Three separate claims are packed into this point, and each is anchored in something the chapter showed.
1. Willing and able. The word “able” is doing real work. Demand “is not just the desire to buy something; it is the willingness complemented by the ability or purchasing power to buy it.” A person who badly wants a medicine but cannot pay for it does not add to demand at all — which is exactly why the chapter later argues for government action on essentials.
2. The inverse relationship. Srivalli's schedule is the proof:
Price down by ₹50 each time → quantity up by 1 kg each time
Joining points A, B and C gives the downward-sloping line DD’
And the reason behind it is on page 199: each extra mango gives less additional satisfaction than the last, so the buyer will take more only at a lower price.
3. The other influences — and what makes them different.
| Influence | Direction | The chapter's example |
|---|---|---|
| Income | Up → demand up, or a shift to better quality | Higher household income makes people “more confident about their ability to spend” |
| Price of a substitute | Up → demand for this good up | Coffee dearer → more tea |
| Price of a complement | Up → demand for this good down | Costlier cinema tickets → less popcorn |
| Taste and preference | Holds demand up despite cheaper options | Srivalli will not swap mangoes for cheaper oranges |
| Seasonality | Shifts demand by time of year | Bookshops at session start, sweets in the festive season, sweaters in winter |
| Future expectations | Expect a fall → buy later; expect a rise → buy now | Durables delayed before Diwali |
| Population size and composition | Changes both the size and the kind of demand | More children → sports shoes; more elderly → orthopaedic shoes |