Consumer Surplus

Consumers' surplus is defined as the difference between the amount willing to pay and the actual amount paid.

Concept of Consumer Surplus

The idea of consumer surplus was first expressed in 1844 by the French engineer and economist Jules Dupuit, but it was economist Alfred Marshall who systematically and scientifically explained it in 1920. Professor K.E. Boulding renamed consumer surplus as 'buyer's surplus'.

The amount a consumer is willing to pay for a particular good depends on the utility they derive from that good. The price a consumer is willing to pay for a good and the market price of the good may not be the same. 

The market price may be higher or lower than the price the consumer is willing to pay. If the market price of a good is lower than the price the consumer is willing to pay, they save some money. This is called consumer surplus in economics.

Therefore, consumer surplus is the difference between the price a consumer is willing and able to pay for a particular good and the price they actually pay for that good. For example, let's say there is a good, salt, in the market. 

A consumer needs one packet of salt. Therefore, the consumer wants to buy that one packet of salt. Also, there are no other alternative goods that can be used instead of salt in the market. Regarding the price of that one packet of salt, the consumer is willing to pay Rs. 50 because they believe it has a total utility worth Rs. 50. 

However, when the consumer inquires about the price of one packet of salt in the market, the price is only Rs. 20. In this situation, the difference between the price they are willing and able to pay for the good and the price they actually pay, which is Rs. 50 - Rs. 30 = Rs. 20, is called consumer surplus. 

Thus, consumers can obtain consumer surplus from goods that are very useful and have low prices.

Economist Alfred Marshall, defining consumer surplus, said, "The excess of the price which a consumer would be willing to pay rather than go without the thing, over that which he actually does pay, is the economic measure of this surplus satisfaction. It may be called consumer's surplus."

According to Marshall's theory of demand, the price a consumer is willing to pay for each unit of a good gives the monetary measure of the expected utility from that good, while the price the consumer actually pays for that good gives the monetary measure of the monetary cost of the expected utility from the good. 

According to Marshall, the difference between these two values is consumer surplus.

Therefore:

Consumer Surplus = Price consumer is willing to pay – Price consumer actually pays

The concept of consumer surplus can also be expressed based on utility (or satisfaction). Marshall assumed that the marginal utility of money is constant.

In this situation, the price a consumer is willing to pay for a good indicates the utility expected by the consumer from that good, while the price they actually pay indicates the utility sacrificed through money or the loss of utility. 

The difference between the utility derived from obtaining the good and the utility lost is the consumer's 'surplus satisfaction'. Marshall considered this to be consumer surplus.

Assumptions of the Concept/Theory of Consumer Surplus

(a) The utility derived from the consumption of units of the good can be measured numerically. 

(b) The marginal utility of money remains constant. This means that there is no change in the marginal utility of money when there is an increase or decrease in the consumer's stock of money. This assumption is necessary because money is taken as an essential condition for measuring utility. 

(c) The consumer's income and the market price of the good do not change during the analysis period. 

(d) The consumer's taste, preferences, and fashion, etc., do not change during the analysis period. 

(e) The good used in the analysis does not have a substitute good. 

(f) The law of diminishing marginal utility applies. 

(g) The marginal utility derived from the consumption of the good used in the analysis is not affected by the utility derived from the consumption of other goods.

Measurement of Consumer Surplus

Although there are various specific methods for calculating consumer surplus, Marshall's method is still considered useful. This method is based on the law of diminishing marginal utility.

According to Marshall:

Consumer Surplus = Total Utility – Total Expenditure

Consumer Surplus Table

Units of MangoesMarginal Utility (in Rs.)Price of Mangoes (in Rs.)Consumer Surplus (in Rs.)
First251025 – 10 = 15
Second201020 – 10 = 10
Third151015 – 10 = 5
Fourth101010 – 10 = 0
Total (4 units)Total Marginal Utility = Rs. 70Total Expenditure = Rs. 40Consumer Surplus = Rs. 70 – 40 = Rs. 30

Consumer Surplus = Total Utility – Total Expenditure = Rs. 70 – Rs. 40 = Rs. 30

In the table, as the consumer consumes additional units of mangoes, the marginal utility derived from the later units decreases, so the price they are willing to pay for the later units also gradually decreases. The consumer is willing to pay Rs. 25 for the first unit of mangoes, and the marginal utility derived from it is also equal to Rs. 25. 

As they consume additional units of mangoes, the marginal utility gradually decreases, so they are willing to pay only Rs. 10 for the last, i.e., the fourth unit, because the marginal utility derived from it is also equal to Rs. 10. 

Here, the total utility derived by the consumer from consuming 4 units of mangoes is the sum of the marginal utility of the first, second, third, and fourth units of mangoes. 

Therefore, according to the table, the total utility derived by the consumer from 4 units of mangoes is equal to Rs. 70, and the total price they actually paid for 4 units of mangoes is Rs. 40.

Therefore, Consumer Surplus = Total Utility – Total Price Actually Paid = Rs. 70 – Rs. 40 = Rs. 30

Here, Rs. 30 is the consumer surplus. The concept of consumer surplus can also be clarified from the following graph:

consumer-surplus

In the graph, the x-axis shows the units of mangoes consumed, and the y-axis shows the marginal utility derived from the units of mangoes. 

The sum of both the shaded and unshaded areas in the graph represents the total price or total utility the consumer is willing to pay, while the unshaded area represents the total price the consumer actually paid. 

Subtracting the unshaded area (total price actually paid) from the total price or total utility the consumer is willing to pay (both shaded and unshaded areas) leaves the shaded area, which is the consumer surplus.

Importance of the Concept of Consumer Surplus

The concept/theory of consumer surplus is considered important from both practical and theoretical perspectives. The importance of the concept/theory of consumer surplus can be explained in the following points:

(a) To Differentiate Between Use Value and Exchange Value: The concept of consumer surplus is useful in differentiating between the use value and exchange value of a good. Use value refers to the potential price a consumer is willing to pay for a good, while exchange value refers to the actual price of the good. The utility of a good depends on its use value, while the price of a good depends on its exchange value. Therefore, when the concept of consumer surplus is introduced, a difference is seen between use value and exchange value.

(b) To Compare Economic Conditions Between Different Countries and Different Groups Within the Same Country: The concept of consumer surplus can be used to compare the economic conditions between different countries and different groups within the same country. People in developed countries have higher consumer surplus because they receive various government facilities as well as goods at cheaper prices. 

However, people in developing countries have lower consumer surplus because they receive goods at higher prices. Similarly, within the same country, higher consumer surplus in a particular group means that people in that group are willing to pay a higher price to obtain goods. This indicates the high economic status of the group. Conversely, lower consumer surplus in a group means that people in that group are willing to pay a lower price to obtain goods. This indicates the low economic status of the group.

(c) To Help the Government Formulate Tax Policy: The government formulates tax policy based on the concept of consumer surplus. Imposing higher taxes on goods with higher consumer surplus reduces consumer surplus, but the consumer or taxpayer does not feel the burden of the tax as much. In contrast, imposing higher taxes on goods with lower consumer surplus results in no consumer surplus. The price of the good increases, leading to unsold goods and uncollected taxes, and consumers may perceive the tax as a burden. Therefore, the concept of consumer surplus is considered useful for the government in determining taxes.

(d) To Help Monopolists Determine Prices: A monopolist is a producer or seller of a good if there is only one producer or seller, and there is no close substitute for the good they produce or sell in the market. Monopolists determine the price of their goods based on consumer surplus. They set a higher price for goods with higher consumer surplus and a lower price for goods with lower consumer surplus. Therefore, a monopolist producer or seller can maximize profit by producing more of a good with higher consumer surplus and selling it at a higher price.

(e) In the Field of International Trade: The concept of consumer surplus also provides a basis for international trade. If the consumer surplus is higher for goods imported from abroad than for goods produced domestically, it is considered good to import such goods. Similarly, if the consumer surplus for domestically produced goods is higher abroad than domestically, it is considered good to export such goods. In this way, countries can benefit by participating in international trade or by importing and exporting based on consumer surplus.

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