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. Other important principle that affects the rational behavior of the consumer, is the sovereignty of man. 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: to 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 instance:

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 means creating a situation where the purchase is made solely in order to emphasize one's own social status.
2. This refers to 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. The 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 trifles, postponing important events in our lives for the future. Of course, this is not good. To avoid this state of affairs, you should consider every important step.

Economic Behavior- the image, method, nature of the economic actions of citizens, workers, managers, production teams in certain emerging conditions of economic activity. A rational person performs a certain action as long as the benefits exceed the costs.

Types of rational behavior:

1. Rational behavior dictated by self-interest;

2. Rational behavior, in which the goals that are directly at the moment of choice are pursued.

In general, rationality involves obtaining the maximum benefit at the minimum cost.

1. Complete (unlimited, strong) rationality assumes that a person uses all available information in the best possible way and maximizes his benefit.

2. Limited (semi-strong) rationality reflects the difficulties in collecting and analyzing information and the limited cognitive abilities of a person, which leads to the use of not all the completeness of the available information. Limitations can be caused by physical, biological and social factors.

3. Organic (procedural, weak) rationality suggests that the rationality of choice can be limited by formal and informal rules.

Some economists also distinguish deliberate rationality.

Consumer- this is the one who acquires and uses goods, orders works and services for personal household needs, not related to making a profit. The consumer is each of us, the firm, the organization and the state as a whole. Consumption- use, use. The use of products, things, goods, goods and services in order to meet needs.

Types of consumption:

1) production (spending, use of resources in the production process);

2) non-productive (final consumption of goods by people, the population to meet vital needs).

Purpose of the consumer- extracting maximum utility from the consumption of goods and services. Restrictions on the way to achieve the goal of the consumer: consumer, family budget (balance of cash income and expenses of the family); prices for goods and services; range of products and services offered. T. Veblen introduced the theory of commitment to "prestigious", conspicuous consumption and accumulation of capital, i.e., the consumption of goods and services in order to obtain the effect of demonstrating their use.

Rational consumer behavior This is thoughtful behavior that involves comparing the results of an action with costs. In command economies, consumer behavior is regulated. V market economy the consumer has freedom of economic behavior.

Consumer Sovereignty- the right of the owner of any kind of resources to independently make decisions related to the disposal of these resources and their use.

Stages of rational consumer behavior:

1) awareness of the need to purchase; 2) search for information about a product or service; 3) evaluation of possible purchase options; 4) decision making.

Consumer income is the amount Money received for a certain period of time and intended for the acquisition of goods and services for the purpose of personal consumption. Nominal income- income calculated in purely monetary terms, without taking into account the purchasing power of money, price levels, inflation.

The main sources of nominal (cash) consumer income:

1) salary; 2) social payments of the state (allowances, pensions, scholarships); 3) income from entrepreneurial and other activities; 4) income from property (payment for renting an apartment, interest on money capital, dividends on securities).

Real income- the number of goods and services that can be purchased for the amount of nominal income. Real income depends on the volume of final income (nominal income - income tax) and the level of prices for goods and services.

Types of consumer spending:

1) mandatory, minimum necessary expenses (food, clothing, transport, utilities); 2) arbitrary (tourism, books, paintings, cars).

In a household, the income received is divided into two parts: a) is used to buy goods and pay for services necessary to meet the personal needs of people; b) the second part forms savings.

Ways to place savings: savings account in a savings bank; purchase of securities; purchase of real estate; life, health, property insurance.

Standard of living- this is the level of well-being of the population, the degree of satisfaction of the basic vital needs of people. Indicators: 1) consumption per capita, 2) real incomes of the population, 3) provision of housing, 4) indicators of the development of education, healthcare, social security.

The standard of living is characterized by a special indicator - human development index (human development index), calculated on the basis of three values: 1) GDP per capita, 2) life expectancy and 3) the level of education.

Human Development Index (HDI)– index for comparative assessment of the economic potential of different countries. When calculating the HDI, the following indicators are taken into account: average life expectancy at birth; the level of literacy of the adult population of the country; the total share of students.

The quality of life consists of the standard of living, working conditions and safety, cultural level, physical development, etc.

Rational Producer Behavior

Purpose of the producer in a market economy- Getting more profit 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? An indicator of the efficiency of resource use is performance- 1) the volume of goods and services created per unit of costs; 2) the amount of benefits that can be obtained from the use of the unit a certain kind resources for a fixed period.

Ways to increase productivity: 1) expansion of the use of economic resources (extensive path - quantitative change resources: increase in production capacity, the amount of natural resources used, the number of employed workers); 2) increasing the efficiency of their use (intensive way - improving the quality characteristics of resources, improving their productivity or performance).

Labor productivity- productivity of labor, measured by the number of products produced per unit of time.

Factors (ways) of labor productivity growth: 1) division of labor, or specialization; 2) use of new equipment or technology; 3) the level of education and professional training of employees; 4) the effectiveness of management decisions.

Business – economic activity people, the purpose of which is profit, income or other personal gain, aimed at the commission of commercial transactions for the exchange of goods or services. Entrepreneurship- proactive independent activity people, carried out on their own behalf, at their own risk and aimed at generating income, profit from the use of property, the sale of goods, the provision of services.

Types of business: industrial entrepreneurship (production of goods, services, information, spiritual values); commercial entrepreneurship (consists in operations and transactions for the resale of goods, services and is not related to the production of products); financial entrepreneurship (a kind commercial enterprise); intermediary entrepreneurship (manifested in activities that connect the parties interested in a mutual transaction); insurance entrepreneurship (a special form of financial entrepreneurship, which consists in the fact that the entrepreneur receives an insurance premium, which is returned only upon the occurrence of an insured event).

Forms of entrepreneurship

1. On the basis of business objects

A) Small business(up to 50 people):

– Franchising- a system of small private firms that enter into a contract for the right to use the brand name of a large firm and their activities in a certain territory and in a certain form.

– venture firm – commercial organization engaged in the development of scientific research for their further development and completion. Venture capitalists do business on innovation.

B) Medium business (up to 500 people) is fragile, as it has to compete with both large and small businesses, as a result of which it either develops into a large one, or ceases to exist altogether. The only exceptions are firms that are monopolists in the production of any specific product that has its own permanent consumer.

V) Big business (up to several thousand people) - is more durable than medium or small. Its monopoly position on the market gives it the ability to produce cheap and mass products.

2. By type of firms

A) Sole proprietorship or private enterprise A business owned by one person. He has unlimited property liability, and he has little capital.

B) Partnership or partnership A business owned by two or more people. They make joint decisions and bear personal financial responsibility for the conduct of the case.

V) cooperative- similar to a partnership, but has a larger number of shareholders.

G) Corporation- a set of persons united for a joint entrepreneurial activity. The right to property of a corporation is divided into parts by shares, so the owners of corporations are called shareholders, and the corporation itself is called joint stock company(AO).

Basic principles governing entrepreneurial activity: freedom of entrepreneurial activity; initiative and independent activity; making a profit as the main objective entrepreneurial activity; legal equality various forms property; legality in entrepreneurial activity; freedom of competition and restriction of monopolistic activity; state regulation (direct– registration and licensing of enterprises, product certification; indirect- concessional loans, tax incentives).

Entrepreneurship Functions:resource(combination of natural, investment, labor resources into a whole); organizational(the use by entrepreneurs of their abilities to obtain high income); creative(use of innovation in activities).

social relations

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 in a 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, and some expensive goods (cars, 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 the least expenditure of limited funds has to think about the following questions: what to spend his income on in the first place? 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, he 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? It is necessary to evaluate the market for 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 summer house, interest on money capital, dividends on valuable papers).

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 dependences of income and expenses: the higher the family income, the lower the share of expenditures on food and more on durable goods, as well as the greater the share of 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, fare, 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 data on consumer spending in different countries, scientists concluded that the richer the country, the less part of the personal income of its citizens goes to mandatory 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 United States, 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 (mainly commercial) that provide the following types of insurance: voluntary medical insurance, accident insurance, business risk insurance, auto 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). The resulting 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 the household, confirming their need.)

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).

Economic theory. Makhovikova Galina Afanasievna

11.2. Principles of rational consumer behavior

Consumer behavior is of great importance for the development of the production of goods and their supply.

Consumer behavior is the process of forming consumer demand for a variety of goods and services.

The actions of people in the sphere of acquiring consumer goods are subjective and sometimes unpredictable. However, a number of typical commonalities can be noted in the behavior of the average consumer:

Consumer demand depends on the level of his income;

Each consumer seeks to get “everything that is possible” for his money, that is, to maximize the total utility;

The average consumer has a distinct system of preferences, his own taste and attitude towards fashion;

Consumer demand is affected by the presence or absence of interchangeable or complementary goods in the markets.

Consumers also have non-functional demand. Consider its types.

"Snob effect": Snobs buy exactly those goods that rise in price in order to emphasize their social position.

Veblen Effect: A phenomenon in consumption theory in which consumers can have a positively sloping demand curve because they tend to consume conspicuously.

"Supposed quality effect": goods the same quality in different stores are sold at different prices. At the same time, more expensive goods are in many cases bought more often, since they are expected to be more high quality.

"Effect of joining the majority", or "effect of the carriage": the desire of people to keep up with fashion, to be "no worse than others." This effect causes an increase in demand for those goods that people around the consumer buy.

"Irrational demand": purchases that are not planned by the consumer, but occur under the influence of momentary whims and desires.

"Speculative demand": occurs in conditions of shortage of a particular product.

In life modern society there is an increase in the influence of the consumer on the producer. As a result, in the well-known formula what, how and for whom to produce? attention is focused not on what to produce, but on what to consume.

There are a number of arguments in favor of such a statement of the question. It is known that the goal for the manufacturer is to make a profit. Under these conditions, it is advisable to produce only such a product that can be sold on the market at a price exceeding the cost of its production. This is where the “appeal” of the producer to the consumer takes place. If the consumer gave money for the goods in an amount exceeding the costs, then the producer will receive a profit. Of course, the individual consumer cannot pass judgment on the manufacturer. The success or failure of a producer depends on the combined behavior of all consumers. This phenomenon is called consumer sovereignty (French souverain - the bearer of supreme power). The sovereignty of the consumer consists in his ability to influence the producer. In a society where there is no scarcity of goods, consumer sovereignty takes on particular relevance, and the tone further development production is set not by producers, but by consumers. Therefore, in modern economic theory, the behavior of the consumer, not the producer, becomes a fundamental category.

A necessary condition for the sovereignty of the consumer is the freedom of consumer choice. However, it can be limited by a number of measures:

The introduction of a rationing system, i.e., the rationing of the consumption of goods during periods of war, famine and other troubles;

Legislative prohibition of the production and consumption of harmful goods (drugs, alcohol, tobacco);

Stimulation of consumption useful goods and services (books, theatre, music).

Such restrictions on the freedom of consumer choice exist in any society. Such restrictions are justified only as a temporary remedy in emergency situations or as a necessary measure to protect against an obvious evil. In the same case, if the restriction of freedom is integral part putting into practice egalitarian theories, the result of such a restriction may be a break in the connection between the consumer and the producer. Restricting freedom of choice is a dangerous weapon that should be used very carefully and in emergency situations.

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