Theory of Consumer Behaviour: Cardinal Utility Analysis As discussed, Economics deals with how economic units make decisions in order to maximize their welfare given the limited resources in hand. So, when studying consumer behaviour, we try to find out of the various goods and services available in the market which goods and services the consumer decides to buy and how much quantity of the goods and services the consumer buys, given his/her limited resources. Which goods and services the consumer decides to buy depends on the preferences of the consumers, and how much of the preferred goods and services the consumer buys depends upon the income of the consumer and prices of the goods and services. Consumers buy goods and services as the consumption of these goods and services gives consumers satisfaction or ‘utility’. Utility is a subjective concept and varies from consumer to consumer. Therefore, two consumers may have different preferences for a good. A person who likes tea ...
Making Economics Easy to Understand