Revenue: The Meaning and

Concept of Revenue
Meaning of Revenue:
The amount of money that a producer receives in exchange for the
sale proceeds is known as revenue. For example, if a firm gets Rs.
16,000 from sale of 100 chairs, then the amount of Rs. 16,000 is
known as revenue.

Revenue refers to the amount received by a firm from the sale of a

given quantity of a commodity in the market.

Revenue is a very important concept in economic analysis. It is

directly influenced by sales level, i.e., as sales increases, revenue
also increases.

Concept of Revenue:
The concept of revenue consists of three important terms; Total
Revenue, Average Revenue and Marginal Revenue.

Total Revenue (TR):

Total Revenue refers to total receipts from the sale of a given
quantity of a commodity. It is the total income of a firm. Total
revenue is obtained by multiplying the quantity of the commodity
sold with the price of the commodity.

Total Revenue = Quantity × Price

For example, if a firm sells 10 chairs at a price of Rs. 160 per chair,
then the total revenue will be: 10 Chairs × Rs. 160 = Rs 1,600

Average Revenue (AR):

Average revenue refers to revenue per unit of output sold. It is
obtained by dividing the total revenue by the number of units sold.

Average Revenue = Total Revenue/Quantity

For example, if total revenue from the sale of 10 chairs @ Rs. 160
per chair is Rs. 1,600, then:

Average Revenue = Total Revenue/Quantity = 1,600/10 = Rs 160

AR and Price are the Same:

We know, AR is equal to per unit sale receipts and price is always
per unit. Since sellers receive revenue according to price, price and
AR are one and the same thing.

This can be explained as under:

TR = Quantity × Price … (1)

AR = TR/Quantity …… (2)

Putting the value of TR from equation (1) in equation (2), we get

AR = Quantity × Price / Quantity

AR = Price

AR Curve and Demand Curve are the Same:

A buyer’s demand curve graphically represents the quantities
demanded by a buyer at various prices. In other words, it shows the
various levels of average revenue at which different quantities of the
good are sold by the seller. Therefore, in economics, it is customary
to refer AR curve as the Demand Curve of a firm.

Marginal Revenue (MR):

Marginal revenue is the additional revenue generated from the sale
of an additional unit of output. It is the change in TR from sale of
one more unit of a commodity.

MRn = TRn-TRn-1
Where:

MRn = Marginal revenue of nth unit;

TRn = Total revenue from n units;
TR n-1 = Total revenue from (n – 1) units; n = number of units sold
For example, if the total revenue realised from sale of 10 chairs is
Rs. 1,600 and that from sale of 11 chairs is Rs. 1,780, then MR of the
11th chair will be:
MR11 = TR11 – TR10
MR11 = Rs. 1,780 – Rs. 1,600 = Rs. 180
One More way to Calculate MR:
We know, MR is the change in TR when one more unit is sold.
However, when change in units sold is more than one, then MR can
also be calculated as:

MR = Change in Total Revenue/ Change in number of units =

∆TR/∆Q

Let us understand this with the help of an example: If the total

revenue realised from sale of 10 chairs is Rs. 1,600 and that from
sale of 14 chairs is Rs. 2,200, then the marginal revenue will be:
MR = TR of 14 chairs – TR of 10 chairs / 14 chairs -10 chairs =
600/4 = Rs. 150

TR is summation of MR:
Total Revenue can also be calculated as the sum of marginal
revenues of all the units sold.

It means, TRn = MR1 + M2 + MR3 + ……….MRn

or, TR = ∑MR

The concepts of TR, AR and MR can be better explained through

Table 7.1.

Table 7.1: TR, AR and MR:

Units Sold Price (Rs.) Total Average Marginal
(Q) (P) Revenue Revenue Revenue
(Rs.) TR = (Rs.) AR = (Rs.)
QxP TR+Q = P MRn=TRn-
TRn-1
1 10 10=1×10 10 =10 + 1 10 =10-0
2 9 18 =2×9 9 =18 + 2 8 =18-10
3 8 24 =3×8 8 =24 + 3 6 =24-18
4 7 28 = 4×7 7 =28 + 4 4 =28-24
5 6 30 = 5×6 6 =30 + 5 2 =30-28
6 5 30 = 6 x 5 5 =30 + 6 0 =30-30
7 4 28 = 7×4 4 =28 + 7 -2 =28-30

Total, Average and Marginal Revenue!

The revenue of a firm together with its costs determines profits. We,
therefore, turn to the study of the concept of revenue. The term
‘revenue’ refers to the receipts obtained by a firm from the sale of
certain quantities of a commodity at various prices. The revenue
concept relates to total revenue, average revenue and marginal
revenue.

Total revenue is the total sale proceeds of a firm by selling a

commodity at a given price. If a ×firm sells 2 units of a commodity
at Rs. 18, total revenue is 2 x 18 = Rs. 36. Thus total revenue is price
per unit multiplied by the number of units sold, i.e., R = P ×Q,
where R is the total revenue, P the price and Q the quantity.

Average Revenue (AR or A) is the average receipts from the sale of

certain units of the commodity. It is found out by dividing the total
revenue by the number of units sold. In our above example, average
revenue is 36 / 2 = Rs.18. The average revenue of a firm is, in fact,
the price of the commodity at each level of output. Since

R = P× Q

A = R/JQ = P x Q/Q = P
and P =f (Q)
Thus the functional relationship P = f (Q) is the average revenue
curve which reflects price as a function of quantity demanded. It is
also the demand curve.

Marginal revenue (MR or M) is the addition to total revenue as a

result of a small increase in the sale of a firm. Algebraically, M is the
addition to R by selling n + 1 units instead of n units. M = dR/dO,
where d represents a change. Since we are concerned mainly with
the relationship between average revenue and marginal revenue, we
ignore total revenue in our discussion.
Relation between Average
Revenue and Marginal Revenue
Curves under Different Market
Conditions
The relation between average revenue and marginal revenue can be
discussed under pure competition, monopoly or monopolistic
competition or imperfect competition.

(1) Under Pure Competition:

The average revenue curve is a horizontal straight line parallel to
the A-axis and the marginal revenue curve coincides with it. This is
because under pure (or perfect) competition the number of firms
selling an identical product is very large.

The price is determined by the market forces of supply and demand

so that only one price tends to prevail for the whole industry, as
shown in Table 1.

It is OP as shown in panel (A) of Figure 1. Each firm can sell as

much as it wishes at the market price OP. Thus the demand for the
firm’s product becomes infinitely elastic. Since the demand curve is
the firm’s average revenue curve, the shape of the AR curve is
horizontal to the А-axis at price OP, as shown in panel (B) and the
MR curve coincides with it. This is also shown in Table 1 where AR
and MR remain constant at Rs 20 at every level of output. Any
change in the demand and supply conditions will change the market
price of the product, and consequently the horizontal AR curve of
the firm.

(2) Under Monopoly or Imperfect Competition:

The average revenue curve is the downward sloping industry
demand curve and its corresponding marginal revenue curve lies
below it. The relation between the average revenue and the
marginal revenue under monopoly can be understood with the help
of Table 2. The marginal revenue is lower than the average revenue.

Given the demand for his product, the monopolist can increase his
sales by lowering the price, the marginal revenue also falls but the
rate of fall in marginal revenue is greater than that in average
revenue. In Table 2, AR falls by Rs. 2 at a time whereas MR falls by
Rs. 4. This is shown in Figure 2, in which the MR curve is below the
AR curve and lies half way on the perpendicular drawn from AR to
the T-axis. This relation will always exist between straight line
downward sloping AR and MR curves.

In order to prove it, draw perpendiculars CA and CM to the У-axis

and X-axis respectively from point С on the AR curve. CA cuts MR
at В and CM at D. We have to prove that AB = BC. In Figure 2, the
rectangle ACMO is the total revenue of OM output at CM price and
the area PDMO also represents total revenue in terms of aggregate
marginal revenue ( MR) at OM output.
ACMO = PDMO
or ABDMO + BCD = ABDMO + PAB
or BCD = PAB
But <PAB = <BCD, being right <s.

And <PBA = <CBD, being vertically opposite <s.

Thus BCD = PAB

Hence AB = BC.

Thus the MR curve will lie half way on the perpendicular drawn
from the AR curve.

In case the AR curve is convex to the origin as in Figure 3 (A), the

MR curve will cut any perpendicular from a point on the AR curve
at more than half-way to the T-axis. MR passes to the left of the
mid-point В on CA.

On the other hand, if the AR curve is concave to the origin, MR will

cut the perpendicular at less than half-way towards the У-axis. In
Figure 3 (B) MR passes to the right of the mid-point В on the CA.

AR, MR and Elasticity:

However, the true relationship between the AR curve and its
corresponding MR curve under monopoly or imperfect competition
depends upon the elasticity of the AR curve. We know that elasticity
at point С in Figure 4 is
E = CM/PA = CM/CD ( PA = CD being the sides of similar s.)
E = CM/CM-DM AR/AR-MR (where CM is AR and DM is MR).

E = A/A-M (where E is elasticity, A average revenue and M

marginal revenue.)

By solving, we have, EA- EM =A

EA-A = EM

A (E-1) = EM

A = EM/E-1

A = ME /E-1
Similarly, marginal revenue can also be known, E = A/A-M

By solving E (A – M) = A

EA-EM = A

EA-A = EM

or EM = EA – A

EA-A/E
M= A (E-l)/E

M = A E-1/E
On the basis of this formula the relationship between AR and MR is
explained in terms of the Figure 5 (A). At point В on the average
revenue curve, PA, the elasticity of demand is equal to 1. According
to the formula,

МR = AR1-1/1= AR- = 0/1= 0

The MR curve is zero when it touches the X-axis at point F. Thus,

where elasticity of AR curve is unity, MR is always zero.

In case the elasticity of the AR curve is unity throughout its length

like a rectangular hyperbola, the MR curve will coincide with the X-
axis, shown as a dotted line in Figure 5 (B).

If the elasticity of the AR curve at point D is greater than unity,

say3, MR =AR 3-1/3 =2/3

It shows that when the elasticity of AR is greater than one, MR is

always positive. It is EH in Figure 5 (A).

Where the elasticity of the AR curve is less than unity, say ½, MR =

AR ½-1½ = -½/ ½ = -1. It shows MR to be negative. At point С on
the AR curve, elasticity is less than unity and MR is negative KG.

If the elasticity of AR is infinity (E =∞), MR coincides with it at

point P in Figure 5 (A). Lastly, when the elasticity of the AR curve is
zero, the gap between AR and MR curves becomes wider and MR
lies much below the X-axis.

(3) Under Monopolistic Competition:

This relationship between AR and MR curves holds under mo-
nopolistic competition with one exception that the AR curve is
somewhat more elastic than under monopoly.

4. Under Oligopoly:
The average and marginal revenue curves do not have a smooth
downward slope. They possess kinks. Since the number of sellers
under oligopoly is small, the effect of a price cut or price increase on
the part of one seller will be followed by some changes in the
behaviour of other firms. If a seller raises the price of his product,
the other sellers will not follow him in order to earn large profits at
the old price.

So the price-raising seller will experience a fall in the demand for

his product. His average revenue curve in Figure 7(A) becomes
elastic after К and its corresponding MR curve rises discontinuously
from a to b and then continues its course at the new higher level.
 On the other hand, if the oligopolistic seller reduces the price of
his product, his rivals also follow him in reducing the prices of their
products so that he is not able to increase his sales. His AR curve
becomes less elastic from К onwards as in Figure 7(B). The
corresponding MR curve falls vertically from a to b and then slopes
at a lower level.