Consumer behavior examines the psychological and economic factors driving the purchasing decisions of individuals and households. Understanding consumer behavior helps to predict how changes in variables like price, income, and availability of goods influence the buying patterns.
When prices change, consumer decision-making takes into account both the income and substitution effects. For instance, if soda becomes cheaper, not only does a consumer now have more 'real' income, they also might prefer soda over juice because it’s cheaper than before. How they decide is an intricate mix of substituting goods and adjusting to their 'extra' income based on personal preference and necessity.
- Income changes lead to purchasing power adjustments.
- Relative price changes shift consumer choices between goods.