AQA

A-level

Economics
For A-level Year 1 and AS

Ray Powell
James Powell
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Contents
Introduction 
Breakdown of the exam 

Part 1 Microeconomics
1 Economic methodology and the economic problem
1.1 Economic methodology
1.2 The nature and purpose of economic activity
1.3 Economic resources
1.4 Scarcity, choice and the allocation of resources
1.5 Production possibility diagrams
1.6 Value judgements, positive and normative statements

2 Price determination in a competitive market

2.1 The determinants of the demand for goods and services
2.2 Price, income and cross elasticities of demand
2.3 The determinants of the supply of goods and services
2.4 Price elasticity of supply
2.5 The determination of equilibrium market prices
2.6 Applications of demand and supply analysis to particular
markets
2.7 The interrelationship between markets

3 Production, costs and revenue

3.1 Production and productivity
3.2 Specialisation, division of labour and exchange
3.3 Costs of production
3.4 Economics and diseconomies of scale
3.5 Average revenue, total revenue and profit

4 Competitive and concentrated markets

4.1 Market structures
4.2 The objectives of firms
4.3 Competitive markets
4.4 Monopoly and monopoly power
4.5 The competitive market process

5 The market mechanism, market failure and

government intervention in markets
5.1 How markets and prices allocate resources
5.2 The meaning of market failure
5.3 Public goods, private goods and quasi-public goods
5.4 Positive and negative externalities in consumption and
production
 5.5 Merit and demerit goods
5.6 Market imperfections
5.7 An inequitable distribution of income and wealth
5.8 Government intervention in markets
5.9 Government failure
Microeconomic key terms 
Microeconomic practice questions 

Part 2 Macroeconomics
6 The measurement of macroeconomic performance
6.1 The objectives of government economic policy
6.2 Macroeconomic indicators
6.3 Uses of index numbers

7 How the macroeconomy works: the circular flow of

income, AD/AS analysis, and related concepts
7.1 The circular flow of income
7.2 Aggregate demand (AD) and aggregate supply (AS) analysis
7.3 The determinants of aggregate demand
7.4 Aggregate demand and the level of economic activity
7.5 Determinants of short-run aggregate supply
7.6 Determinants of long-run aggregate supply

8 Economic performance
8.1 Economic growth and the economic cycle
8.2 Employment and unemployment
8.3 Inflation and deflation
8.4 The balance of payments on current account
8.5 Possible conflicts between macroeconomics policy objectives

9 Macroeconomic policy
9.1 Monetary policy
9.2 Fiscal policy
9.3 Supply-side policies

Macroeconomic key terms 

Macroeconomic practice questions 
Index 
 1
Microeconomics

1
 2 Price determination in
a competitive market
Chapter 1 introduced you to one of the fundamental economic problems:
how to allocate scarce resources between competing uses in conditions
in which there are limited resources and unlimited wants. In a market
economy, resource allocation is undertaken by the price mechanism
operating in the system of markets that make up the economy. This is
true also in the ‘market sector’ of a ‘mixed economy’. However, in a mixed
economy there is also a ‘non-market sector’ in which goods and services
such as roads and police are produced and delivered to final users ‘outside
the market’. The UK is often said to be a ‘mixed economy’ though in recent
decades the nature of the ‘mix’ has been shifting toward a pure market
economy and away from non-market provision.
This chapter focuses on markets and the price mechanism, and looks
only at competitive markets. Many of the markets in the UK economy are
uncompetitive markets, but these are investigated in Chapter 4.

KEY TERM
competitive market a market in which the large number of buyers and
sellers possess good market information and can easily enter or leave the
market.

LEARNING OBJECTIVES
This chapter will:
• explain the nature of demand and supply in a competitive market
• differentiate between a movement along a demand or a supply curve
and a shift of a demand or a supply curve
• introduce the concept of elasticity and explain the different elasticities
you need to know
• bring demand and supply curves together in a supply and demand
diagram
• distinguish between market equilibrium and disequilibrium in a supply
and demand diagram
• investigate different ways in which markets are interrelated
• examine a number of real-world markets
2

●● What is a market?
A market is a voluntary meeting of buyers and sellers. Both buyer and seller
have to be willing partners to the exchange. If, for example, a buyer uses
violence or the threat of violence to ‘persuade’ a seller to supply goods at a
price unfavourable to the seller, this is a forced transaction and not a market
transaction.
 Markets do not have to exist in a particular geographical location.
Whenever a good or service is voluntarily bought and sold, a market

2.1 The determinants of demand for goods and services

transaction takes place. Over history, market transactions shifted away
from open-air street markets to take place in shops. Shops have higher
overhead costs, but they offer a permanent site of exchange and a
continuing relationship between sellers and buyers. In recent years, the
growth of the internet has allowed 24/7 e-commerce. As a result many
markets, especially those in commodities, raw materials and financial
services, have become truly global.

●● Competitive markets
A market is highly competitive when there are a large number of buyers
and sellers all passively accepting the ruling market price that is set, not by
KEY TERMS individual decisions, but by the interaction of all those taking part in the
equilibrium price the price at market. The ruling market price (or equilibrium price) is set by supply
which planned demand for a
and demand in the market as a whole. Highly competitive markets lack
good or service exactly equals
planned supply.
entry and exit barriers. This means that new buyers and sellers can easily
enter the market without incurring costs. In the same way buyers and sellers
supply the quantity of a good
can leave the market if they wish to. Competitive markets also exhibit a
or service that firms are
willing and able to sell at given
high degree of transparency — buyers and sellers can quickly find out what
prices in a given period of everyone else in the market is doing.
time.
demand the quantity of a good
or service that consumers are
2.1 The determinants of demand
willing and able to buy at given
prices in a given period of for goods and services
time. For economists, demand
is always effective demand. Households and firms operate simultaneously in two sets of markets. The
effective demand the desire first of these contains the goods markets in which households demand and
for a good or service backed by buy consumer goods and services produced and supplied by firms. But for
an ability to pay. household demand in the goods market to be an effective demand — that
is, demand backed up by an ability to pay — households must first sell
their labour, or possibly the services of any capital or land they own, in the
markets for factors of production. These were briefly mentioned in Chapter 1.
Households’ roles are therefore reversed in goods markets and factor markets.
In this chapter, we ignore factor markets and focus solely on the determinants
of demand for consumer goods and services.

●● Market demand and individual demand

Normally when economists refer to demand, they mean market demand.
KEY TERM This is the quantity of a good or service that all the consumers in the
market demand the quantity 3
of a good or service that all
market wish to, and are able to, buy at different prices. By contrast,
the consumers in a market individual demand is the quantity that a particular individual, such
are willing and able to buy at as yourself, would like to buy. The relationship between market and
different market prices. individual demand is simple. Market demand is just the sum of the
demand of all the consumers in the market.
 ●● The ‘law’ of demand
The ‘law’ of demand states that as a good’s price falls, more is demanded.
There is thus an inverse relationship between price and quantity demanded.
Note that the word ‘law’ is in inverted commas. This is because a law in
economics is not as strong or watertight as a law in a natural science subject
such as physics. Whereas a law in physics will always hold, a social science
law always has ‘ifs’ and ‘buts’ attached. More of a good is usually demanded as
its price falls, but there are exceptions, which are explained later in the book.

Price
●● The market demand curve
P1 The market demand curve in Figure 2.1 illustrates the ‘law’ of demand. If the
price starts off high, for example at P1, household demand is Q1. But if the
price falls to P2, demand increases to Q2.
P2 Demand for a good varies according to the time period being considered.
Demand For example, weekly demand is different from daily, monthly and annual
demand. For this reason, the horizontal axis in Figure 2.1 is labelled ‘Quantity
O Q1 Q2 Quantity demanded per period of time’. It is normal practice to use the label ‘Quantity’
demanded per
period of time on the horizontal axis of a demand curve diagram, as we do in the rest of this
Figure 2.1 A market demand curve book, but this is an abbreviation. It always refers to a period of time.
2 Price determination in a competitive market

SYNOPTIC LINK
Microeconomic demand curves look very similar to aggregate demand
curves which are explained in Chapter 7. It is vital that you don’t confuse
the two. Likewise, don’t confuse demand with consumption, which is a
component of aggregate demand, also explained in Chapter 7.

ACTIVITY
Construct a questionnaire containing the following question: ‘How many
litre bottles of cola would you buy each week if the price was £2, £1.50,
£1.00, 50 pence, 25 pence?’ Ask a sample of your friends to answer
the question and analyse their answers. What are the problems with
estimating demand curves in this way?

●● Movement along a demand curve and

shifts of a demand curve
Students often confuse a movement along a demand curve and a shift of a
4 demand curve. A movement along a demand curve takes place only when the
good’s price changes. Provided the demand curve slopes downwards, a fall in
price results in more of the good being demanded. This is sometimes called an
extension of demand. Likewise, a contraction of demand occurs when a rise in
STUDY TIP price leads to less being demanded.
You must understand
the difference between a When we draw a market demand curve to show how much of the good or
movement along a demand or service households plan to demand at various possible prices, we assume that
supply curve and a shift of the all the other variables that may also influence demand are held unchanged
curve. or constant. This is the ceteris paribus assumption, which means ‘other
things being equal’. Among the variables whose values are held constant or
 unchanged when we draw a demand curve are disposable income and tastes

2.1 The determinants of demand for goods and services

or fashion. Collectively, the variables (other than the good’s own price) whose
values determine planned demand are often called the conditions of demand.
A change in a condition of demand shifts the demand curve to a new position.

KEY TERMS The conditions of demand

condition of demand a The main conditions of demand are:
determinant of demand, other l the prices of substitute goods or goods in competing demand (see
than the good’s own price, section 2.6)
that fixes the position of the l the prices of goods in joint demand or complementary goods (see
demand curve. section 2.6)
increase in demand a l personal income (or more strictly personal disposable income, after tax and
rightward shift of the demand receipt of benefits)
curve. l tastes and preferences
decrease in demand a l population size, which influences total market size
leftward shift of the demand
curve If any of the conditions of demand change, the position of the demand curve
changes, shifting either rightward or leftward. Figure 2.2 illustrates a rightward
shift of the demand curve, which is also called an increase in demand, and
means more of the good is demanded at all prices. For example, at a price of
P1, the quantity demanded increases from Q1 to Q2. Conversely, a leftward shift
of demand (known as a decrease in demand) causes the quantity demanded
to fall at all prices.
Price Events that might cause a rightward shift of a demand curve
include;
l an increase in the price of a substitute good or good in
P1 competing demand (see the section on the interrelationship
between markets)
l a fall in the price of a complementary good or good in joint
demand
l an increase in personal disposable income (but see the
D1 D2
O
following section on normal goods and inferior goods)
Q1 Q2 Quantity
l a successful advertising campaign making people think more
favourably about the good
Figure 2.2 The effect of a rightward shift of demand l an increase in population size

Normal goods and inferior goods

When disposable income increases, a demand curve shifts rightward, but
KEY TERMS only if the good is a normal good, for which demand increases as income
normal good a good for which increases. However, some goods are inferior goods, for which demand
demand increases as income
decreases as income increases, and an increase in income shifts the demand
rises and demand decreases
as income falls.
curve leftward.
5
inferior good a good for which To take an example, private car transport and bus travel are not just
demand decreases as income substitutes for each other. As people’s incomes rise, demand for cars
rises and demand increases as generally increases, while, at the same time, demand for bus travel usually
income falls. falls. If people respond in this way to changes in income then private
transport is a normal good, but certain forms of public transport are inferior
goods. For an individual, whether a good is normal or inferior depends
on personal income, tastes and, possibly, age. For young children, junk
food such as sweets is usually a normal good. When parents increase small
children’s pocket money, they generally buy more sweets. But as children get
older, tastes change, and sweets may very well become an inferior good.
 EXTENSION MATERIAL

Are there any exceptions to the ‘law’ of demand?

Demand curves don’t have to slope downwards, though they usually do. However, there are circumstances in
which a demand curve may be horizontal or vertical, or indeed slope upward, showing that more is demanded
as the good’s price increases.
There are a number of possible explanations for upward-sloping demand curves. These include the following:
1 Speculative demand If the price of a good such as housing, shares or a foreign currency starts to rise,
people may speculate that in the near future the price will rise even further. In this situation, demand is likely to
increase. In the case of rising house prices, young people who wish to become first-time buyers may scramble
to buy houses, fearing that it they wait, they may never be able to afford to buy a house.
2 Good for which consumers use price as an indicator of quality Consumers may lack accurate information
about the quality of some goods they want to buy, such as second-hand cars and computers. In this situation, a
potential buyer may demand more as a good’s price rises, believing that a high price means high quality.
3 Veblen goods Some companies try to sell their goods based on the fact that they cost more than those
of their competitors. Veblen goods, named after the Norwegian economist Thornstein Veblen, are goods of
exclusive or ostentatious consumption, or ‘snob’ goods. They are sometimes called positional goods, though
strictly a positional good is so scarce that few people can ever acquire it. Some people wish to consume Veblen
goods, such as Ferrari cars, as a signal of their wealth. The ‘reassuringly expensive’ advertising campaign for
Stella Artois beer is a good example. A few years ago, Interbrew, the Belgian company (now called Inbev) that
then owned the Stella brand, decided to sell its beer as a premium brand. Interbrew hoped that high prices
2 Price determination in a competitive market

would attract more customers.

Veblen goods are those that have high price as a selling point
 KEY CONCEPT

2.2 Price, income and cross elasticities of demand

Demand, a summary
When studying how markets operate, it is important to understand the
nature of demand. Usually when we talk of demand, we mean market
demand which is the demand for a good or service of all the consumers
in the market. Market demand curves almost always slope downward,
showing that consumers demand more of a good as its price falls.

2.2 Price, income and cross

elasticities of demand
●● The meaning of elasticity
KEY TERM Whenever a change in one variable (such as a good’s price) causes a change to
elasticity the proportionate occur in a second variable (such as the quantity of the good that households
responsiveness of a second are prepared to demand), an elasticity can be calculated. The elasticity
variable to an initial change in measures the proportionate responsiveness of the second variable to the
the first variable.
change in the first variable. For example, if a 5% increase in price were to
cause households to reduce their demand by more than 5%, demand would be
elastic. In this example, a change in price induces a more than proportionate
response by consumers. But if the response were less than a reduction of 5%,
demand would be inelastic. And if the change in price were to induce exactly
the same proportionate change in demand, demand would be neither elastic
nor inelastic — this is called unit elasticity of demand.
Elasticity is a useful descriptive statistic of the relationship between two
variables because it is independent of the units, such as price and quantity
units, in which the variables are measured.
Although, in principle, economists could calculate a great many elasticities for
all the economic relationships in which they are interested, the three demand
elasticities you must know are:
l price elasticity of demand
l income elasticity of demand
l cross-elasticity of demand

The following formulae are used for calculating these elasticities:

percentage change in quantity demanded
price elasticity of demand =
percentage change in price
percentage change in quantity demanded 7
income elasticity of demand =
percentage change in income
percentage change in
cross-elasticity of demand for good A = quantity of A demanded
with respect to the price of B percentage change in price of B
 ●● Price elasticity of demand
Price elasticity of demand measures consumers’ responsiveness to a
KEY TERM
price elasticity of demand change in a good’s price. (It is sometimes called an ‘own price’ elasticity of
measures the extent to demand to distinguish it from cross-elasticity of demand, which measures the
which the demand for a good responsiveness of demand for a particular good to a change in the price of a
changes in response to a completely different good.)
change in the price of that
good.
STUDY TIP
You should apply elasticity analysis when assessing the effects of a shift
of a demand or supply curve. The extent to which the good’s price or
equilibrium level of output changes depends on the price elasticity of the
curve that has not shifted. For example, when the supply curve shifts
leftwards, the price elasticity of the demand curve determines the extent
to which the good’s price and quantity changes.

EXTENSION MATERIAL

Infinite and zero price elasticity of demand

2 Price determination in a competitive market

Horizontal and vertical demand (a) Infinitely elastic demand (b) Zero elasticity of demand
curves have constant elasticities at Price Price
Demand PED = 0
all points on the curve. A horizontal
P2
demand curve, such as the demand
curve in Figure 2.3 (a), is infinitely Demand
P1 P1
elastic or perfectly elastic. At the PED = ∞
other extreme, the vertical demand
curve in Figure 2.3 (b) is completely P2
inelastic, displaying a zero price
elasticity of demand at all points on
the curve. When the price falls, for O O
Quantity Q1 Quantity
example from P1 to P2, the quantity
demanded is unchanged. Figure 2.3 Horizontal and vertical demand curves

Figure 2.4 summarises five demand curves you need to know

(a) Perfectly elastic (b) Elastic demand (c) Unit elastic (d) Inelastic demand (e) Completely
demand demand inelastic demand
P P P P P
D
✝
PED < 1
PED = ∞ ★ PED = 0
PED > 1
D
8 PED = 1
D
D
D
O Q O Q O Q O Q O Q
★ Elasticity falls moving ✝ Elasticity rises moving
down the curve in panel (b) up the curve in panel (d)
Figure 2.4 Five demand curves you need to know
●● Factors determining price elasticity

2.2 Price, income and cross elasticities of demand

of demand
Substitutability
Substitutability, which is explained in section 2.6, is the most important
determinant of price elasticity of demand. When a substitute exists for a
product, consumers respond to a price rise by switching expenditure away
from the good and buying a substitute whose price has not risen. When
very close substitutes are available, demand for the product is highly elastic.
Conversely, demand is likely to be inelastic when no substitutes or only poor
substitutes are available.

Percentage of income
The demand curves for goods or services on which households spend a large
proportion of their income tend to be more elastic than those of small items
that account for only a small fraction of income. This is because for items
on which only a very small fraction of income is spent, particularly for those
which are rarely purchased, people hardly notice the effect of a change in price
on their income. The same is not true for ‘big ticket’ items such as a new car or
an overseas holiday.

Necessities or luxuries
It is sometimes said that the demand for necessities is price inelastic, whereas
demand for luxuries is elastic. This statement should be treated with caution.
When no obvious substitute exists, demand for a luxury good may be inelastic,
while at the other extreme, demand for particular types of basic foodstuff is
likely to be elastic if other staple foods are available as substitutes. It is the
existence of substitutes that really determines price elasticity of demand, not
the issue of whether the good is a luxury or a necessity.

The ‘width’ of the market definition

The wider the definition of the market under consideration, the lower the price
elasticity of demand. Thus the demand for the bread produced by a particular
bakery is likely to be more elastic than the demand for bread produced by all
bakeries. This is because the bread baked in other bakeries provides a number
of close substitutes for the bread produced in just one bakery. And if we widen
the possible market still further, the elasticity of demand for bread produced
by all the bakeries will be greater than that for food as a whole.

Time
The time period in question will also affect the price elasticity of demand.
For many goods and services, demand is more elastic in the long run than
in the short run because it takes time to respond to a price change. For 9
example, if the price of petrol rises relative to the price of diesel, it will take
time for motorists to respond because they will be ‘locked in’ to their existing
investment in petrol-engine cars.
In other circumstances, the response might be greater in the short run than
in the long run. A sudden rise in the price of petrol might cause motorists
to economise in its use for a few weeks before getting used to the price and
drifting back to their old motoring habits.
 CASE STUDY 2.1
Elasticity and tobacco taxation
Various studies have calculated the price elasticity of demand for cigarettes of different groups in society
such as the young and the old, and men and women.
A World Bank review concluded that price rises of about 10% would on average reduce tobacco consumption
by about 4% in richer countries. Smokers in poorer nations also tend to be more sensitive to price changes.
Reviewing 86 studies, Gallet and List found a mean price elasticity of −0.48, meaning that, on average,
a 10% increase in price will be followed by a decrease in consumption of 4.8%. They also found greater
responsiveness among younger people, with an average price elasticity of –1.43 for teenagers, –0.76 for young
adults, and –0.32 for adults. They found an average price sensitivity of –0.50 for men and –0.34 for women.
Studies have also tended to show greater price sensitivity among low-income groups.

Follow-up questions
1 Most of the elasticity statistics quoted above lie between zero and −1. Discuss the significance of this for
governments.
2 Suggest two reasons why adult smokers may be less responsive to a rise in the price of cigarettes than
teenage smokers.
2 Price determination in a competitive market

QUANTITATIVE SKILLS 2.1

Worked example: performing an elasticity calculation
People’s average incomes fall from £1,000 a week to £600 a week. As a result, demand for potatoes increases
from 1 million tonnes to 1.2 million tonnes a week. Calculate the income elasticity of demand for potatoes.
The formula for calculating income elasticity of demand is:
percentage change in quantity demanded
income elasticity of demand =
percentage change in income
The proportionate change in demand is + 20%. The proportionate change in income is –40%. Placing these
figures into the formula:
20%
income elasticity of demand = +
–40%
= –0.5
The minus sign indicates that the good is an inferior good. The number 0.5 indicates that demand is inelastic.

A simple rule for detecting whether demand is price

elastic or inelastic
As an alternative to using the formula to calculate price elasticity of demand
between two points on a demand curve, a simple rule can be used to
10 determine the general nature of the elasticity between the two points:
l if total consumer expenditure increases in response to a price fall, demand
is elastic
l if total consumer expenditure decreases in response to a price fall, demand
is inelastic
l if total consumer expenditure remains constant in response to a price fall,
demand is neither elastic nor inelastic, i.e. elasticity = unity (or since the
demand curve slopes downward, the elasticity is minus unity or –1)
l Consider for example Figure 2.5 below, which shows an elastic demand
curve D. At price P1, total; consumer expenditure is shown by the rectangle
Price
bounded by P1,a, Q1 and 0. When the price falls to P2, the consumer

2.2 Price, income and cross elasticities of demand

expenditure rectangle changes to the area bounded by P2, b, Q3 and 0.
a
P1 Clearly, the second of these rectangles is larger than the first rectangle, so
P2
b total consumer expenditure increases, following a fall in price, when the
Elastic demand curve is elastic.
demand
curve (D)

STUDY TIP
O Q1 Q2 Quantity Remember that elasticities are calculated by dividing the percentage
Figure 2.5 The effect of a price fall change in quantity demanded (or supplied) by the percentage change in the
on total consumer expenditure when variable that caused the change.
demand is elastic

●● Income elasticity of demand

The nature of income elasticity of demand — which measures how demand
KEY TERM responds to a change in income — depends on whether the good is a normal
income elasticity of demand good or an inferior good. Income elasticity of demand is always negative for
measures the extent to an inferior good and positive for a normal good. This is because the quantity
which the demand for a
demanded of an inferior good falls as income rises, whereas the quantity
good changes in response
demanded of a normal good rises with income.
to a change in income, it is
calculated by dividing the Normal goods can be further divided into superior goods or luxuries, for
percentage change in quantity which the income elasticity of demand is greater than +1, and basic goods,
demanded by the percentage with an income elasticity lying between 0 and +1. Although the quantity
change in income. demanded of a normal good always rises with income, it rises more than
proportionately for a superior good (such as a luxury car). Conversely, demand
for a basic good such as shoe polish rises at a slower rate than income.
The size and sign (positive or negative) of income elasticity of demand affects
how a good’s demand curve shifts following a change in income.

TEST YOURSELF 2.1

The income elasticity of demand for foreign holidays in the UK is +1.6.
What does this tell you about UK demand for foreign holidays?

●● Cross-elasticity of demand
Cross-elasticity of demand measures how the demand for one good
KEY TERM responds to changes in the price of another good. The cross-elasticity of
cross-elasticity of demand demand between two goods or services indicates the nature of the demand
measures the extent to
relationship between the goods. There are three possibilities: 11
which the demand for a good
l complementary goods (or joint demand)
changes in response to a
l substitutes (or competing demand)
change in the price of another
good, it is calculated by l an absence of any discernible demand relationship
dividing the percentage change Cars and petrol or diesel fuel, for example, are in joint demand. A significant
in quantity demanded by the
increase in fuel prices will have some effect on the demand for cars, though
percentage change in the price
the effect may not be great. By contrast, private car travel and bus travel are
of another good.
substitute goods. A significant increase in the cost of running a car will cause
some motorists to switch to public transport, provided its price does not rise
by a similar amount as well.
 As with the case with income elasticity of demand, the size and sign (positive
or negative) of cross elasticity of demand affects how a good’s demand curve
shifts following a change in the price of another good. For example, a cross
elasticity of demand of + 0.3 for bus travel with respect to the price of running
a car indicates that a 10 per cent increase in the cost of private motoring
KEY CONCEPT would cause the demand for bus travel to increase by just 3 per cent. For
Elasticity, a summary most demand relationships between two goods, cross elasticities of demand
Elasticity basically means are inelastic rather than elastic, both when the goods are in joint demand and
responsiveness. Demand when they are substitutes.
elasticities measure how
consumers respond to a
change in a good’s price, TEST YOURSELF 2.2
income, or the price of another The price of a gaming console for a particular games provider rises by
good. You should know the 30%. In subsequent years the demand for games cartridges for this
formulae for each type of system falls by 10%. What does this tell you about the cross-elasticity of
elasticity. demand between the two products?

2.3 The determinants of the

supply of goods and services
2 Price determination in a competitive market

●● Market supply
Normally when economists refer to supply, they mean market supply. Market
KEY TERM supply is the quantity of a good or service that all the firms or producers in
market supply the quantity of
the market plan to sell at different prices. By contrast, supply by a single firm
a good or service that all firms
plan to sell at given prices in a is the quantity that a particular firm within the market would like to sell.
given period of time. As with demand, the relationship between the two is simple. Market supply
is just the sum of the supply of all the firms or producers in the market at
different market prices.

●● The market supply curve

Price The market supply curve in Figure 2.6 illustrates the ‘law’ of supply, which
P2 Supply
states that as a good’s price rises, more is supplied. If the price starts off low,
for example at P1, firms are willing to supply Q1. But if the price rises to P2,
planned supply increases to Q2.
P1
The main reason for upward-sloping supply curves stems from the profit-
maximising objective which economists assume firms have. If we assume that
O Q1 Q2 Quantity a firm always aims to make the biggest possible profit, it follows that a firm
12 supplied per
will only want to supply more of a good if it is profitable so to do.
period of time
Figure 2.6 A market supply curve For a firm, profit is the difference between the sales revenue the firm receives
when selling the goods or services it produces and the costs of producing the
goods. Assuming firms do not change their size or scale, the cost of producing
extra units of a good generally increases as firms produce more of the good. As
KEY TERM
profit the difference between a result, it is unprofitable to produce and sell extra units of a good unless the
total sales revenue and total price rises to compensate for the extra cost of production. Rising prices will
costs of production. also encourage new firms to enter the market. The result is the upward-sloping
market supply curve shown in Figure 2.6.
Firms only want to supply more of a
good if it is profitable to do so

2.3 The determinants of the supply of goods and services

KEY TERM
revenue the money a
firm receives from selling
its output, calculated by
multiplying the price by the
quantity sold.

As with demand, the supply of a good varies according to the time period
being considered. Hence the words ‘Quantity supplied per period of time’
on the horizontal axis in Figure 2.6. In later diagrams, this is shortened to
‘Quantity’. But again, as with demand, remember that this is an abbreviation.

TEST YOURSELF 2.3

Having set the price of bread at £3 a loaf, bread shops bake 10 million
loaves which they then try to sell. However, 8 million of these loaves
remain unsold. What is likely to happen next in the bread market?

SYNOPTIC LINK
Microeconomic supply curves look very similar to aggregate supply curves
which are explained in Chapter 7. Don’t confuse the two.

●● Shifts of the supply curve

Earlier in the chapter, we saw that a market demand curve shows how much
all the consumers in the market plan to buy at different prices of the good,
assuming all the other factors that influence demand remain constant. These
‘other factors’ were called the conditions of demand and we explained how, if
any of them change, the demand curve shifts to a new position.
In exactly the same way, a market supply curve shows the quantities of the
13
good that all the firms in the market plan to supply at different possible prices,
assuming the conditions of supply remain unchanged. Again, if the ceteris
KEY TERM paribus assumption no longer holds, one or more of the conditions of supply
conditions of supply
change, and the supply curve shifts to a new position.
determinants of supply, other
than the good’s own price, that
fix the position of the supply
The conditions of supply
curve. The main conditions of supply are:
l costs of production, including
wage costs
 Price S2 raw material costs
S1
energy costs
costs of borrowing
P1 l technical progress
l taxes imposed on firms, such as VAT, excise duties and the business rate
l subsidies granted by the government to firms

As we have noted, if any of the conditions of supply change, the supply

curve shifts to a new position. As with demand, a rightward shift of supply
O Q2 Q1 Quantity
of goods
is known as an increase in supply, whereas a leftward shift is known as a
Figure 2.7 A leftward shift of the decrease in supply. An increase in wage costs, which for many firms are
supply curve the most important cost of production, shifts the supply curve leftward (or
upward). Firms reduce the quantity of the good they are prepared to supply
because production costs have risen. For example, when the price is P1 in
KEY TERMS Figure 2.7, a leftward shift of supply from S1 to S2 causes the quantity firms
increase in supply a are prepared to supply to fall from Q1 to Q2.
rightward shift of the supply
curve. Supply curves also tend to shift rightwards when technical progress
decrease in supply a leftward occurs, reducing production costs, or when firms enter the market.
shift of the supply curve. Conversely, the supply curve shifts leftward when costs rise or firms leave
the market.
2 Price determination in a competitive market

EXTENSION MATERIAL

How expenditure taxes and subsidies shift supply curves

A supply curve also shifts leftward (or upward) (a) Ad valorem or percentage tax (b) Specific or unit tax
when the government imposes an expenditure tax Price Price
such as customs and excise duties and VAT on Supply Supply
after after
firms. From a firm’s point of view, the tax is similar tax tax
to a rise in production costs. Firms try to pass the Supply Supply
before before
tax on to consumers by increasing the price of the tax tax
good. For this reason, expenditure taxes provide
examples of indirect taxes. The higher price
charged means consumers indirectly pay the tax,
even though the firms and not the consumers pay
O Quantity O Quantity
the tax to the government.
Figure 2.8 An expenditure tax shifting a supply curve
How the supply curve shifts depends on whether
the tax firms are forced to pay is an ad valorem tax Price Supply before
or a specific tax. In the case of an ad valorem tax such as VAT, which is levied subsidy
at the same percentage rate (e.g. 20%) on the price, the new supply curve is
Supply
steeper than the old supply curve. This is shown in Figure 2.8 (a). 20% of the after
price of a good priced at £1.00 without the tax is 20 pence. However, if the price subsidy
of good is £2.00, the government collects 40 pence of tax revenue for each unit
of the good sold. But in the case of a specific tax or unit tax, such as the excise
14 duty levied on tobacco, alcohol or petrol, the tax levied does not depend on the
good’s price. Because of this, the new and old supply curves are parallel to O Quantity
each other, separated, as Figure 2.8 (b) illustrates, by the size of the tax levied Figure 2.9 A specific or unit
on each unit of the good. When an indirect tax is imposed on a good the supply subsidy shifting a supply curve
curve shifts vertically upwards by the amount of the tax.
A subsidy given by the government to producers has the opposite effect to an expenditure tax, it shifts the
supply curve to the right. In the case of a specific subsidy, which is illustrated in Figure 2.9, the sum of money
paid to firms for each unit of the good produced is the same whatever the price of the good and hence the
vertical distance between the two supply curves equals the subsidy per unit. By contrast, the size of the subsidy
would vary if the subsidy were dependent on the price of the good.
EXTENSION MATERIAL

2.3 The determinants of the supply of goods and services

How the effect of an expenditure tax depends on
elasticity of demand
In Figure 2.8 an expenditure tax imposed by the government on firms Price
Excess supply S2
shifts the good’s supply curve leftward. From the point of view of the
firms that produce and sell the good, the tax has the same effect as a P1 + T S1
P2 Shifted incidence
rise in costs of production such as a rise in wage costs. As is the case P1 Unshifted incidence
with cost increases, by raising the price of the good to cover the tax, Demand
firms try to increase the price charged to customers by the full amount
of the tax. However, their ability to do this depends on price elasticity of T
demand.
Figure 2.10 shows that when demand is relatively elastic, consumer
O Q2 Q1 Quantity
resistance means that some but not all of a tax (in this case a specific
tax) is passed on to consumers as a price rise. The tax per unit Figure 2.10 Shifting the incidence of a
(labelled T in Figure 2.10) is measured by the vertical distance between tax when demand is price elastic
S1 (the supply curve before the tax was imposed) and S2 (the supply
curve after the tax was imposed). Immediately after the tax is imposed, firms may try to raise the price to P1 + T,
passing all the tax on to consumers. However, there is excess supply at this price. Via the market mechanism,
the price falls to P2, thereby eliminating the excess supply. In the new equilibrium, part, but not all, of the tax
has been passed onto consumers as a price rise.
The part of the tax passed on to consumers is called the shifted incidence of the tax. The rest of the tax (the
unshifted incidence) is borne by firms or producers. In Figure 2.10, the total tax revenue paid by firms to the
government is shown by the rectangle bounded by heavy black lines. The part of the tax rectangle above what
was the equilibrium price (P1) before the tax was imposed, shows the shifted incidence of the tax. The part of
the tax rectangle below P1 shows the unshifted incidence.
You should now draw diagrams similar to Figure 2.10, but with perfectly elastic, relatively inelastic and
completely inelastic demand curves. The diagrams will show that firms’ ability to pass the incidence of a tax on
to consumers as a price rise is greatest when demand is completely inelastic, and non-existent when demand
is perfectly elastic.
Students often confuse the effect of an increase in an indirect tax imposed on firms with the effect of a direct
tax such as income tax imposed on individuals. Whereas a tax imposed on firms shifts the supply curve of a
good, by reducing consumers’ incomes, income tax shifts the demand curve for a good. An increase in income
tax shifts the demand curve for normal goods leftward, but if the good is an inferior good, the demand curve
shifts rightward.
Finally, note that subsidies granted to firms have the opposite effect to taxes imposed them. Subsidies shift the
supply curve rightward or downward, showing that firms are prepared to supply more of the good at all prices.

KEY CONCEPT
Supply, a summary
Market supply is the total amount of a good or service that all the firms in 15
the market wish to sell at different possible prices. A market supply curve
usually slopes upward, showing that the higher its price, the more of the
good firms would like to sell. This is because higher profits can be made at
higher prices.
 2.4 Price elasticity of supply
In contrast to demand elasticities explained earlier in the chapter, there is only
KEY TERM one supply elasticity you need to know. This is price elasticity of supply,
price elasticity of supply
which measures how the supply of a good responds to an initial change in a
measures the extent to which
the supply for a good changes good’s price.
in response to a change in the The formula for price elasticity of supply is:
price of that good.
percentage change in quantity supplied
price elasticity of supply =
percentage change in price
Just as with demand curves, you must not confuse the slope of a supply curve
with its elasticity. Upward-sloping straight-line (linear) supply curves display
the following price elasticities:
l if the supply curve intersects the price axis, the curve is elastic at all points,
though elasticity falls towards unity moving from point to point up the
curve
l if the supply curve intersects the quantity axis, the curve is inelastic at all
points, though elasticity rises towards unity moving from point to point up
the curve
l if the supply curve passes through the origin, elasticity equals unity (+1) at
2 Price determination in a competitive market

all points on the curve

(a) Elastic supply (b) Inelastic supply (c) Unit elasticity of supply
Price Price Supply Price Supply
Supply

P2 P2
P1 P2

P1 P1

O Q1 Q2 Quantity O Q1 Q2 Quantity O Q1 Q2 Quantity

Figure 2.11 Price elasticity of supply and linear supply curves

(a) Perfectly elastic (b) Elastic supply (c) Unit elastic (d) Inelastic supply (e) Completely
supply supply inelastic supply
P P P P P
PES = 1 S
S
S S
PES > 1
PES = ∞ PES = 0
S PES < 1

16

O Q O Q O Q O Q O Q
Figure 2.12 The five linear supply curves you should know
STUDY TIP TEST YOURSELF 2.4

2.4 Price elasticity of supply

You should understand why If the price of a good with a price elasticity of supply of 2.5 increases by
price elasticity of supply is 10%, the quantity supplied will:
usually positive and why price A Fall by 25%
elasticity of demand is usually
negative. B Rise by 25%
C Fall by 40%
D Rise by 0.4%
Which is the correct answer, and why?

●● The factors determining price elasticity

of supply
The length of the production period
If firms can convert raw materials into finished goods very quickly (e.g. in
just a few hours or days), supply will tend be more elastic than when several
months are involved in production, as with many agricultural goods.

The availability of spare capacity

When a firm possesses spare capacity, and if labour and raw materials are
readily available, production can generally be increased quickly in the short
run.

The ease of accumulating stocks

When stocks of unsold finished goods are stored at low cost, firms can
respond quickly to a sudden increase in demand. Alternatively, firms can
respond to a price fall by diverting current production away from sales and
into stock accumulation. The ease with which stocks of raw materials or
components can be bought from outside suppliers and then stored has a
similar effect.

The ease of switching between alternative methods

of production
When firms can quickly alter the way they produce goods — for example,
by switching between the use of capital and labour — supply tends to
be more elastic than when there is little or no choice. In a similar way, if
firms produce a range of products and can switch raw materials, labour or
machines from one type of production to another, the supply of any one
product tends to be elastic.
17
The number of firms in the market and the ease of
entering the market
Generally, the more firms there are in the market, and the greater the ease
with which a firm can enter or leave, the greater the elasticity of supply.
 Time
Price S1 I have already noted that demand is more elastic in the long run than
S2
P2 X in the short run because it takes time to respond to a price change.
P3 Y S3 The same is true for supply. Figure 2.13 shows three supply curves of
P4 Z increasing elasticity, S1, S2 and S3, which illustrate respectively market
P1
W period supply, short-run supply and long-run supply.

D2 l Market period supply The market period supply curve S1 is shown

by a vertical line. S1 depicts the situation facing firms following a
D1
O Q1 Q2 Q3
sudden and unexpected rightward shift of demand from D1 to D2.
Quantity
When surprised by a sudden increase in demand, firms cannot
Figure 2.13 The effect of the time immediately increase output. In the market period, supply is
period upon price elasticity of supply
completely inelastic, and the price rises from P1 to P2 to eliminate the
excess demand brought about by the rightward shift of the demand
curve.
l Short-run supply The higher price means that higher profits can
be made, creating the incentive for firms to increase output. In the
short run, firms increase output by hiring more variable factors of
production such as labour. The short-run increase in output is shown
by the movement up the short-run supply curve, S2. The short-run
supply curve is more elastic than the market period supply curve, S1.
2 Price determination in a competitive market

In the short run, supply increases to Q2, and the price falls from P2 to
P 3.
l Long-run supply If firms believe the increase in demand will be long-
lasting, and not just a temporary phenomenon, they may increase the
scale of production by employing more capital and other factors of
production that are fixed in the short run, but variable in the long run.
STUDY TIP When this happens, firms move along the long-run supply curve S3.
You should understand why, Output rises to Q3, and the price falls once again, in this case to P4.
for most goods, both the
demand curve and the supply In a competitive industry with low or non-existent barriers to entry,
curve are more price elastic elasticity of supply is greater in the long run than in the short run,
in the long run than in the because in the long run firms can enter or leave the market. Short-run
short run. supply is less elastic because supply is restricted to the firms already in
the industry.

CASE STUDY 2.2 Table 2.1 Price elasticity of supply

in the housing market for different
Housing market elasticities in the UK countries
UK households have an income elasticity of demand for housing that
exceeds +1. However, demand for housing is price inelastic. These Country Price elasticity of supply
demand elasticities, combined with a low price elasticity of supply for Canada +1.2
housing, push the UK’s housing market towards long-term rising prices. UK +0.4
18
USA +2.0
New housing would need to have a price elasticity of supply of +10 for
France +0.3
supply to equal demand in the long term. But if the price elasticity of
supply for new housing remains low, as Table 2.1 shows, house prices USA +1.4
will never be stable in the UK when the demand for housing is increasing. Ireland +0.6

Follow-up questions
1 Suggest why the price elasticity of supply of new houses is lower in the UK than in the USA.
2 ‘New housing would need to have a price elasticity of supply of +10 for supply to equal demand in the long
term.’ Explain this statement.
 EXTENSION MATERIAL

2.4 Price elasticity of supply

A closer look at perfectly elastic demand and supply
Figure 2.14 shows a perfectly elastic
(a) Perfectly elastic demand (b) Perfectly elastic supply
demand curve and a perfectly elastic
Price Price
supply curve. (These can also be
labelled infinitely elastic demand and P2
infinitely elastic supply.) Although the
Demand Supply
two parts of Figure 2.14 appear to be P1 P1
PED = ∞ PES = ∞
identical (apart from the labels), this
is misleading. The apparent similarity P2
disguises a significant difference
between perfectly elastic demand
and perfectly elastic supply. In Figure
2.14 (a), demand is infinitely elastic O Quantity O Quantity
at all prices on or below the demand Figure 2.14 Perfectly price elastic demand and supply curves
curve, though if the price rises above
the demand curve (for example from
P1 to P2), the amount demanded immediately falls to zero. This is because perfect substitutes are available
when demand is perfectly price elastic. Customers cease to buy the good as soon as the price rises above the
demand curve, switching spending to the perfect substitutes whose prices have not changed.
By contrast, in Figure 2.14 (b), supply is infinitely elastic at all prices on or above the supply curve, though if the
price falls below the supply curve (for example from P1 to P2), the amount supplied immediately drops to zero.
P1 is the minimum price acceptable to firms. If they are paid this price (or any higher price), firms stay in the
market. The incentive to stay in the market disappears at any lower price and firms leave the market, unable to
make sufficient profit.

●● Shifts of and adjustments along, demand

and supply curves
As mentioned earlier in this chapter, the extent to which price or the quantity
bought and sold changes following a shift of demand or supply depends upon
the slope and elasticity of the curve that has not shifted. Figure 2.15 shows a
demand curve shifting rightward — along a gently sloping supply curve in (a)
and along a much more steeply sloping supply curve in (b). Prior to the shift
of demand, equilibrium occurs at point X in both (a) and (b). In each case,
the rightward shift of demand induces an adjustment along the supply curve
to a new equilibrium at point Z. With the elastic supply curve shown in (a),
the quantity adjustment is greater than the price adjustment. The reverse is
true in (b), where the supply curve is inelastic.
(a) (b)
Price Price 19
Supply

Supply
P2 Z
Z
P2
P1
X
P1
X
D2 D2
Figure 2.15 The adjustment to a D1 D1
new equilibrium following a shift of O Q1 Q2 Quantity O Q1 Q2 Quantity
demand of goods of goods
 STUDY TIP KEY CONCEPT
You should apply elasticity analysis when
Shifts of curves vs movements along curves
answering questions on the effects of
a shift of a demand or supply curve. Whenever a demand curve shifts, an adjustment or
The extent to which the good’s price movement takes place along the supply curve until a new
or equilibrium level of output changes equilibrium is achieved. Likewise, whenever a supply
depends on the price elasticity of the curve curve shifts, a movement takes place along the demand
that has not shifted. For example, when curve until a new equilibrium is achieved. It is important
the supply curve shifts leftwards, the price to understand that the elasticity of the curve which has not
elasticity of the demand curve determines shifted determines the extent to which price or quantity
the extent to which both the good’s price changes following the shift of the other curve. Figure 2.15
and quantity change. shows this.

2.5 The determination of

equilibrium market prices
●● Demand and supply curves in a
2 Price determination in a competitive market

competitive market
Price
Market supply We now bring together the market demand and market supply curves
explained earlier in the chapter to see how the equilibrium price is achieved
in a competitive market within the economy. The market we will look at is the
P* tomato market. Its essential features are shown in Figure 2.16.
The market demand curve in Figure 2.16 shows how many tomatoes all the
consumers in the market plan to purchase at different prices in a particular
Market demand period of time. The market supply curve shows how many tomatoes all the
O Q* Quantity farmers and firms in the market wish to supply at different prices in the same
Figure 2.16 Market equilibrium in the time period.
tomato market
The equilibrium price
The concepts of equilibrium and its opposite, disequilibrium, are important
in economic theory and analysis. You should think of equilibrium as a state
of rest or a state of balance between opposing forces. In a market, the opposing
KEY TERMS forces are supply and demand. Market equilibrium, which is shown in Figure
equilibrium a state of rest 2.16, occurs where the demand curve and the supply curve cross each other.
or balance between opposing At price P*, households plan to demand exactly the same quantity of tomatoes
forces. that firms plan to supply. P* therefore is the equilibrium price, with Q* being
disequilibrium a situation in the equilibrium quantity.
20 a market when there is excess
supply or excess demand. In summary:
market equilibrium when A market is in disequilibrium when:
planned demand equals l planned demand < planned supply, in which case the price falls, or when
planned supply in the market. l planned demand > planned supply, in which case the price rises.

A market is in equilibrium when:

l planned demand = planned supply, in which case the price does not
change.
 STUDY TIP

2.5 The determination of equilibrium market prices

It is important to understand the concepts of equilibrium and
disequilibrium in economics. You will come across many other examples
besides market equilibrium and disequilibrium explained in this chapter. In
your later studies, look out for macroeconomic equilibrium and balance of
payments equilibrium.

●● Disequilibrium in a market
Price S It is impossible at most prices for both households and firms to simultaneously
Excess supply
P1
fulfil their market plans. In Figure 2.17, P1 is a disequilibrium price for
tomatoes because the tomato growers and sellers cannot fulfil their plans at
P*
this price. When price is P1 in Figure 2.17, firms would like to supply Q2, but
households are only willing to purchase Q1.
P2
Excess demand
D
To explain this further, it is useful to divide the market into two ‘sides’ — the
O Q1 Q* Q2 Quantity short side and the long side. When the price is P1, households, or the people
Figure 2.17 Disequilibrium and wishing to buy tomatoes, are on the short side of the market, while tomato
equilibrium in the tomato market producers are on the long side. The economic agents on the short side can
always fulfil their market plans, but those on the long side cannot. Thus, when
the price is P1, households can purchase exactly the quantity of tomatoes they
wish to, namely Q1. Farmers and other tomato producers, however, are in a
different situation. They would like to sell Q2, but can only sell Q1, as long as
the price remains at P1. The difference between Q2 and Q1 is excess supply or
KEY TERM unsold stock.
excess supply when firms
wish to sell more than
The market is also in disequilibrium at price P2, because households are
consumers wish to buy, with
unable to buy as much as they wish to at this price. Households would like
the price above the equilibrium
price. to buy Q2 of tomatoes, but they can’t, because at this price tomato producers
are only willing to supply Q1. The situation is now reversed compared to P1.
excess demand when
Tomato buyers are on the long side of the market and farmers and tomato
consumers wish to buy more
than firms wish to sell, with sellers are on the short side. In this case, the difference between Q2 and Q1
the price below the equilibrium is excess demand or unfulfilled demand. Households end up buying Q1 of
price. tomatoes because this is the maximum quantity tomato producers are prepared
to sell at this price.

TEST YOURSELF 2.5 ACTIVITY

The equilibrium price for centre court tickets at Look for a major sports event or a rock concert
Wimbledon to watch the men’s tennis final is £5,000. due to take place in the near future. Research
The Lawn Tennis Association sells these tickets for the media to find out whether a ‘black market’
£100. What do think will happen in the second-hand has emerged for tickets for the event. Analyse
21
market for tickets to watch the tennis match? your findings.

SYNOPTIC LINK
Two examples of equilibrium and disequilibrium in macroeconomics are
macroeconomic equilibrium and balance of payments equilibrium. Look
out for these in Chapters 7 and 8.
 QUANTITATIVE SKILLS 2.2
Worked example: calculating the equilibrium price of a good
Table 2.2 shows the demand and supply schedules for chocolate bars.
Table 2.2
Price per bar (£) Quantity of bars demanded per week Quantity of bars supplied per week
0.75 180 240
0.70 200 200
0.65 220 160
0.60 240 120

As a result of a fall in the price of cocoa beans, the supply of chocolate bars rises by 60 bars at all prices. What is
the new equilibrium price of chocolate bars?
According to the table the initial equilibrium price of chocolate bars is 70 pence, at which demand and supply are
equal at 200 chocolate bars. If 60 more chocolate bars are supplied at each price, following the fall in the cost
of manufacturing the bars, 300 bars are supplied at a price of 75 pence, 260 bars at a price of 70 pence, and 220
bars at a price of 65 pence. This is the new equilibrium price.Demand equals supply at 220 bars at this price. The
supply curve has shifted upward by 60 at each price.
2 Price determination in a competitive market

EXTENSION MATERIAL

Incentives to change
We shall now introduce an important assumption about economic behaviour which recurs throughout economic
theory and analysis. This is the assumption that whenever an economic agent, such as a household or firm,
fails to fulfil its market plans, it has an incentive to change its market behaviour. When excess supply exists
in the market (as at P1 in the tomato market, Figure 2.18), the market mechanism or price mechanism swings
into action to get rid of unsold stocks. This moves the market towards equilibrium. Economists assume that
firms react to stocks of unsold goods by accepting a lower price. Eventually the price falls until the amount that
households wish to buy equals exactly the quantity that firms are prepared to supply. In the tomato market,
equilibrium is reached at price P*.
In the case of excess demand, it is useful to divide households into two groups of customers. In the tomato
market, the first group, depicted by the distance from O to Q1, are lucky customers who buy the good at price P1
before the available quantity runs out. By contrast, unlucky households, shown by the distance from Q1 to Q2,
cannot buy the good at P1, possibly because they turned up too late. However, in order to be able to purchase
the good, unlucky consumers bid up the price until, once again, equilibrium is reached at P*.
The equilibrium price, P*, is the only price which satisfies both households and firms. Consequently, once
this price is reached, neither group has reason to change their market plans. At P*, planned demand equals
planned supply and the market clears.

22 STUDY TIP
Many students never really get to grips with microeconomic analysis
because they fail to understand the difference between market plans and
market action. Your market plans are what you want to do when you go
shopping. Your market action is what you end up doing.
 How a shift of supply disturbs market equilibrium

2.5 The determination of equilibrium market prices

Once supply equals demand in a market, for example at point X in Figure
2.18, the market remains in equilibrium until an external event hits the
market and causes either the market supply curve or the market demand
curve to shift to a new position.
Price
S1
Figure 2.18 illustrates what happens in the tomato market when an event such
S2 as a bumper harvest causes the supply curve of tomatoes to shift rightward,
Excess from S1 to S2. Before the shift of the supply curve, P1 was the equilibrium
X supply
P1 V price of tomatoes. However, once the supply curve shifts, P1 becomes a
Z disequilibrium price. Too many tomatoes are offered for sale at this price,
P2 which means there is excess supply in the market. The excess supply is shown
D by the distance Q2 minus Q1.
O Q1 Q3 Q2 Quantity To get rid of this unsold stock, tomato producers reduce the price they are
Figure 2.18 The effect of a rightward
prepared to accept. The market price falls from P1 to P2, which eliminates
shift of the market supply curve of the excess supply. In the new equilibrium, planned supply once again equals
tomatoes planned demand, but at the lower equilibrium price of P2.

STUDY TIP
Make sure you can distinguish between a shift of a supply or demand
curve, and the adjustment to a new equilibrium along the curve that does
not shift.

●● How a shift of demand disturbs market

equilibrium
Figure 2.19 shows what happens in the market for tomatoes following an
increase in consumers’ incomes. Tomatoes are usually considered a normal
good: that is, a good for which demand increases as income increases. Before
Price the increase in consumers’ incomes, the equilibrium price of tomatoes was
S
J
P1, determined at the intersection of curves D1 and S. At this price, planned
P2 demand equals planned supply. However, increased incomes shift the market
H Excess K
demand curve rightward from D1 to D2. Immediately, disequilibrium replaces
P1
demand equilibrium in the market. The rightward shift of demand creates excess
demand in the market, as long as the price remains at P1. Excess demand is
D2 shown by Q2 minus Q1, or the distance between H and K.
D1
The market adjustment mechanism now swings into action to get rid of the
O Q1 Q3 Q2 Quantity excess demand. The price increases to P2 to eliminate the excess demand,
Figure 2.19 The effect of a rightward and the quantity of tomatoes bought and sold rises to Q3. In response to the
shift of the market demand curve for increase in demand from H to K, there is a movement along the supply curve 23
tomatoes between H and J (an extension of supply) to establish the new equilibrium.

TEST YOURSELF 2.6

There are 30 million customers and 1 million firms producing the good in a
particular market in the UK. Explain why you would classify this market as
being competitive or uncompetitive.
 KEY CONCEPT
Equilibrium and disequilibrium in a market
A market is in equilibrium when demand equals supply and the demand curve crosses the supply curve. In
this situation there is no excess demand or excess supply in the market. Unless some event disturbs the
equilibrium, there is no reason for the price to change.
Disequilibrium exists at any price other than the equilibrium price. When the market is in disequilibrium,
either excess demand or excess supply exists in the market. Excess demand causes the price to rise until a
new equilibrium is established. Conversely, excess supply causes the market price to fall until equilibrium is
achieved.

CASE STUDY 2.3

To do with the price of fish
For a market to be competitive, buyers and sellers need accurate information about supply and demand.
Before the use of mobile phones, fishermen in southern India lacked information about prices being charged
for newly caught fish in other fishing villages along the coast. This lack of information led to small, separated
and relatively uncompetitive fish markets.
If a fisherman made a good catch, other fishermen operating out of his home port and fishing in the same
area would also catch a lot of fish. So when all the fishing vessels sailed back home, fish prices in the local
2 Price determination in a competitive market

village fish market would slump because of excess supply.

One possibility was to sail down the coast after the catch was made, in the hope that in other villages fish
catches were smaller and prices were therefore better. But, because of high fuel prices and uncertainty
about what might be happening elsewhere, fishermen generally chose to return to their own village. This was
wasteful because oversupply led to fish being thrown away, even though they might have been sold in more
distant fish markets. Another result was there were wide variations in fish prices in different fishing villages.
However, after mobile phones came to southern India, fishermen were able to call markets all along the
coast while they were still at sea to find out where prices were highest. They were then more confident about
selling their fish further afield, despite the fuel costs. The number of unsold fish thrown back into the sea fell
dramatically. Fish prices also fell. The ‘law of one price’ was operating — there now being a single price along
the coast for more or less identical fish. By improving the exchange of information between fishermen, mobile
phone technology has therefore contributed to the growth of a larger and much more competitive market.

Follow-up questions
1 Explain how the case study illustrates how better information on the part of buyers or sellers improves the
way a market functions.
2 Name two UK markets that have been made more competitive as a result of the growing use of mobile
phones.

24 CASE STUDY 2.4

Auctions
In theory, an auction provides a quick and efficient method of establishing equilibrium in a market. Auctions
have been brought into many people’s everyday lives through sites such as eBay. But they also have a long
history spanning many different domains. For example, the US government uses auctions to sell Treasury
bills and timber and oil leases, Christie’s and Sotheby’s use them to sell art, and Morrell & Co. and the
Chicago Wine Company use them to sell wine.
Each bidder has an intrinsic value for the item being auctioned — he or she is willing to purchase the item for

2.6 The interrelationship between markets

a price up to this value, but not for any higher price.
Three types of auction at which a single item is sold are:
1 Ascending-bid auctions, also called English auctions. The seller gradually raises the price, bidders drop out
until only one bidder remains, and that bidder wins the object at this final price.
2 Descending-bid auctions, also called Dutch auctions. The seller gradually lowers the price from a high initial
value until the first moment when a bidder accepts and pays the current price. These auctions are called
Dutch auctions because flowers have long been sold in the Netherlands using this procedure.
3 First-price sealed-bid auctions. In this kind of auction, bidders submit simultaneous ‘sealed bids’ to the
seller. The terminology comes from the original format for such auctions, in which bids were written down
and provided in sealed envelopes to the seller, who would open them all together. The highest bidder wins
the object and pays the value of her bid.

Follow-up questions
1 eBay is the best-known and the largest internet-based auction. Give your views on the advantages and
disadvantages of trading goods on eBay.
2 Explain how the use of the internet has affected the costs consumers incur when searching for goods they
want to buy.

TEST YOURSELF 2.7 ACTIVITY

Describe how auctions on Watch an auction taking place on television, for example a house-price
eBay take place. or antiques auction. Write a short report on the events taking place. (You
may have to record the programme or do the activity in your holidays, as
this type of programme tends to be broadcast during school hours.)

2.6 The interrelationship

between markets
So far in this chapter we have looked at how the price mechanism operates in
a competitive market. We have seen how shifts of either the demand or supply
curve for the good disturb market equilibrium and trigger an adjustment
process to establish a new equilibrium.
Shifts of curves are often caused by events taking place in other markets in the
economy. They can be caused by a change of price of a good in joint supply,
or on the demand side, by a change in price of a good in joint demand, a
substitute good, a good in composite demand, or a good in derived demand.

●● Joint supply and competing supply 25

Joint supply occurs when production of one good leads to the supply of a
KEY TERMS by-product. Suppose, for example, that the demand for beef increases, possibly
joint supply when one good is
because of rising incomes in developing countries. The slaughter of more cows
produced, another good is also
produced from the same raw
to meet this demand leads to production of more cow hides, which increases
materials. the supply of leather. The interrelationship between the beef and leather
markets is shown in Figure 2.20. Note that the price of beef rises following
the rightward shift of the demand curve for beef, but the price of leather falls
 following the rightward shift of the supply curve of leather. A rise in the price
of the first good leads to a shift of the supply curve of the other good in
joint supply. In this example, beef is the main product and leather is the by-
product, though the relationship could be reversed.
The market for beef The market for leather
Price Price S1
S S2

P2
P1
P1
P2

Figure 2.20 The interrelationship D1 D2 D

between two goods in joint supply
O Q1 Q2 Quantity O Q2 Q1 Quantity

Now consider what happens if two goods are in competing supply rather
KEY TERM
than in joint supply. The relationship between food and biofuel provides a
competing supply when raw
materials are used to produce topical example. Increased demand for biofuels such as ethanol has diverted
one good they cannot be used crop growing away from food supply to the supply of fuel for motor vehicles.
2 Price determination in a competitive market

to produce another good. Because farmers producing crops such as wheat, maize and sugar can earn a
higher price by selling their produce to energy companies, the supply curve of
crops for food is shifting leftward. We will leave it to you to draw appropriate
diagrams to illustrate competing supply, and the four demand relationships
between markets explained below.

STUDY TIP
Think how you could use a production possibility curve diagram to
illustrate how competing supply involves switching productive resources
between different forms of production.

CASE STUDY 2.5

Competing supply: biofuels and food
Record-breaking food prices in 2011 led experts to warn of the danger of a global food crisis. Many factors
contributed to the price rise, but the growth in production of biofuels was one of the most important. About
40% of US maize production goes into biofuels. In 2011, 18% of biofuels used in the UK were made from wheat
and maize that are staple foods in the developing world. Yet just a year earlier, the UK hardly used either of
these for making biofuel.
26
Increased demand for biofuels inevitably drives food prices higher. And biofuel use is set to grow. Less food is
grown as biofuel production increases.

Follow-up questions
1 Explain how diverting crop production to meet the demand for biofuel is affecting world poverty.
2 Explain two causes, other than increased biofuel production, of recent increases in food prices.
 ●● Goods in joint demand and substitute

2.6 The interrelationship between markets

goods
An increase in the price of a good in joint demand (or a complementary
KEY TERMS good) has the opposite effect to an increase in the price of a substitute good
complementary good a good
(or a good in competing demand). For example, Sony games consoles and
in joint demand, or a good
which is demanded at the Sony games cartridges are in joint demand, but Sony and Xbox consoles are
same time as the other good. in competing demand, so are substitute goods. Following a significant rise in
the price of Sony consoles, demand for them falls, which in turn reduces the
substitute good a good in
competing demand, namely demand for Sony games cartridges. The demand curve for Sony cartridges
a good which can be used in shifts leftward. But the demand curve for Xbox consoles shifts rightward,
place of the other good. assuming that consumers consider an Xbox console to be a good substitute for
a Sony console.

●● Composite demand and derived demand

Students often confuse competing demand, which occurs in the case of
KEY TERMS substitutes, with composite demand and derived demand. Composite
composite demand demand demand is demand for a good which has more than one use. An increase
for a good which has more
in demand for one use of the good reduces the supply of the good for an
than one use.
alternative use; for example, if more wheat is used for biofuel, less is available
derived demand demand for a for food, unless wheat growing increases. By contrast, derived demand for a
good which is an input into the
good occurs when a good is necessary for the production of other goods. The
production of another good.
demand for capital goods such as machinery and raw materials is derived from
the demand for consumer goods or finished goods. If the demand for cars falls,
so does the demand for engines and gear boxes.

CASE STUDY 2.6

Digital downloads replace CDs and DVDs
In 2000, when the first MP3 players were hitting the market, no-one anticipated that sales of music downloads
would overtake CD and DVD sales. Even when the iTunes store opened in 2003, Apple was only vying for a
small market share.
In 2012 sales of downloaded music overtook CD sales, reaching 55.9% of sales. Download sales went up
9.1% in 2012 while CD sales decreased by 10%, though music sales in general increased 3% after a decade of
consistent decline.
What are we giving up by adopting the new technology? Booklets, posters and CDs we can hold in our
hands, plus music quality (a CD holds far more information than an MP3 file). What are we gaining? Instant
satisfaction, convenience, and mobile purchasing power. The debate is similar to that which accompanied the
move from vinyl records to CDs a few decades ago.
As sales have moved online, music retail giants like HMV have closed. Now it seems that CDs could be phased 27
out. How will our ways of consuming music evolve as time goes on?

Follow-up questions
1 Over the last 50 years, demand for recorded music has switched from vinyl records to CDs and then to
downloads. Explain two reasons for these changes in demand.
2 How would you describe the demand relationship between CDs and MP3 files?
 TEST YOURSELF 2.8
A farmer sells 100 sheep at a price of £20 per sheep. What is the farmer’s
total revenue and why is this not the same as the farmer’s profit?

EXTENSION MATERIAL

Interrelated markets and cross-elasticity of demand

Complementary goods, such as computer games consoles and cartridges, have negative cross-elasticities of
demand. A rise in the price of one good leads to a fall in demand for the other good.
By contrast, the cross-elasticity of demand between two goods which are substitutes for each other is positive.
A rise in the price of one good causes demand to switch to the substitute good whose price has not risen.
Demand for the substitute good increases.
If we select two goods at random — for example, pencils and bicycles — the cross-elasticity of demand
between the two goods will be zero. When there is no discernible demand relationship between two goods, a
rise in the price of one good will have no measurable effect upon the demand for the other.

2.7 Applications of demand and

supply analysis to particular
2 Price determination in a competitive market

markets
This chapter has explained how a market for a good or service operates and
how markets interrelate with each other. We now apply this analysis to a
number of real world markets on how a market functions such as: agricultural
markets, commodity markets for raw materials and energy, the market for
second-hand cars, housing markets and markets for healthcare.

●● Why prices are often unstable in

agricultural markets
In recent history, agricultural markets for foodstuffs and primary products
such as rubber have experienced two closely related problems:
l Until recently, there was a long-run trend for agricultural prices to fall
relative to those of manufactured goods.
l Prices have fluctuated considerably from year to year.

Agricultural markets are prone to disequilibrium and random shifts of the

supply curve from year to year, caused by climatic factors. This leads to
28
unacceptable fluctuations in agricultural prices that, as Chapter 5 explains,
may require government intervention to stabilise the price.

The long-run fall in agricultural prices

The long-run downward trend can be explained by shifts of the demand and
supply curves for agricultural products over extended periods of time. This is
shown in Figure 2.21, where the equilibrium price for an agricultural product
in an early historical period is P1. Over time, both the demand and supply
curves have shifted rightward. The shift in the demand curve was caused for
 Price
Historical Historical Current

2.7 Applications of demand and supply analysis to particular markets

demand supply supply Price
curve curve curve ‘Bad harvest’
supply curve
‘Good harvest’
P1 S2 supply curve
P2
S1
Range Shifts of supply
of price
P2 volatility

Current P1
demand
curve Demand
O Q1 Q2 Quantity O Quantity
Figure 2.21 The long-run fall in the prices Figure 2.22 Fluctuating agricultural prices caused by
of agricultural products shifts of supply

example by rising incomes and population growth, while improved methods

of farming increased supply. But for many farm products this shift of supply
has greatly exceeded the shift of demand, resulting in a fall to the lower
equilibrium price P2.
Since the global recession ended in 2009, we might be seeing the beginning of
a long-run trend for food price rises. Can you think of reasons why this might
be happening?

Short-run fluctuations in agricultural prices

Figure 2.22 provides an explanation of fluctuating farm prices. In the diagram,
STUDY TIP price volatility is caused by random shifts of the short-run supply curve in
Make sure you understand
response to fluctuations in the harvest. Figure 2.22 shows two short-run
the different ways in which
governments can intervene in
supply curves: a ‘good harvest’ supply curve, S1, and a ‘bad harvest’ supply
agricultural and commodity curve, S2. Weather conditions and other factors outside farmers’ control shift
markets to try to stabilise the position of the supply curve from year to year between the limits set by S1
prices. and S2. As a result, market prices fluctuate from year to year within the range
of P1 to P2.

●● Commodity markets
The importance of speculative demand
Farm products are not the only goods whose prices fluctuate from year to year.
The same is true for many primary products, especially metals such as copper
and nickel. Part of the reason for this stems from the fact that it takes years
to open new mines, with the result that sudden increases in demand cannot
easily be met from supply.
29
Another reason is speculation. Many of the organisations that buy and sell
commodities such as copper never intend to use the metal, or indeed to take
delivery of the product. When speculators think the price of copper is going
to rise, probably in conditions of increasing global demand and limited supply,
they step into the market and buy copper. If speculative demand is large
enough, the speculators themselves force the price up. In these circumstances,
higher future prices become self-fulfilling. In a similar way, when speculators
start to sell in the belief that copper prices are going to fall, the act of
speculative selling forces down the price of copper.
 CASE STUDY 2.7
Speculative demand and metal prices
Speculative demand has become increasingly important in driving up or down the prices of commodities
such as copper and nickel. Mass buying or selling by international speculators is one of the factors causing
commodity prices to be extremely volatile.
In 2011, the House of Commons Select Committee on Science and Technology became concerned by reports of
financial institutions entering commodity markets and buying up significant quantities of strategic metals. The
committee recommended that the UK government investigate
• whether there are increasing levels of speculation in the metals markets
• the contribution of these to price volatility
• whether markets that allow high levels of speculation, with associated price volatility, are an acceptable way
to deliver strategic commodities to end users
Follow up questions
1 What is meant by speculation?
2 Draw a supply and demand diagram to illustrate the effect of speculative demand on the price of a
commodity such as copper.

The commodity price cycle

Global commodity prices move in long cycles or super cycles that last typically
2 Price determination in a competitive market

for 20–30 years. Between 1980 and 2000, there was a declining price trend,
which reversed at the turn of the millennium (Figure 2.23). After 2008, there
was a significant fall in commodity prices, which all but destroyed the earlier
price increases.
The boom in commodity prices between 2004 and 2008 was caused by two
factors: declining supply and increasing demand. The declining supply was
caused by the earlier fall in commodity prices. Mining companies stopped
investing on a large scale, and this put production under heavy pressure. The
supply decline became evident when demand for commodities started picking
up after 2000, with a huge spike in demand from emerging markets, especially
China. At the time, China’s economy was growing by more than 12% annually,
much faster than the developed world.
Index

100

80

30 60

40

Figure 2.23 The index of world

commodity prices, 1985-2013 20
1990 1995 2000 2005 2010

Although China’s growth slowed down immediately after the 2008 global
financial crisis, the growth rate remained above 7% at all times – still a
 multiple of European and North American growth rates. Commodity prices fell
in the aftermath of global recession, but, even at their lowest, prices were still

2.7 Applications of demand and supply analysis to particular markets

far above the levels recorded at the turn of the century. In 2013 and 2014, with
commodity prices once again growing, market analysts were optimistic that a
new multi-year price rally had begun. If so, China has once again triggered the
rise.
In the boom years of the early 2000s, China’s investment in building
infrastructure increased the demand for raw materials and energy, and hence
their prices. If a second commodity price boom has now begun, the Chinese
consumer will be a main contributor. In 2013, a Chinese employee earned
close to 25,000 Yuan per year, or about US$ 4,200, compared to 8,500 Yuan
per year, or about US$1,400, in 2004. This is still negligible compared to
Western wages, but is a fourfold increase of disposable income in less than 10
years. It translates directly into Chinese consumer behaviour. The Chinese are
spending like never before on goods which have to be produced using scarce
commodities.

CASE STUDY 2.8

OPEC and the price of crude oil
The world price of crude oil has risen rapidly in recent years, though in real terms it is not as high as it was
around 1980. Part of the reason for high oil prices lies in the activities of OPEC, the Organization of Petroleum
Exporting Countries.
OPEC was created in 1960 to protect the interests of oil-producing countries, in response to the efforts of
Western oil companies to drive oil prices down. It allows oil-producing countries to guarantee their income by
coordinating policies and prices.
Before recent discoveries of new oil resources, two-thirds of world oil reserves were believed to be located in
OPEC countries and OPEC members were responsible for half of the world’s oil exports.
OPEC’s aim has been to keep crude oil prices within a particular range. OPEC countries attempt to control
the amount of crude oil they export and avoid flooding or squeezing the international marketplace. But the oil
market is notoriously difficult to balance, as demonstrated by sharp price swings in the years since OPEC was
set up. OPEC members do not necessarily have identical interests, and often find it difficult to agree on their
price and output strategies:
• Countries such as Saudi Arabia are completely reliant on income from oil. Their long-term interest is to
prevent oil prices rising too high, as this would speed up research in industrialised countries for alternative
fuels.
• Other producers such as Dubai realise that they must diversify their economies before oil runs out. They are
using oil revenues to finance the growth of other industries, particularly financial services and tourism.
• Other OPEC members, such as Nigeria, have a short-term interest in keeping oil prices as high as possible
to finance the lifestyle of ruling elites.
In the early 2000s, the price range of crude oil was between about $25 and $30 a barrel, rising to between
about $55 and $65 a barrel. The fact that by late 2007, crude oil’s price had risen to over $90 a barrel, with
occasional spikes to over $100, shows that OPEC has not been completely successful in controlling it. 31

OPEC’s method of controlling the price of crude oil by altering the rate at which its members release or
supply oil on to the market is an example of a retention scheme. It operates through shifting the supply curve
of a product rather than through purchasing a stockpile of the good.

Follow up questions
1 With the help of a supply and demand diagram, explain why in a free market the price of oil might be highly
volatile.
2 Why can’t OPEC completely control the world price of oil?
 ●● Markets for second-hand cars
A car is a consumer-durable good, delivering a constant stream of consumer
services throughout its life. Provided it is properly looked after and escapes
a serious crash, a new car typically lasts about 15 years. However, unlike a
house, which is the ultimate consumer durable good (with a much longer
life than that of a person living in it), almost all new cars lose value or
depreciate as soon as they have been driven off the showroom forecourt.
This means that the prices of most second-hand cars fall throughout their
lives.
At any time, the prices of second-hand cars depend on whether there has
been excess supply or excess demand in the market for used cars. When
the economy booms, demand for new cars is high, and a constant supply
of second-hand cars is released onto the market as new-car owners replace
their cars. In these conditions, excess supply may mean that second-
hand car prices fall, relative to the prices of new cars. However, this is not
inevitable, as a strong economy may also boost the demand for second-hand
cars.
Likewise, in a recessionary period, new-car owners may hang on to their
cars for longer before they sell them – which decreases the supply of second-
hand cars – and/or the demand for second-hand cars may fall because
2 Price determination in a competitive market

people cannot afford them. There are all sorts of possibilities. Other factors
to consider are: is a new car a ‘superior good’ and a second-hand car an
‘inferior good’?; and are some second-hand cars ‘superior goods’ whereas
others are ‘inferior goods’?

Akerlof’s ‘lemons’
Another factor affecting the price of second-hand cars was first identified
by George Akerlof, who was awarded the Nobel prize in economics for his
research. Akerlof assumed that some second-hand cars have significant
defects (he called these cars ‘lemons’), whereas others are of high quality. If
buyers could tell which cars are lemons and which are not, there would be
two separate markets: a market for lemons and a market for high-quality
cars. But there is often asymmetric information: buyers cannot tell which
cars are lemons, but, of course, sellers know.
Fearing they will be buying lemons, car buyers in general offer lower prices
than they would if they were certain they were buying high-quality cars.
This lower price for all used cars discourages sellers of high-quality cars.
Although some would be willing to sell their cars at the price that buyers of
high-quality used cars would be willing to pay, they are not willing to sell
at the lower price that reflects the risk that the buyer may end up with a
32 lemon. Thus, exchanges that could benefit both buyer and seller fail to take
place and market failure results. (See Chapter 5.)
CASE STUDY 2.9

2.7 Applications of demand and supply analysis to particular markets

Second-hand car prices in the recession
In 2009, in the middle of the recession which hit the UK economy, a Rolls-Royce limousine was auctioned in
London. The car was only 2 years old, but it looked as good as a new model costing £270,000. Within a minute,
it was sold for £140,000. All the cars that followed, including Mercedes and BMWs, also suffered the indignity
of a collapse in used-car prices.
In 2009, sales of new luxury cars were significantly lower than in the boom years before the recession. Car
manufacturers responded by closing factories, at least for short periods. The lack of readily available finance
reduced the demand for luxury cars. Many car buyers traded down to purchase less expensive cars, or kept
the cars they already owned. Some manufacturers offered discounts and incentives averaging more than
£15,000 a car to attract buyers. With such big discounts available on new models, people expect to pay even
less for second-hand ones. Second-hand prices did not improve until the surplus of new and used cars had
been eliminated.

Follow up questions
1 How might recovery from recession affect new car prices?
2 ‘A new Rolls Royce car is a superior good, but a 15-year-old Ford car is an inferior good.’ Explain this
statement.

●● The housing market

The long-run rise in prices
There has been a long-run trend for house prices to rise in the UK, ignoring
short-run booms and busts. Both the demand for and the supply of housing
have increased (or shifted rightward), but unlike the case of agricultural
goods described earlier, demand has increased faster.
Supply has increased because the quantity of new houses
added to the housing stock each year exceeds the number
demolished or converted to other uses. The supply of
housing for owner-occupancy increases fastest when
landlords withdraw from the rental market and sell
There has been a long- their properties. If, as in recent years, housing-market
run trend for house
prices to rise in the UK
conditions are more favourable for private letting, the
reverse happens. The main causes of the long-run
rightward shift of demand have been: population
growth, growth in the number of households, and
real income growth. Also, until quite recently, people
were switching to owner-occupancy, which they
treat as a superior good (income elasticity of demand
> +1) and away from the perceived inferior substitute, 33
rented accommodation. This has now reversed and, as
Figure 2.24 shows, rented accommodation has grown
and owner-occupancy has fallen.
 4 …however
betweeen 2001
and 2011 first
fall in ownership
3 …and by 1971
equal % owning over the century
2 …but from 1953 and renting…
1 In 1918… owning started to 69%
64%
majority of increase faster
households than previously… 50%
rented…

23%

1918 1939 1953 1961 1971 1981 1991 2001 2011

Renting

31%
36%

50%

Figure 2.24 Changes in the

2 Price determination in a competitive market

proportion of UK homes owned or 77%

Source: ONS
rented by their occupiers, 1918–2011

The level of activity in the national economy also affects the construction
industry. Since the 1970s, the house-building industry has become dominated
by a small number of ‘volume’ builders. They buy land and hold it in a ‘land
bank’. Houses are only built when the company expects to sell them during
or shortly after construction. The process tends to be speculative — very few
houses are built to meet customers’ specific requirements. The construction
process itself is sometimes contracted out to smaller builders, who depend on
hired equipment and employ casual labour. In recessions or economic slow-
downs, there is often a high level of bankruptcy among smaller subcontractors,
and many building workers become unemployed.
Price of
housing
S1 Short-run fluctuations in house prices
P2 Short-run price fluctuations are explained primarily by the short-run demand
curve shifting rightwards or leftwards along the near-vertical short-run supply
curve. Figure 2.25 shows the demand curve increasing, shifting rightwards
from D1 to D2, causing house prices to rise from P1 to P2, with a smaller
P1
resulting expansion of supply.
D1 D2 In the short run, as Figure 2.25 shows, the supply of housing is price inelastic or
34
O Q1 Q2 Quantity unresponsive to price changes. The factors that explain this include: the general
of housing shortage of land, the effect of planning controls that make it difficult to convert
Figure 2.25 Short-run changes in the land from other uses, and the length of time taken to build a new house.
demand for housing
The demand for housing
As with all consumer goods, people demand housing for the utility or welfare
derived from the consumer services that it provides. All houses provide
basic shelter, but they each have a particular combination of other consumer
attributes, such as location, view, garden, car parking and rooms suitable for
work, leisure and hospitality.
 The demand for housing is also affected by a number of special factors.
Housing is a consumer durable good, delivering a stream of consumer services

2.7 Applications of demand and supply analysis to particular markets

over a long period, often a century or more. Unlike most durable goods, such
as cars and television sets, which lose value during their lives, most houses —
or certainly the land on which they are built —gain value. This means that the
demand for housing is determined not only by people’s need for shelter, but
by the fact it is a form of investment. Housing is an attractive wealth asset —
indeed, the main wealth asset owned by many UK residents.
As a result, far from reducing demand, a rise in house prices can trigger a
speculative bubble in the housing market. Rising prices drive up demand,
causing a further rise in prices, with the process continuing until the bubble
bursts. Owner-occupiers already on the ‘housing ladder’ have a vested interest
in further price rises. They become wealthier because the value of their
property rises but the value of their mortgages stays the same. They benefit
from capital gains — the difference between the price paid for the house and
its current higher market value.
In this situation, there is an increase in the number of first-time buyers, as
young people, desperate to get on the housing ladder, try to buy houses before
they become unaffordable. Existing owner-occupiers put their houses on the
market and ‘trade up’ to buy larger properties or houses in more desirable
locations. Both these events shift the demand curve for housing rightwards
and fuel a further rise in house prices. During housing-market booms activity
soars, with increases in both the number of people trying to sell and the
number trying to buy property. However, demand rises faster than supply.

CASE STUDY 2.10

Britain’s housing crisis
According to the housing pressure-group Shelter, Britain has been suffering a massive housing crisis. There
haven’t been enough decent, affordable homes. More than 2 million people have found their rent or mortgage
a constant struggle, sometimes falling behind with payments.
Against a background of mounting debt across the country, some people have had their homes repossessed
because they couldn’t keep up with their mortgage repayments. Second-home ownership has been pricing
local people out of rural areas. Over 1.7 million households have been waiting for social housing.
Some homeless households — many with dependent children — have waited for years in temporary
accommodation. Families renting privately on low incomes have to put up with poor living conditions and little
security.
The number of new households is increasing faster than the number of house builds. And at the sharpest
end, many hundreds of people sleep rough on the streets every night. Shelter believes this situation is
unacceptable.
According to shelter, around 7.4 million homes in England fail to meet the government’s Decent Homes
35
Standard. Bad housing is closely linked to many wider social problems, such as crime and antisocial
behaviour.
Shelter believes that the only solution to the current housing crisis is to build more homes. It claims that the
government’s proposal to build 150,000 affordable homes over 4 years is less than a third of what is needed.

Follow up questions
1 Describe three causes of homelessness in the UK.
2 Evaluate three policies the government could use to reduce or eliminate the problem of homelessness in the
UK.
 ●● Healthcare markets
Civitas, which is a pro-free market ‘think-tank’ with an interest in how
healthcare should be provided, has looked at the advantages and disadvantages
of markets for delivering healthcare services. Civitas’s arguments start from
the proposition that healthcare, due to its ‘high upfront costs and centrality to
humankind’, is ‘different’ from most goods and services provided by markets.
As a result, a popular view, particularly in the UK, is that healthcare is best
provided outside the market.

Two arguments for providing healthcare through the

market
In a market environment people can demonstrate their preferences for
KEY TERMS
allocative efficiency occurs
different goods and services by exercising choice. This generates precise
when the available economic information about their preferences, so providers are motivated to supply the
resources are used to services people want, improving allocative efficiency. Markets also create
produce the combination of the incentive for providers to be as efficient as possible in order to undercut
goods and services that best competitors. This improves productive efficiency.
match people’s tastes and
In markets there is always the opportunity for people to come forward with
preferences
new ideas to meet a need: a powerful incentive to experiment, innovate and
productive efficiency occurs focus squarely on service users.
2 Price determination in a competitive market

when a firm minimises its

average cost of producing a Two arguments against providing healthcare through
good or if, for the economy
as a whole, it is not possible the market
to produce more of one good Many economists argue that healthcare is a merit good, though as Chapter 5
without producing less of explains, not all economists agree. Assuming healthcare is a merit good, one
another. person’s ‘consumption’ of healthcare may well have beneficial effects for others
merit good a good which when — particularly where infectious diseases are concerned. Yet if, as markets
consumed leads to benefits typically assume, individuals and providers only have regard for themselves,
which other people enjoy, or there is likely to be both under-consumption and under-provision of services
a good for which the long- such as vaccinations.
term benefit of consumption
exceeds the short-term Because healthcare costs are often high, most choose not to pay, or cannot
benefit enjoyed by the person afford to pay, for expensive services such as operations. Instead, they rely on
consuming the merit good. third-party insurers to pay for operations. If people know more about their
need for expensive healthcare services than insurers, insurers will want to
raise premiums to all in order to guard against the costs of having unhealthy
people on their books. High premiums mean that healthy people may choose
not to buy insurance. And if people do choose to buy health insurance, they
may choose to live less-healthy lifestyles because they no longer bear the full
consequences of their decisions.

36
TEST YOURSELF 2.9 STUDY TIP
Suppose that vaccination against measles is Make sure you understand fully the meaning of a
only available at a market price of £50. Why merit good and are aware of examples of products
may this lead to an undesirable economic that are generally agreed to be merit goods, e.g.
outcome? healthcare and education.
 SUMMARY

2.7 Applications of demand and supply analysis to particular markets

• Demand means effective demand, based on ability as well as willingness
to pay.
• For most goods, demand curves slope downward.
• A market supply curve shows how much of a good all the firms in the
market intend to supply at different prices.
• Supply curves usually slope upwards because higher prices lead to
higher profits, encouraging existing firms to produce more and to
encourage new firms into the market.
• The conditions of demand fix the position of the demand curve and the
conditions of supply fix the position of the supply curve.
• If any of the conditions of demand (or supply) change, the demand curve
(or the supply curve) shifts to a new position.
• Movements along a demand curve or a supply curve must not be
confused with a shift in the position of the curve.
• There are four important elasticities: price, income and cross elasticity
of demand, and also price elasticity of supply.
• The slope of a demand or a supply curve is not the same as price
elasticity of demand or supply.
• It is important to understand the determinants of all the elasticities you
need to know.
• Market equilibrium occurs at the price at which the demand curve
crosses the supply curve, i.e. where demand equals supply.
• Disequilibrium occurs when there is either excess demand or excess
supply in the market.
• In a competitive market, changes in the market price eliminate excess
demand or excess supply; this is how the price mechanism helps to
allocate scarce resources.
• You must practise applying market theory to different real-world
markets.

Questions
1 Explain the significance of the ceteris paribus assumption in microeconomic
theory.
2 Evaluate the view that a fall in a good’s price will inevitably lead to more
demand for the good.
3 Explain how price elasticity of demand affects total consumer spending
when a good’s price changes.
4 Explain three reasons why a supply curve may shift rightward or downward.
5 Explain how the price elasticity of supply of new housing has affected UK 37
house prices in recent decades.
6 With the help of an appropriate diagram, explain the effect of a government
subsidy granted to producers of the good on the good’s price.
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 This title has been selected for
AQA’s official approval process.

AQA Economics Includes AS-level

A-level

1
Authors: Ray Powell and James Powell
Build Economics knowledge through active learning
with the latest Powell textbook, featuring quantitative First teaching
skills practice and brand new case studies. from September
2015
This textbook has been fully revised to reflect the
2015 AQA Economics specification and will enable your
students to:
• Develop subject knowledge, with topic-by-topic
insight and advice from Ray Powell and James
Powell, who are experienced in teaching and
examining
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skills with brand new case studies
• Build their quantitative skills with worked examples
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by learning the key terms throughout the
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