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Law of demand says that when the price of a good or service rise , demand for that good or service falls and when price of a good or service falls its demand rises.its mean there is inversely or negative relation between price and demand. exceptions:1. Test and fashion of consumer will not change.2. Income of the consumer will not change.3.prices of other substitutes of that good or service will not change.3, there will no discovery of substitutes of that good or service

Exceptions to the law of demand

Does the demand for a product always vary inversely with the price? There are two possible reasons why more might be demanded even when the price of a good or service is increasing. We consider these briefly - ostentatious consumption and the effects of speculative demand.

(a) Ostentatious consumption

Some goods are luxurious items where satisfaction comes from knowing both the price of the good and being able to flaunt consumption of it to other people! The demand for the product is a direct function of its price.

A higher price may also be regarded as a reflection of product quality and some consumers are prepared to pay this for the"snob value effect".

Examples might include perfumes, designer clothes, and top of the range cars. Consider the case of VI which is considered to be the most exclusive perfume in the world. Only 475 bottles have been produced and bottles have been selling for £47,500 each - a classic case of paying through the nose for an exclusive good.

Goods of ostentatious consumption are known as Veblen Goods and they have a high-income elasticity of demand.That is, demand rises more than proportionately to an increase in income.

(b) Speculative Demand

The demand for a product can also be affected by speculative demand. Here, potential buyers are interested not just in the satisfaction they may get from consuming the product, but also the potential rise in market price leading to a capital gain or profit. When prices are rising, speculative demand may grow, adding to the upward pressure on prices. The speculative demand for housing and for shares might come into this category and we have also seen, in the last few years, strong speculative demand for many of the world's essential commodities.

Speculation drives the prices of commodities to fresh highs

World commodity prices have reached new highs this year helped by an increase in the rate of economic growth in the global economy. Among the metals that have achieved record price levels are copper, zinc, gold and platinum; prompting sceptics to question how much longer prices can continue rising. Many market experts believe that the demand for commodities has been spurred by heavy speculator activity. For example, pension funds and hedge funds have been investing in commodity mutual funds over recent years leading to increased demand for precious metals. Prices have risen quickly because commodity producers are unable to raise output sufficiently to meet unexpectedly strong demand.

Source: Adapted from news reports, July 2006

The non-linear demand curve and the idea of price points

So far in our introductory theory of demand, we have drawn the demand curve for a product to be linear (a straight line). In many real world markets this assumption of a linear relationship between price and quantity demanded is not realistic. Many price-demand relationships are non-linear and an example of this is provided in the chart above, used to illustrate the idea of price-points.

Price points are points on the demand curve where demand is relatively high, but where a small change in price may cause a sizeable contraction in demand leading to a loss of total revenue for the producer.

Price points can be justified in a number of ways:

  • A price rise at the price point may make the product more expensive than a close substitute causing consumers to change their preferences
  • Customers may have become used to paying a certain price for a type of product and if they see a further price rise, this may cause them to revalue how much satisfaction they get from buying and consuming something, leading to a decline in demand
  • There may be psychological effects at work, supermarkets for example know the importance of avoiding price points - £2.99 somehow seems cheaper than £3.00 despite the tiny price difference

For AS level economics, you will be expected to draw and use linear demand curves in your basic analysis. But it is important to realise that in the real world of business, price-demand relationships can be complex and often a business does not have enough information about the behaviour of consumers for them to actually construct an accurate demand curve. As with many aspects of economic theory, we are constructing curves to illustrate economic relationships. They are simplifications of reality. BY Nilabh Jha

email:-nilabh_jha143@Yahoo.com

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