provide services. What the manufacturer receives by selling his product is called his revenue or gross income. What the producer spends on acquiring production resources forms his costs, or costs. The difference between income and costs is profit.

Purpose of the manufacturer in market economy- get as much profit as possible. To do this, he seeks to reduce production costs, because the lower the costs, the higher the profit. Cost reduction is facilitated by a more economical combination of resources, implementation of new technology, saving raw materials and energy and much more. The problem of limited production resources forces an individual manufacturer, firm, society as a whole to solve problems of what, how and for whom to produce.

What to produce? Producers decide how to allocate resources between the production of different products; which of the necessary society and consumers in this moment time to produce goods and in what quantity; whether to prioritize, for example, production military equipment or household.

How to produce? The production of the selected volume of products can be carried out in different ways. You can cultivate the land, harvest the crops manually, attracting a significant number of workers, or get by with a smaller number of them, using agricultural machinery. The use of new equipment and technology can provide a greater volume of products with the use of available resources. However, the manufacturer should remember that this is beneficial only if the income from the use of new equipment and technology exceeds the costs associated with their implementation.

For whom to produce? Since society brings together people with different incomes, different purchasing power, manufacturers have to decide which segments of society to focus on in the production of goods and services, who will be their potential consumer.

Revealing ways effective use resources, economic science proceeds from the rational behavior of subjects economic activity, i.e., their desire to achieve a certain result at the lowest cost.

The rational organization of economic activity requires the manufacturer to address a number of issues: how, with limited resources, to achieve the goals of their production? How to combine production resources so that costs are minimal? How to increase the volume of output with available resources?

So, to solve the last problem, as we noted earlier, there are two ways: to expand the volume of production due to a quantitative change in resources (increase production capacity, the amount of natural resources used, the number employed workers) and by improving the qualitative characteristics of resources, improving their productivity or productivity.

Most countries today, faced with the problem of depletion of raw materials or their rise in price, focus on the second way to expand borders. production possibilities. This leads to an increase in labor productivity. Recall that this economic indicator the efficiency of the use of production resources is characterized by the quantity of products produced per unit of time by one worker.

Factors that determine the growth of labor productivity, at the same time, can be considered as factors for increasing the volume of output. What are these factors?

First of all, this is the division of labor, or the specialization of producers in any type of activity. In the execution of a single product or a small operation, a worker can become a virtuoso, and as a result his productivity increases.

Technological progress as a factor involves the use of new, more productive equipment or technology in production, which allows increasing the volume of production over the same period of time, as a rule, with a smaller number of employees.

Finally, the level of education and vocational training workers. Skilled labor is more productive not only because it contributes to the production of more products. The higher the level of professional skills of workers, the higher the quality of manufactured products, which means that it is stronger, more durable, which will save resources associated with its production and switch them to the production of other economic benefits.

The scientist of the Brooklyn Institute (USA) Edward Denison made an attempt to quantitatively correlate the impact of various factors of increasing labor productivity on the growth of production volumes. According to his estimates, 28% of the increase in real national income in the period from 1929 to 1982 in the United States was due to technical progress, 19% - due to capital expenditures (the use of material and monetary resources for organizing production), 14% - due to growth educational and professional training of employees.

I am engaged in "Five with a plus" in the group of Gulnur Gataullovna in biology and chemistry. I am delighted, the teacher knows how to interest the subject, find an approach to the student. Adequately explains the essence of his requirements and gives realistic homework (and not like most teachers in the year of the exam, ten paragraphs at home, but one in the class). . We study strictly for the exam and it is very valuable! Gulnur Gataullovna is sincerely interested in the subjects she teaches, always gives the necessary, timely and up-to-date information. Highly recommend!

Camilla

I'm preparing for "Five with a plus" for mathematics (with Daniil Leonidovich) and the Russian language (with Zarema Kurbanovna). Very satisfied! The quality of classes is at a high level, at the school there are now only fives and fours in these subjects. I wrote test exams for 5, I'm sure that I will pass the OGE perfectly. Thank you!

Airat

I was preparing for the exam in history and social science with Vitaly Sergeevich. He is an extremely responsible teacher in relation to his work. Punctual, polite, pleasant in communication. It can be seen that the man lives his work. He is well versed in adolescent psychology, has a clear method of preparation. Thank you "Five with a plus" for the work!

Leysan

I passed the exam in the Russian language with 92 points, mathematics with 83, social studies with 85, I think this is an excellent result, I entered the university on a budget! Thanks Five Plus! Your teachers are true professionals, with them a high result is guaranteed, I am very glad that I turned to you!

Dmitry

David Borisovich is a wonderful teacher! Prepared in his group for the exam in mathematics profile level passed by 85 points! although knowledge at the beginning of the year was not very good. David Borisovich knows his subject, knows the requirements of the Unified State Examination, he himself is a member of the commission for checking examination papers. I am very glad that I was able to get into his group. Thank you "Five with a plus" for this opportunity!

Violet

"Five with a plus" - an excellent center for preparing for exams. Professionals work here, a cozy atmosphere, friendly staff. I studied English and social studies with Valentina Viktorovna, passed both subjects with a good score, satisfied with the result, thank you!

Olesya

In the "Five with a plus" center, she studied two subjects at once: mathematics with Artem Maratovich and literature with Elvira Ravilievna. I really liked the classes, a clear methodology, an accessible form, a comfortable environment. I am very pleased with the result: mathematics - 88 points, literature - 83! Thank you! I will recommend your Education Centre!

Artem

When I was choosing tutors, I was attracted by good teachers, a convenient class schedule, free trial exams, my parents - affordable prices for high quality. In the end, we were very pleased with the whole family. I studied three subjects at once: mathematics, social studies, and English. Now I am a student of KFU on a budgetary basis, and all thanks to good preparation - I passed the exam with high scores. Thank you!

Dima

I very carefully selected a tutor in social studies, I wanted to pass the exam for the maximum score. "Five with a plus" helped me in this matter, I studied in the group of Vitaly Sergeevich, the classes were super, everything is clear, everything is clear, and at the same time fun and at ease. Vitaly Sergeevich presented the material in such a way that it was remembered by itself. I am very happy with the preparation!

Obviously, the main limitation for any consumer is the size of his income. Since the needs are diverse and unlimited, and the income (ie, the amount of money available to the consumer) is limited, the buyer is forced to constantly make a choice from the huge number of goods offered to him on the market. It is natural to assume that, in making this choice, the consumer seeks to acquire the best set of goods available with a given limited income.

There is no objective criterion to determine which set of goods is best for a given consumer. And only because the consumer chooses the “best set” of goods from his individual (i.e., subjective) point of view (remember the surprisingly accurate aphorism of K. Prutkov: “everyone thinks the best is what he has a desire for”).

Of course, the subjective approach is not flawless: a person is a complex being and does not always behave rationally in this sense. Of course, the concept of rationality of the consumer simplifies the mechanism of his economic behavior, and yet the majority of consumers really strive to get maximum satisfaction from their limited income.

It should be especially emphasized that behaving rationally in the market does not at all mean necessarily being tight-fisted and petty-prudent. One should not think that a person who spent his fortune on “a million scarlet roses” for his beloved is an irrational consumer, and another who put money in a commercial bank at high interest rates is, on the contrary, a rational consumer. The theory of consumer behavior recognizes both as a rational consumer, if only they really chose the best (from their subjective point of view) variant of consumer behavior. This means that each consumer has a kind of individual scale of preferences and, realizing it with a limited income, seeks to achieve the highest possible degree of satisfaction.

Rational consumer behavior is to maximize utility with limited income.

Ticket

There are two main approaches to the definition of utility:

1) quantitative (cardinal). Here we are talking about the traditional version of consumer choice theory;

2) ordinal (ordinalist).

The utility a consumer derives from an additional unit of a good is called the marginal utility (MU). In turn, the sum of the utilities of the individual parts of the good gives the total utility (TU). Then marginal utility is the increase in total utility with an increase in the consumption of a good by one unit.

The overall utility of the good

The curve of general utility starts from the origin, since the need begins to be satisfied after a certain amount of consumption. This curve slopes positively, since as the amount of the good increases, total utility increases.

Using the cardinal (quantitative) theory of utility, one can characterize not only total utility, but also marginal utility, as an additional increase in a given level of well-being obtained by consuming an additional amount of a good of a given type and constant amounts of consumed goods of all other types.

marginal utility

Most goods have the property of diminishing marginal utility, according to which the greater the consumption of a certain good, the smaller the increment of utility received from a single increment in the consumption of this good. This explains why the demand curve for these goods has a negative slope. Figure 8 shows that for a hungry person, the utility of the first slice of bread he consumes is high (QA), but as his appetite is saturated, each subsequent slice of bread brings less and less satisfaction: the fifth slice of bread will provide only QB of utility.

Ticket

ORDINALIST (ORDINAL) UTILITY - subjective utility, or the satisfaction that the consumer receives from the good he consumes, measured on an ordinal scale.

The ordinal (ordinal) theory of utility is an alternative to the cardinal (quantitative) theory of utility.

Marginal utility cannot be measured; The consumer does not measure the utility of individual goods, but the utility of sets of goods. Only the order of preference for bundles of goods is measurable. The criterion of the ordinal (ordinal) theory of utility involves the ordering by the consumer of his preferences regarding goods. The consumer systematizes the choice of a set of goods according to the level of satisfaction. For example, the 1st set of goods gives him the greatest satisfaction, the 2nd set - less satisfaction, the 3rd set - even less satisfaction, etc. Therefore, such a systematization gives an idea of ​​the preferences of consumers in relation to a set of goods. However, it does not give an idea of ​​the differences in satisfaction with these sets of goods. In other words, from a practical point of view, the consumer can tell which set he prefers over another, but cannot determine how much one set is better than another.

The ordinal (ordinal) theory of utility is based on several axioms. Note that among economists there is no unity regarding the number and name of axioms. Some authors name four axioms, others - three axioms. Here we highlight the following axioms.

1. Axiom of complete (perfect) ordering of consumer preferences. A consumer who makes a purchase can always either name which of the two sets of goods is better than the other, or recognize them as equivalent. So, for sets A and B, or A > - B, or B > - A, or A ~ B, where the sign "> -" expresses a preference relation, and the sign " ~ " - a relation of equivalence or indifference.

2. The axiom of transitivity of consumer preferences means that in order to make a certain decision and implement it, the consumer must consistently transfer preferences from some goods and their sets to others. So, if A > - B, and B > - C, then always A > - C, and if A ~ B and B ~ C, then always A ~ C. From the presented ranking it follows that A delivers more satisfaction than B , and B is greater than C. Therefore, A gives more satisfaction than C. Transitivity also implies that if the consumer does not distinguish between alternatives A and B and between B and C, then he should always not distinguish between A and AT.

3. The axiom of unsatisfactory needs states that consumers always prefer large quantity any good to the lesser. This axiom does not fit anti-goods that have negative utility, since they lower the level of well-being of a given consumer. So, air pollution, noise reduce the level of utility of consumers.

36 ticket The indifference curve depicts alternative sets of goods that provide the same level of utility (Fig. 8.1)

Indifference curves have the following properties.1. An indifference curve located to the right and above the other curve is more preferable for the consumer.2. Indifference curves always have a negative slope, because rational consumers will prefer more of any bundle to less.3. Indifference curves are concave due to decreasing marginal rates of substitution.4. Indifference curves never intersect and usually show decreasing marginal rates of substitution of one good for another.5. Sets of benefits on curves more distant from the origin are preferable to sets of benefits located on curves less distant from the coordinates. To describe a person's preferences for all sets of food and clothing, one can draw a family of indifference curves, which is called an indifference curve map. Indifference curve map - way graphic image utility functions for some particular consumer (Fig. 8.2). On fig. 8.2 shows four indifference curves that form a family - a map of indifference curves. Sets on indifference curves more distant from the origin deliver greater utility to the consumer and are therefore preferable to sets on less distant curves. On fig. 8.2 U4>U3>U2>U1.

Rice. 8.2. Map of indifference curves

An indifference curve map gives an idea of ​​the tastes of a particular consumer, since it illustrates the rate of substitution for two goods at any level of consumption of these goods. When it comes to the fact that the tastes of consumers are known, then the whole map of indifference curves is meant, and not the current ratio of units of two goods. In the map of indifference curves, each curve joins points of equal utility.

The main working concept of the ordinal (ordinal) theory of utility is considered to be the marginal rate of substitution MRS.

The marginal rate of substitution (MRS) measures how many units of one good a consumer must give up in order to acquire an additional unit of another good. In other words, it is the ratio of the marginal utility of two goods.

Production is organically connected with consumption, it is carried out for consumption and determines its structure. In turn, the consumer, choosing goods and services, actively influences production, stimulating its development. The impact of consumers on producers under conditions free market and competition is so great that sometimes they even talk about "dictatorship of the consumer."

Consumers- these are those who purchase and use goods, order works and services for personal household needs, not related to making a profit. Each of us is a consumer, wanting to satisfy our needs in some way. The consumer is a firm, an organization, the state as a whole.

The goal of the consumer is to derive maximum utility from the consumption of goods and services. On the way to this goal, the consumer faces such restrictions as the family budget, prices, range of goods and services offered. Therefore, the consumer, like the manufacturer, is affected by limited opportunities. He also faces the problem of rational choice.

In countries with a command economy, the actions of the consumer, as a rule, are regulated. In the USSR, for example, the consumer was deprived of the freedom to choose housing, medical institutions, some expensive goods (car, furniture, etc.). In a market economy, freedom of economic behavior predetermines the sovereignty of the consumer, i.e., the right of the owner of any kind of resources to independently make decisions related to the disposal of these resources and their use.

Remember the diverse needs of a person: physiological, social, spiritual, needs for self-realization, security. These needs can be met different types markets. For example, the need for goods and services - in the market of goods and services, the need for self-realization - in the labor market. In order to competently and rationally carry out consumer choice, everyone must have certain knowledge and skills.

A consumer who is interested in meeting his needs with least cost limited funds, one has to think about following questions What should you spend your income on first? How to choose a product or service of the desired quality and corresponding to its purchasing capabilities? How to reduce financial losses? How to save existing income? How to behave rationally in different markets?

Consider these questions on the example of consumer behavior in the market of goods and services. The consumer is one of the main actors in this market, it creates demand through which the assortment, quality and price of goods are determined. But is it really that strong in this market? How to choose the right product? Quite often, consumers' information about a product is limited to knowledge about its functions or the expected positive effect from its use.

Let's say you want to buy a modern washing machine. Where to begin? Need to evaluate the market this product. First of all, study advertisements: what is the range of goods, where and at what price can you buy it. Then choose a specialized store where you can get information about the properties and quality of the goods from a qualified specialist (merchant manager, manager). You should be interested in the store where the goods are sold with the maximum warranty period, delivery and installation, and post-warranty service are provided. Do not forget to pay attention to announcements about sales days, discounts on goods. An analysis of all factors will help you make a rational, that is, with the greatest benefit for yourself, purchase.

As you can see, the rational behavior of the consumer when choosing a product or service usually involves a certain sequence of actions: awareness of the need to purchase, search for information about the product or service, evaluation of possible purchase options, making a purchase decision.

So you've made your choice. But can we always buy what we want? Alas, often we come across such a limiter of our opportunities as the level of available income.

You already know that a person can earn income from several different sources. The main sources of consumer income are wages, state social payments to individual citizens in the form of allowances, pensions, scholarships, income from entrepreneurial and other activities, income from property (payment received for renting your apartment or cottage, interest on money capital, dividends on securities).

In many households, the income received is divided into two parts: one is for the purchase of goods and services necessary to meet the personal needs of people; the other part of the income is savings. This division does not depend on the forms and sources of income, but depends on its size. The more income a consumer receives, the more money he can spend on consumption. As income increases, so does the amount of savings. These dependencies are obvious. But economists have established other relationships between income and expenditure: what more income families, the lower the share of spending on food and more on durable goods, and the more specific gravity savings.

The standard of living of a person depends not only on the size of his wages or savings, but also on how wisely he spends money. Economists divide consumer spending into mandatory and optional. Mandatory expenses can be considered as the minimum necessary - these are the costs of food, clothing, transportation, payment utilities etc. If your personal income does not exceed the mandatory expenses, then you can hardly afford arbitrary expenses(for example, for a tourist voucher, purchase of books, paintings, cars, etc.).

Analyzing consumer spending data different countries, scientists concluded: the richer the country, the smaller part of the personal income of its citizens goes to obligatory expenses. The German statistician E. Engel (1821-1896) was the first to establish a natural relationship between the income of the population and the structure of consumption. According to Engel's Law, the higher the income level of a family, the lower the share of its expenses for foodstuffs. Accordingly, the demand for industrial consumer goods increases, and with a further increase in income levels, the costs of high-quality goods and services increase significantly. As we can see, the structure of consumption expenditures changes in direct proportion to the size of income.

According to the share of family expenses on food, one can judge the level of well-being of different groups of the population of one country and compare the well-being of citizens of different countries. In the US, the share of spending on food varies between 10-15%, and a significant number of Russian families spend on food from 40 to 48% of their income. (Think about how the economic situation in the country affects this indicator.)

Spend money today or save for the future? How to save and increase your income? These questions concern all consumers, whether it be a family or a company.

It is important for a rational consumer not only to spend money skillfully, but also to place their savings correctly. For these purposes, the consumer uses a savings account in a bank, receiving income from a deposit, or acquires securities(stocks, bonds), receiving dividends on them. (Note that the above is true in conditions of economic stability.)

Another reliable way to allocate savings, especially in a situation of economic and financial instability in the country, with a high level of inflation, is the purchase of real estate (apartment, house, cottage), the prices of which are growing faster than money is depreciating.

The form of placement of savings is also life, health, property insurance. Today in Russia there is a growing number of insurance companies and funds (mostly commercial) that carry out the following types insurance: voluntary medical insurance, accident insurance, business risk insurance, car insurance, etc. Insurance is beneficial for both the producers of this service and its consumers.

Insurance means protecting you from possible damage by making periodic contributions to insurance companies that pay you money in the event of such damage. Let's consider this situation on a specific example.

Suppose you live and relax in the summer in a village built up with the same type of garden houses. The average price of a house is 120 thousand rubles. From the practice of past years, it is known that, on average, once a year, a fire destroys one house. This allows the insurance company to calculate how much money the victim will need to pay in the event of a fire (in our case, up to 120 thousand rubles), and add to them some amount to cover administrative costs and profits (for example, another 30 thousand). Received total amount(150 thousand rubles) is divided among all the owners of the houses, and each contributes his share, or insurance premium, to the general fund (if there are 100 owners, then each pays 1.5 thousand rubles). In the event of a fire, the owner of the burned-out house will receive compensation from the insurance company (up to 120 thousand rubles), and the company will receive profit. Thus, sharing the risk of possible damage with other people through insurance gives the consumer the opportunity to protect himself from financial losses.

Savings, if properly allocated, allow the consumer not only to have additional income, but also to make expensive purchases; savings are also needed in case of disability, education and promotion professional level etc. (Give examples of savings in household confirming their necessity.)

When choosing options for the placement of savings, the consumer needs to compare them in terms of reliability, interest on income, liquidity (the possibility of easy conversion of savings into cash).