Economic; Theory of consumer 's behaviour :-utilities:-

Generally the characteristics of a commodity is known as utility. But in economic 'utility' is the capacity of a commodity and service to satisfy human wants.So ,consumer consume good and service according to their utility .That is ,they acquire satisfaction with goods and service .According to Marshall ",utility is the measure not of useful ness ,not of satifaction ,but of the intensify of desire."

Good and service fulfill human needs utility means the wants satisfaction power of a commodity.Utility is the subjects concept .Due to this ,different person gets different level of utility from the same commodity under the same situation .Thus,utility is introspective .People demand different commodity on the basis of utility .So ,the demand of commodity and service depend upon the expected utility.If excepted utility is high ;then the demand for such goods and service is also high.

That is want for any goods is more if it has high excepted utility.But it should not be misunderstand that otility is applicable only to beneficial (usefulness of) goods and service for e.g.,liquor is harmful for health ,but still there is a demand for it. But in economics the utility obtained from goods and service by a consumer is only looked upon,not the effect.