Managerial Economics
Managerial Economics
DR.J.SURESH
FACULTY
PULCS
• Unit – I
• General Foundations of Managerial Economics - Economic Approach - Circular Flow of Activity - Nature
of the Firm - Objectives of Firms - Demand Analysis and Estimation - Individual, Market and Firm
demand - Determinants of demand - Elasticity measures and Business Decision Making - Demand
Forecasting.
• Unit-II
• Law of Variable Proportions - Theory of the Firm - Production Functions in the Short and Long Run - Cost
Functions – Determinants of Costs – Cost Forecasting - Short Run and Long Run Costs –Type of Costs -
Analysis of Risk and Uncertainty.
• Unit-III
• Product Markets -Determination Under Different Markets - Market Structure – Perfect Competition –
Monopoly – monopolistic Competition – Duopoly - Oligopoly - Pricing and Employment of Inputs Under
Different Market Structures – Price Discrimination - Degrees of Price Discrimination.
• Unit-IV
• Introduction to National Income – National Income Concepts - Models of National Income
Determination - Economic Indicators - Technology and Employment - Issues and Challenges – Business
Cycles – Phases – Management of Cyclical Fluctuations - Fiscal and Monetary Policies.
• Unit – V
• Macro Economic Environment - Economic Transition in India - A quick Review - Liberalization,
Privatization and Globalization - Business and Government - Public-Private Participation (PPP) -
Industrial Finance - Foreign Direct Investment(FDIs).
The Fundamentals Of Managerial Economics
• Prof. Evan J Douglas defines Managerial Economics as “Managerial Economics is
concerned with the application of economic principles and methodologies to the
decision making process within the firm or organization under the conditions of
uncertainty”
• Nature Of Managerial Economics:
• 1. Managerial economics is concerned with the analysis of finding optimal solutions to
decision making problems of businesses/ firms (micro economic in nature).
• 2. Managerial economics is a practical subject therefore it is pragmatic.
• 3. Managerial economics describes, what is the observed economic phenomenon
(positive economics) and prescribes what ought to be (normative economics)
• 4. Managerial economics is based on strong economic concepts. (conceptual in nature)
• 5. Managerial economics analyses the problems of the firms in the perspective of the
economy as a whole ( macro in nature)
• 6. It helps to find optimal solution to the business problems (problem solving)
Circular Flow Of Economic Activity
• These resources (factors of production) are classified into four types.
• Land: It includes all natural resources on the earth and below the earth. Non
renewable resources such as oil, coal etc once used will never be replaced. It will
not be available for our children. Renewable resources can be used and replaced
and is not depleted with use.
• Labour: is the work force of an economy. The value of the worker is called as
human capital.
• Capital: It is classified as working capital and fixed capital (not transformed into
final products)
• Entrepreneurship: It refers to the individuals who organize production and take
risks.
The major four sectors of the economy
• Households: Households fulfill their needs and wants through purchase of goods
and services from the firms. They are owners and suppliers of factors of
production and in turn they receive income in the form of rent, wages and
interest.
• Firms: Firms employ the input factors to produce various goods and services and
make payments to the households.
• Government: The government purchases goods and services from firms and also
factors of production from households by making payments.
• Foreign sector: Households, firms and government of India purchase goods and
services (import) from abroad and make payments. On the other hand all these
sectors sell goods and services to various countries (export) and in turn receive
payments from abroad
Demand Analysis
Shifts in Demand: Shift of the demand curve occurs when the determinants of
demand change. When tastes and preferences and incomes are altered, the
basic relationship between price and quantity demanded changes (shifts).
Extension And Contraction Of Demand Curve: When with a fall in price, more of a
commodity is bought , then there is an extension of the demand curve. When lesser
quantity is demanded with a rise in price, there is a contraction of demand.
• A change in demand occurs when one or more of the determinants of
demand change and it is expressed in the following equation.
• Qd X = f (Px, Pr, Y, T, Ey, Ep, Adv….)
• Where,
• Qd X = quantity demanded of good ‘X’
• Px = the price of good X
• Pr = the price of a related good
• Y = income level of the consumer
• T = taste and preference of the consumers
• Ey = expected income
• Ep = expected price
• Adv = advertisement cost
Determinants Of Demand:
• 1.Price of the good: The price of a commodity is an important determinant of demand. Price and demand are inversely related. Higher the price less is
the demand and vice versa.
• 2.Price of related goods: The price of related goods like substitutes and complementary goods also affect the demand. In the case of substitutes, rise in
price of one commodity lead to increase in demand for its substitute.
• 3.Consumer’s Income: This is directly related to demand. A change in the income of the consumer significantly influences his demand for most
commodities. If the disposable income increases, demand will be more.
• 4.Taste, preference, fashions and habits: These are very effective factors affecting demand for a commodity. When there is a change in taste, habits or
preferences of the consumer, his demand will change. Fashions and customs in society determine many of our demands.
• 5.Population: If the size of the population is more, demand for goods will be more . The market demand for a commodity substantially changes when
there is change in the total population.
• 6.Money Circulation: More the money in circulation, higher the demand and vice versa.
• 7.Value of money: The value of money determines the demand for a commodity in the market. When there is a rise or fall in the value of money there
may be changes in the relative prices of different goods and their demand.
• 8.Weather Condition: Weather is also an important factor that determines the demand for certain goods.
• 9.Advertisement and Salesmanship: If the advertisement is very attractive for a commodity, demand will be more. Similarly if the salesmanship and
publicity is effective then the demand for the commodity will be more.
• 10.Consumer’s future price expectation: If the consumers expect that there will be a rise in prices in future, he may buy more at the present price and so
his demand increases.
• 11.Government policy (taxation): High taxes will increase the price and reduce demand, while low taxes will reduce the price and extend the demand.
• 12.Credit facilities: Depending on the availability of credit facilities the demand for commodities will change. More the facilities higher the demand.
• 13.Multiplicity of uses of goods: if the commodity has multiple uses then the demand will be more than if the commodity is used for a single purpose.
Types Of Demand
• 1.Direct and indirect demand: (or) Producers’ goods and consumers’ goods:
demand for goods that are directly used for consumption by the ultimate
consumer is known as direct demand (example: Demand for T shirts). On the
other hand demand for goods that are used by producers for producing goods
and services. (example: Demand for cotton by a textile mill)
• 2.Derived demand and autonomous demand: when a produce derives its usage
from the use of some primary product it is known as derived demand. (example:
demand for tyres derived from demand for car) Autonomous demand is the
demand for a product that can be independently used. (example: demand for a
washing machine)
• 3.Durable and non durable goods demand: durable goods are those that can be
used more than once, over a period of time (example: Microwave oven) Non
durable goods can be used only once (example: Band-aid)
• 4.Firm and industry demand: firm demand is the demand for the product of a particular
firm. (example: Dove soap) The demand for the product of a particular industry is
industry demand (example: demand for steel in India )
• 5.Total market and market segment demand: a particular segment of the markets
demand is called as segment demand (example: demand for laptops by engineering
students) the sum total of the demand for laptops by various segments in India is the
total market demand. (example: demand for laptops in India)
• 6.Short run and long run demand: short run demand refers to demand with its
immediate reaction to price changes and income fluctuations. Long run demand is that
which will ultimately exist as a result of the changes in pricing, promotion or product
improvement after market adjustment with sufficient time.
• 7.Joint demand and Composite demand: when two goods are demanded in conjunction
with one another at the same time to satisfy a single want, it is called as joint or
complementary demand. (example: demand for petrol and two wheelers) A composite
demand is one in which a good is wanted for several different uses. ( example: demand
for iron rods for various purposes)
• 8.Price demand, income demand and cross demand: demand for commodities by the
consumers at alternative prices are called as price demand.
• The law of demand does not apply in every case and situation. (Excemption)
• 1. Giffen Goods: Some special varieties of inferior goods are termed as Giffen
goods. Cheaper varieties millets like bajra, cheaper vegetables like potato etc
come under this category.
• 2. Conspicuous Consumption / Veblen Effect: A few goods like diamonds etc are
purchased by the rich and wealthy sections of society. The prices of these goods
are so high that they are beyond the reach of the common man. The higher the
price of the diamond, the higher its prestige value.
• 3. Conspicuous Necessities: Certain things become the necessities of modern life.
So we have to purchase them despite their high price. The demand for T.V. sets,
automobiles and refrigerators etc. has not gone down in spite of the increase in
their price.
• 4. Ignorance: A consumer’s ignorance is another factor that at times induces him
to purchase more of the commodity at a higher price.
• 5. Emergencies: During emergencies like war, famine etc, households behave in
an abnormal way.
• 6. Future Changes In Prices: Households also act as speculators. When the prices are
rising households tend to purchase large quantities of the commodity out of the
apprehension that prices may still go up.
• 7. Change In Fashion: A change in fashion and tastes affects the market for a
commodity. When a digital camera replaces a normal manual camera, no amount of
reduction in the price of the latter is sufficient to clear the stocks.
• 8. Demonstration Effect: It refers to a tendency of low income groups to imitate the
consumption pattern of high income groups. They will buy a commodity to imitate the
consumption of their neighbors even if they do not have the purchasing power.
• 9. Snob Effect: Some buyers have a desire to own unusual or unique products to show
that they are different from others.
• 10. Speculative Goods/ Outdated Goods/ Seasonal Goods: Speculative goods such as
shares do not follow the law of demand. Whenever the prices rise, the traders expect
the prices to rise further so they buy more.
• 11. Seasonal Goods: Goods which are not used during the off-season (seasonal goods)
will also be subject to similar demand behaviour. 12. Goods In Short Supply: Goods that
are available in limited quantity or whose future availability is uncertain also violate the
law of demand.
Elasticity Of Demand
• Elasticity of Demand is a technical term used by economists to describe the
degree of responsiveness of the demand for a commodity due to a fall in its
price. A fall in price leads to an increase in quantity demanded and vice versa.
• The elasticity of demand may be as follows:
• Price Elasticity
• Income Elasticity and
• Cross Elasticity
• The Determinants Of Price Elasticity Of Demand The exact value of price elasticity for a commodity is
determined by a wide variety of factors. The two factors considered by economists are the availability
of substitutes and time.
• The elasticity of demand depends on the following factors:
• 1. Nature of the commodity: The demand for necessities is inelastic because the demand does not
change much with a change in price. But the demand for luxuries is elastic in nature.
• 2. Extent of use: A commodity having a variety of uses has a comparatively elastic demand.
• 3. Range of substitutes: The commodity which has more number of substitutes has relatively elastic
demand. A commodity with fewer substitutes has relatively inelastic demand.
• 4. Income level: People with high incomes are less affected by price changes than people with low
incomes.
• 5. Proportion of income spent on the commodity: When a small part of income is spent on the
commodity, the price change does not affect the demand therefore the demand is inelastic in nature.
• 6. Urgency of demand / postponement of purchase: The demand for certain commodities are highly
inelastic because you cannot postpone its purchase. For example medicines for any sickness should be
purchased and consumed immediately.
• 7. Durability of a commodity: If the commodity is durable then it is used it for a long period. Therefore
elasticity of demand is high. Price changes highly influences the demand for durables in the market.
• 8. Purchase frequency of a product/ recurrence of demand: The demand for frequently purchased
goods are highly elastic than rarely purchased goods.
• 9. Time: In the short run demand will be less elastic but in the long run the demand for commodities
are more elastic.
Income Elasticity
• Income elasticity of demand measures the responsiveness of quantity demanded
to a change in income. It is measured by dividing the percentage change in
quantity demanded by the percentage change in income.
• The following are the various types of income elasticity:
• Zero Income Elasticity: The increase in income of the individual does not make
any difference in the demand for that commodity. ( Ei = 0)
• Negative Income Elasticity: The increase in the income of consumers leads to less
purchase of those goods. ( Ei < 0).
• Unitary Income Elasticity: The change in income leads to the same percentage of
change in the demand for the good. ( Ei = 1).
• Income Elasticity is Greater than 1: The change in income increases the demand
for that commodity more than the change in the income. ( Ei > 1).
• Income Elasticity is Less than 1: The change in income increases the demand for
the commodity but at a lesser percentage than the change in the Income. ( Ei <
1).
Cross Elasticity
• The quantity demanded of a particular commodity varies according to the price of other
commodities. Cross elasticity measures the responsiveness of the quantity demanded of a
commodity due to changes in the price of another commodity.