 consumer behavior and in the consumer behavior first we have to study what is the theory of consumer behavior and why we are going to study the theory of the consumer behavior what is the logic behind because the people they want to decide how they are going to spend their income how they are going to spend their money and they want to spend their money to satisfy their human wants to their desire and as per their individual preferences but these all has to be decided as per their limitation of the resources that is their budget constraint so the theory of consumer behavior is basically the study that how the people they are going to make the decisions when they purchase certain things when they purchase through that behavior they help the businessman or the marketing personnel that their human behavior related to the purchasing and spending of money is how so this behavior is basically an indicator or the source of message to decide for the producers related to the production models this consumer behavior has certain assumptions and if we say these basically these assumptions they are based on the main four pillars these assumptions have to be related to prices these assumptions have to be related to budget constraint their preferences and the behavior of the consumer so one by one if we say that the rational behavior when we say what we mean by the rationality the human behavior it can be unpredictable in various conditions or we can say that it can be changing over various times but when we say there the consumer or the main person who is dealing he is going to decide keeping all his information with him and he decide logically and he decide keeping in view his own interest or the benefit then we will say that he is having all the decision related to the rational choice or the rational decision or consumer when you want to take advantage of your income when you want to take advantage of output and for that he collects all the information he takes things interprets and comparisons and then decides so when this behavior is clear then we will say that this is his rational behavior when we talk about preferences in assumptions we have a consumer's preference or choice should be clear or distinctive if any consumer is going to prefer quantity a to quantity b then he clearly says that yes a is preferred to b or either b is preferred to a or consumer may have the choice that he is indifferent it will be a situation when for that a and b both of its choice is equal so he can also express that the consumer is indifferent between a and b and like this any other bundle of the goods there can be so was consumption bundle kalee b jo kuch bhi hai boh batah sake ki us ki preferences kya hai jab budget constraint ki upar hame apni assumption ki baat kare hinge ki wo hame hain paas kya hai to hame katein ki jo consumer ka budget hai wo ek particular time of analysis yaa dosri form yagum kahan ki os particular time of purchase be limited ho ka osakta ek shakta ki paas unlimited amount mein income ho ekin jis time wo market mein jaara hai us time pe jitani amount hai wo us ke li us time ka budget kehlai ki yaa ek consumer ke paas aaj kuch income hai do din ke baat kuch aur ho sakti hai to time se bhi yeh veri kar sakti but there point of decision pe jab hame jayenge to us point ke upar jo limit wo apne zehne mein rakhta hai ki yeh mira wo budget hai jise main exceed nahi karna to ye us ka budget constraint aur iske related us ki assumptions mojoad ho nahi jahi aur hame us pe kahan ki isi ke paas jitani bhi income ho, jitani bhi daulat ho, lekin kahin a kahin pe at the end pe jake wo mehdood ho jaatiye to that limit it gives the shape of the preference related to the budget constraint. Ek 4th point jis ke baar main hame apni assumptions ki isruat hai wo hain prices. Prices ke liye agar hame dekin prices actually value show krti hai. Isi bhi cheez ki keemak market ke hinder jo hai yeh us cheez ki scarcity ko indicate krti hai us ki value ko show krti hai to agar hame yeh hame kahin ke total ek aadmi jo bhi market mein kuch kheet karne jaa rahe hai wo uski total demand ke kchota sa heessa hota hai. Wo ose demand meh se chote se heessa ke zariye jo poori market ki commodity ki price ko effect nahin kar sakta aur usko wo change bhi nahin kar sakta. Haan wo us price se effect ho sakta hai. Aur agar hame kahin ke wo us meh se jo select kare wo most personally satisfying combination goods ka hoega ya satisfying bundle of services hoega jis ke liye wo jo keema tay karta hai jo offer kareega wo clearly express karke to wo purchase kar sakke aur us keema ko wo muhtlif time level pe muhtlif tay kar sakta hai jo keema to wo samajta hai ke uski human want ko satisfy karegi. To ek tis jiski usko betahasha zoroorat hoge yeh bilkul waise hi hai jase barish ho rahe yo aur consumer ko kshatri chahiye barish se bachne ke liye to wo ho sakta hai. Keema to jo de wo wo hi situation jab barish na ho rahe yo to wo usko offer na kare. To isi liye ye prices ko bhi agar hame dekin to uski bhi kuch assumptions ko hame dekna hoga. Aur in tomaam chison ko jab agar hame mila ke chaar assumptions ki base pe hame dekin to jo hameara ek consumer behavior ka basically rule hai that is the utility maximizing rule. Aur wo utility maximizing rule kahega ki consumer hameasha within budget decision karega us budget ke andar rahte huye wo keemtoon ke uthaar chahau ka cess bhi karega wo prices ko value ke saath relate bhi karega wo apni preferences ko properly express bhi karega aur decide karega comparison karega aur in sab chison ko karne ke baad wo jo decision karega wo uska rational hoga jab in tomaam ko wo karne ke baad ek point pe pohanjta hai to ye wo point hoga jaha pe uski talab ya uski satisfaction maximum hai best hai aur ab uski andar agar wo ek bhi chis aur kareeta hai jo usne pehle liye hai to uski utility us point pe kam ho na chur hojati hai to utility maximizing rule pe jagar hame follow karte hai ye jase jase kisi ek share ko wo zyada quantity me leta jayega usi share ke li uski talab ya uski utility ya uski satisfaction pehle se kam hoti jale jayegi aur jo share kam hoti jayegi uski utility baadte jayegi to chunke hame 2sri share ko apni combination me fix rakhe chal rahe hoten to jis ek chis ki baadte jayegi uske li hame kainge uski utility baad rahi hai lakin baad rahi hai at the diminishing yard declining rate to ye hame ouri consumer theory ka agar hame deke hain to ek defa jo khilasa hame ouri saamne aata hai to usko hame kate hain ke jab consumers ke paas balanced margins mojood honge to wo is margins ko decision ko apne consumer preferences ke li jab hal karenge to wo best decision leke hainge aur wo equilibrium ke tahit apne preferences ko express kare sekinge thank you