Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation or Income Psychographic Lifestyle or Personality

第三章消费者行为理论 [Theory of Consumer Behavior]需求曲线的背后 第一节消费者行为与效用 第二节边际效用分析 第三节无差异曲线分析 第四节价格和收入的变化对消费者均衡的影响 第五节不确定性和风险

Individual Demand Income and Substitution Effects Market Demand Consumer Surplus

Problem Set 3 Prof. Gene Chang (For Ph. D students, due on Dec. 28th in the class, or TA's office. For M.A. students, due on Dec. 26th, in the class or TA's office. Late turn-in may result in a penalty in the grade) 1. Kland is a Robinson Crusoe type economy. Robinson, as the consumer and the owner of the firm, has the utility function U(x,) =aIn x+ BInI, where is leisure. Robinson's endowment

What Is the Question of the Chapter? Suppose we observe a collection of a consumer's choices, can we discover his/her preference? Is this possible at all?fso, under what conditions is this possible? (This is the reverse question of finding the optimal choice)

abilities for pd manas alysis23-4,128-30 activities 20. 95.144-6 ive 74-5 commercialisation 119-23. 322-4 and operational 71-6 337-8,342-3 consumer and industrial products apple product development 317, 319-26 318-9 design and process development assessment tool and methodology(ATM) 112-14,322,336-7,341-2

The Law of Diminishing Marginal Utility

I. Basic Pricing Strategies Monopoly & Monopolistic Competition Cournot Oligopoly II. Extracting Consumer Surplus Price Discrimination  Two-Part Pricing Block Pricing  Commodity Bundling III. Pricing for Special Cost and Demand Structures

What Are We Doing in this Chapter? We apply our basic framework of consumer choice to study issues of choices across different time periods; Again, in terms of theoretical framework, not much is new!

Where Are We Doing in This Chapter? After modeling a consumer’s choice set and his preference (represented by utility functions), we now put them together and model how he/she makes optimal choice. In mathematical terms, this is a constrained maximization problem; In economics, this is a rational choice problem