Question

Explain all the reasons why a decrease in a product's price would lead to an increase in purchases.

Short answer

A decrease in a product's price leads to an increase in purchases due to several reasons, including the income effect, the substitution effect, the law of demand, price elasticity of demand, and promotional and psychological factors. The income effect results from consumers feeling wealthier, as the decrease in price increases their purchasing power. The substitution effect occurs when the now cheaper good is substituted for more expensive alternatives, thereby increasing its demand. The law of demand is a fundamental economic principle that states that the quantity demanded will increase as the price decreases. Price elasticity of demand defines the responsiveness of the quantity demanded to price changes, with higher PED products being more sensitive to these changes. Finally, promotional and psychological factors may cause consumers to perceive a lower price as a better value for their money, driving them to purchase more of the product.

Step-by-step solution

1. Introduction to the Law of Demand

The law of demand is a fundamental principle in economics stating that, if all other factors remain constant, the quantity demanded of a good or service will increase as its price decreases, and vice versa. This principle can be represented in graphical form by a downward-sloping demand curve, with the price on the vertical axis and the quantity demanded on the horizontal axis.

2. The Income Effect

The income effect is a key reason behind the increase in purchases when a product's price decreases. When the price of a product falls, consumers effectively experience an increase in their real income or purchasing power. This increase in real income makes them feel wealthier and encourages them to buy more of the product, leading to an increase in purchases.

3. The Substitution Effect

The substitution effect is another reason for the increase in purchases following a decrease in a product's price. When the price of a good or service decreases, it becomes relatively cheaper compared to other substitutes available in the market. Consumers tend to substitute the now cheaper good for more expensive alternatives, resulting in an increase in the quantity demanded for the cheaper good.

4. Price Elasticity of Demand

Price elasticity of demand (PED) measures the responsiveness of the quantity demanded to a change in price. Products with a higher price elasticity of demand are more sensitive to price changes and will show a larger increase in purchases following a price decrease. Products with a lower price elasticity of demand are less sensitive to price changes, and the increase in purchases may be smaller following a price decrease.

5. Promotional and Psychological Effects

Lastly, promotional and psychological effects can lead to an increase in purchases when a product's price decreases. Consumers may perceive the price decrease as a temporary opportunity to take advantage of a bargain, leading to an increase in sales. Additionally, consumers may associate a lower price with a better value for their money, driving them to purchase more of the product. In conclusion, the reasons for an increase in purchases when a product's price decreases include the income effect, the substitution effect, the law of demand, price elasticity of demand, and promotional and psychological factors. By understanding these concepts, we can better grasp the relationship between price and the quantity demanded in the market.