The utility is a part of the theory of consumer behavior. Before we start exploring Utility, we need to know that consumer behavior deals with how the consumer allocated his/her income on different commodities.
What is Utility?
In economic terms, the utility refers to satisfaction to
consumers after consumption of goods and services. The more they need for the
commodity, the greater is the utility derived from the commodity. “Utility” is
one of the important indicators to analyze consumer behavior.
• Utility
is subjective, it is based on personal feelings, tastes, and preferences.
• Different
consumers have different levels of utility for the same commodity.
Cardinal Utility Analysis
When utility is expressed on numbers then it is called
Cardinal Utility Analysis. And it is the oldest theory of demand. According to
cardinal utility, it assumes that utility can be measured. For example, that
one chapati gives me 40 units of utility.
1. Total
Utility: It refers to the sum of the utility or satisfaction derived from
consuming all units of a particular commodity. For example: if a person
consumes Chapati and will get 40 utils of total utility. The first chapati
yield 17 utils, from the second yield 14 utils, and from the third chapati
yield 9 utils. So, the total utility would be 40 utils.
2. Marginal
Utility: Marginal utility is the change in the total utility from the
consumption of one additional unit of the commodity. Suppose a person increases
the consumption of chapatis from one chapati to two chapatis, the total utility
increases from 17 utils to 31 utils, So, the marginal utility is 14 here of the
2nd chapati consumed.
A table showing the values of total and marginal utility
derived from the consumption of different quantities of goods are given.
|
UNITS |
TOTAL UTILITY |
MARGINAL
UTILITY |
|
1 |
17 |
17 |
|
2 |
31 |
14 |
|
3 |
40 |
9 |
|
|
|
|
The above
table shows that when a person consumes no chapati, she gets no satisfaction.
Her total utility in case of no chapati is zero, but when she consumes one
chapati, she gets 17 units of satisfaction. So, her total utility is 17
and her marginal utility is also 17. As she consumes the second chapati, she
gains additional 14 units (MU). Thus, the total utility is 31. Thus, her
marginal utility has gone down 17 to 14 utils because now she has less craving
for the second chapati. And same in the case of the third chapati, her marginal
utility has fallen to 9 utils.
Ordinal Utility Analysis
In real life, we never express utility in terms of numbers.
The ordinal utility approach states that utility cannot be measured, instead
consumers can rank different goods. Therefore, it would be possible for the
consumer to tell subjectively whether a good derive more or less satisfaction
than other goods. Consumer preferences over the set of available bundles often
are represented diagrammatically.
This is an Indifference Curve ( will discuss in detail in
some other blog), it is a graph which represents two goods that gives consumer
equal satisfaction. A, B and C points on the curve show the combination of X
and Y goods.






