MODULE – 02: CONSUMER BEHAVIOUR AND ELASTICITY OF

DEMAND
2.1Theory of Demand and supply,
2.2Elasticity of demand – Concept, Kinds- price, cross, income and advertising elasticity of
demand;
2.3 Measurement of elasticity of demand,
2.4 Factors influencing the elasticity of demand,
2.5 Importance of elasticity of demand;
2.6 Demand forecasting: Meaning,
2.7 Need,
2.8 Importance,
2.9 Methods of demand forecasting;
2.10Cardinal Utility Analysis:
2,11 Diminishing Marginal utility and Equi-marginal Utility Ordinal utility
2.12 analysis of consumer Behaviour:
2.13 budget line and indifference curve,
2.14 consumer equilibrium; Income consumption curve and Engle curve, Price Consumption
curve and derivation of demand curve,
2,15 Income and Substitution; Effect of a price change; Consumer Surplus; Revealed
Preference theory.