In economics concept that, when making a purchase decision, a consumer attempts to get the greatest value possible from expenditure of least amount of money. His or her objective is to maximize the total value derived from the available money.
For her to obtain the greatest utility the consumer should allocate money income so that the last dollar spent on each good or service yields the same marginal utility.
In these case Consumers are assumed to make choices, especially concerning the purchase of goods, such that they obtain the highest possible level of satisfaction.
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