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The relative consumption shows the possibility of participation of the consumer in the consumption (similar to a unit load in queuing theory). It indicates how many the goods the consumer is willing to buy. If a=1, the consumer in a given period will not buy a product, the other side it shows how satisfied requests of this user.

For example, from a website on the Internet, you can learn that the Scandinavians consume 8 liters of milk per week, and the Europeans 1 liter per week. One people physically can maximum consume 10 liters per week. Not analyzing for accuracy this information, we take these numbers as truth.

Then the relative consumption is equal for Scandinavians – 8/10, and for Europeans 1/10.

For sale of milk these numbers speak volumes.

1. The propensity for milk consumption in Scandinavia is close to saturation. As we showed research, selling products in a saturated market leads to big losses that are higher the closer the value of the relative consumption to the value 1. This means that the needs of this market are completely satisfied.

2. Judging the relative consumption for the sale of milk are higher Europe prospects because the market is not saturated.

However, it is necessary to make a reservation. Keynes divided the propensity to consume on two categories – objective and subjective factors. He wrote [ THE BOOK THIRD. THE PROPENSITY TO CONSUME. CHAPTER 8 ].

“In order to make our analysis clearer, it is advisable to divide these motives into two big groups: first of them we will include subjective and the second objective factors. Subjective factors, those describe psychological features of human character, and also those public habits and institutes, which though are not invariable, nevertheless hardly whether are subject to significant change over short time periods (excluding any coming out of the ordinary circumstances or revolutionary shocks)”.

In our example, the low level of relative consumption indicates the presence in the European behavior of the subjective factor, but at the same time indicates for the prospect of overcoming it (advertising, development of appropriate European tastes dairy products).

3. Relative consumption can be used to measure the level of poverty and wealth.

Saturation of the population with vital goods is usually calculated by the amount of consumption per person over a certain period (month, year). Relative consumption indicates the degree of saturation (ratio of maximum consumption to real consumption). This example cannot serve as such an indicator because it has a large share of subjective factors.

The low value of the relative consumption indicates poverty if this if this is happens due to the lack of material resources.

The last thing you should specify is the role of relative food consumption. In most cases, this value may wear a medical evaluation.

In this case, the relative consumption indicates that some products, not can provide a normal life, and some goods are consumed excessively,