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Modern microeconomics, specifically consumer theory, is based on utility theory—consumers maximize their utility.
How about Kuhn or Lakatos?
Consumer choice is related to consumption and consumer demand curves in microeconomics. In consumer theory, the consumer utilizes their desire to consume any product in their expenditure limit. They try to maximize their utility according to their budget. This theory decides how consumers decide to sped the money they have with their budget constraints. The choices they make with given constraints and restrains. By learning consumer theory, manufacturers can understand the customer tastes and also can influence demand curve. Consumers choose a variety of goods and services, they make these choices by trying to get maximum benefit. This is called utility maximization by customers.
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