Complementary goods are products or services that are typically used together in consumption. The consumption of one good enhances the utility or value derived from the other. In other words, the demand for one product is positively related to the demand for the other.
Complementary goods can be thought of as “companions” in consumption. When individuals or businesses purchase one of these goods, they often find it beneficial or necessary to acquire the complementary good to achieve their desired outcome fully.
Understanding complementary goods is essential for businesses in various industries, as they influence pricing decisions, marketing strategies, and customer behavior. The concept of complementary goods is closely related to that of substitute goods, which are products or services that can replace each other in consumption.
Complementary goods exhibit several key characteristics that distinguish them from other types of goods:
Joint Demand: Complementary goods are characterized by joint demand, meaning that the demand for one good is directly linked to the demand for the other. An increase in the demand for one complementary good tends to lead to an increase in the demand for the other.
Enhanced Utility: Consumers derive greater utility or satisfaction when they consume complementary goods together. The combination of these goods creates a more valuable or desirable outcome.
Inverse Price Elasticity: Complementary goods often have an inverse price elasticity of demand relationship. When the price of one complementary good rises, the demand for both goods may decrease, and vice versa.
Examples Abound: Complementary goods can be found in various industries and contexts. Classic examples include coffee and cream, smartphones and mobile apps, printers and ink cartridges, and gaming consoles and video games.
Cross-Promotion: Businesses often engage in cross-promotion of complementary goods to encourage consumers to purchase both items. Bundling complementary goods together can be an effective marketingstrategy.
Impact of Complementary Goods on Businesses
Complementary goods have a significant impact on businesses and their strategies:
Pricing Strategies: Businesses must consider the pricing of complementary goods carefully. For example, a printer manufacturer may sell printers at a lower price while profiting from the sale of higher-priced ink cartridges, recognizing that consumers need both items.
Bundling: Many businesses bundle complementary goods together to encourage sales. For instance, a fast-food restaurant may offer a combo meal that includes a burger and fries, as they are commonly consumed together.
Cross-Selling Opportunities: Understanding complementary goods allows businesses to identify cross-selling opportunities. For instance, a music streaming service may recommend songs or albums to users based on their listening history.
Product Development: Businesses may develop new products or services that complement their existing offerings. This can enhance customer loyalty and drive additional sales. For example, a smartphone manufacturer may produce accessories like cases and screen protectors.
Inventory Management: Complementary goods can impact inventorymanagement. Businesses must ensure a consistent supply of both goods to meet consumer demand effectively.
Consumer Behavior and Complementary Goods
Consumers’ behavior is strongly influenced by complementary goods:
Demand Sensitivity: Consumers are often sensitive to the prices and availability of complementary goods. An increase in the price of one complementary good may lead consumers to reconsider purchasing both items.
Cross-Usage: Consumers may explore alternative complementary goods if they perceive them as more cost-effective or desirable. For example, a shift from cable television to streaming services may occur if the latter are seen as better complements to other entertainment options.
Brand Loyalty: Consumers may exhibit brand loyalty for complementary goods. Once a consumer becomes accustomed to a particular brand of a complementary product, they are more likely to continue purchasing it.
Behavioral Economics: Behavioral economics plays a role in consumer choices related to complementary goods. Consumers may engage in “mental accounting,” where they assess the overall value of a package or bundle of complementary goods, influencing their purchasing decisions.
Real-World Examples of Complementary Goods
To illustrate the concept of complementary goods, consider the following real-world examples:
Ride-Sharing and Smartphone Apps: Ride-sharing services like Uber and Lyft are complementary goods with smartphone apps. Consumers require both the ride-sharing app and a smartphone to request rides effectively.
Video Game Consoles and Games: Video game consoles, such as the PlayStation or Xbox, are complementary goods with video games. Gamers need both the console and compatible games to enjoy the gaming experience fully.
Coffee and Cream/Sugar: Coffee and cream or sugar are classic examples of complementary goods in the food and beverage industry. Many coffee drinkers prefer to have cream and sugar with their coffee.
Electric Toothbrushes and Replacement Heads: Electric toothbrushes and their replacement heads are complementary goods. Consumers who own an electric toothbrush need the corresponding replacement heads for continued use.
Conclusion
Complementary goods are a fundamental aspect of economics and business strategy, influencing consumer behavior, pricing decisions, and marketing strategies. Understanding the dynamics of complementary goods is essential for businesses seeking to effectively cater to consumer preferences and maximize their competitiveness in the market. By recognizing the joint demand for complementary goods, businesses can develop strategies to bundle, promote, and cross-sell these products, ultimately enhancing the overall customer experience and driving sales.
The idea of a market economy first came from classical economists, including David Ricardo, Jean-Baptiste Say, and Adam Smith. All three of these economists were advocates for a free market. They argued that the “invisible hand” of market incentives and profit motives were more efficient in guiding economic decisions to prosperity than strict government planning.
Positive economics is concerned with describing and explaining economic phenomena; it is based on facts and empirical evidence. Normative economics, on the other hand, is concerned with making judgments about what “should be” done. It contains value judgments and recommendations about how the economy should be.
When there is an increased price of goods and services over a long period, it is called inflation. In these times, currency shows less potential to buy products and services. Thus, general prices of goods and services increase. Consequently, decreases in the purchasing power of currency is called inflation.
Asymmetric information as a concept has probably existed for thousands of years, but it became mainstream in 2001 after Michael Spence, George Akerlof, and Joseph Stiglitz won the Nobel Prize in Economics for their work on information asymmetry in capital markets. Asymmetric information, otherwise known as information asymmetry, occurs when one party in a business transaction has access to more information than the other party.
Autarky comes from the Greek words autos (self)and arkein (to suffice) and in essence, describes a general state of self-sufficiency. However, the term is most commonly used to describe the economic system of a nation that can operate without support from the economic systems of other nations. Autarky, therefore, is an economic system characterized by self-sufficiency and limited trade with international partners.
Creative destruction was first described by Austrian economist Joseph Schumpeter in 1942, who suggested that capital was never stationary and constantly evolving. To describe this process, Schumpeter defined creative destruction as the “process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one.” Therefore, creative destruction is the replacing of long-standing practices or procedures with more innovative, disruptive practices in capitalist markets.
Happiness economics seeks to relate economic decisions to wider measures of individual welfare than traditional measures which focus on income and wealth. Happiness economics, therefore, is the formal study of the relationship between individual satisfaction, employment, and wealth.
An oligopsony is a market form characterized by the presence of only a small number of buyers. These buyers have market power and can lower the price of a good or service because of a lack of competition. In other words, the seller loses its bargaining power because it is unable to find a buyer outside of the oligopsony that is willing to pay a better price.
The term “animal spirits” is derived from the Latin spiritus animalis, loosely translated as “the breath that awakens the human mind”. As far back as 300 B.C., animal spirits were used to explain psychological phenomena such as hysterias and manias. Animal spirits also appeared in literature where they exemplified qualities such as exuberance, gaiety, and courage. Thus, the term “animal spirits” is used to describe how people arrive at financial decisions during periods of economic stress or uncertainty.
State capitalism is an economic system where business and commercial activity is controlled by the state through state-owned enterprises. In a state capitalist environment, the government is the principal actor. It takes an active role in the formation, regulation, and subsidization of businesses to divert capital to state-appointed bureaucrats. In effect, the government uses capital to further its political ambitions or strengthen its leverage on the international stage.
The boom and bust cycle describes the alternating periods of economic growth and decline common in many capitalist economies. The boom and bust cycle is a phrase used to describe the fluctuations in an economy in which there is persistent expansion and contraction. Expansion is associated with prosperity, while the contraction is associated with either a recession or a depression.
The paradox of thrift was popularised by British economist John Maynard Keynes and is a central component of Keynesian economics. Proponents of Keynesian economics believe the proper response to a recession is more spending, more risk-taking, and less saving. They also believe that spending, otherwise known as consumption, drives economic growth. The paradox of thrift, therefore, is an economic theory arguing that personal savings are a net drag on the economy during a recession.
In simplistic terms, the circular flow model describes the mutually beneficial exchange of money between the two most vital parts of an economy: households, firms and how money moves between them. The circular flow model describes money as it moves through various aspects of society in a cyclical process.
Trade deficits occur when a country’s imports outweigh its exports over a specific period. Experts also refer to this as a negative balance of trade. Most of the time, trade balances are calculated based on a variety of different categories.
A market type is a way a given group of consumers and producers interact, based on the context determined by the readiness of consumers to understand the product, the complexity of the product; how big is the existing market and how much it can potentially expand in the future.
Rational choice theory states that an individual uses rational calculations to make rational choices that are most in line with their personal preferences. Rational choice theory refers to a set of guidelines that explain economic and social behavior. The theory has two underlying assumptions, which are completeness (individuals have access to a set of alternatives among they can equally choose) and transitivity.
The peer-to-peer (P2P) economy is one where buyers and sellers interact directly without the need for an intermediary third party or other business. The peer-to-peer economy is a business model where two individuals buy and sell products and services directly. In a peer-to-peer company, the seller has the ability to create the product or offer the service themselves.
The term “knowledge economy” was first coined in the 1960s by Peter Drucker. The management consultant used the term to describe a shift from traditional economies, where there was a reliance on unskilled labor and primary production, to economies reliant on service industries and jobs requiring more thinking and data analysis. The knowledge economy is a system of consumption and production based on knowledge-intensive activities that contribute to scientific and technical innovation.
In a command economy, the government controls the economy through various commands, laws, and national goals which are used to coordinate complex social and economic systems. In other words, a social or political hierarchy determines what is produced, how it is produced, and how it is distributed. Therefore, the command economy is one in which the government controls all major aspects of the economy and economic production.
How do you protect your rights as a worker? Who is there to help defend you against unfair and unjust work conditions? Both of these questions have an answer, and it’s a solution that many are familiar with. The answer is a labor union. From construction to teaching, there are labor unions out there for just about any field of work.
The bottom of the pyramid is a term describing the largest and poorest global socio-economic group. Franklin D. Roosevelt first used the bottom of the pyramid (BOP) in a 1932 public address during the Great Depression. Roosevelt noted that – when talking about the ‘forgotten man:’ “these unhappy times call for the building of plans that rest upon the forgotten, the unorganized but the indispensable units of economic power.. that build from the bottom up and not from the top down, that put their faith once more in the forgotten man at the bottom of the economic pyramid.”
Glocalization is a portmanteau of the words “globalization” and “localization.” It is a concept that describes a globally developed and distributed product or service that is also adjusted to be suitable for sale in the local market. With the rise of the digital economy, brands now can go global by building a local footprint.
Market fragmentation is most commonly seen in growing markets, which fragment and break away from the parent market to become self-sustaining markets with different products and services. Market fragmentation is a concept suggesting that all markets are diverse and fragment into distinct customer groups over time.
The L-shaped recovery refers to an economy that declines steeply and then flatlines with weak or no growth. On a graph plotting GDP against time, this precipitous fall combined with a long period of stagnation looks like the letter “L”. The L-shaped recovery is sometimes called an L-shaped recession because the economy does not return to trend line growth. The L-shaped recovery, therefore, is a recession shape used by economists to describe different types of recessions and their subsequent recoveries. In an L-shaped recovery, the economy is characterized by a severe recession with high unemployment and near-zero economic growth.
Comparative advantage was first described by political economist David Ricardo in his book Principles of Political Economy and Taxation. Ricardo used his theory to argue against Great Britain’s protectionist laws which restricted the import of wheat from 1815 to 1846. Comparative advantage occurs when a country can produce a good or service for a lower opportunity cost than another country.
The Easterlin paradox was first described by then professor of economics at the University of Pennsylvania Richard Easterlin. In the 1970s, Easterlin found that despite the American economy experiencing growth over the previous few decades, the average level of happiness seen in American citizens remained the same. He called this the Easterlin paradox, where income and happiness correlate with each other until a certain point is reached after at least ten years or so. After this point, income and happiness levels are not significantly related. The Easterlin paradox states that happiness is positively correlated with income, but only to a certain extent.
In Economics, Economies of Scale is a theory for which, as companies grow, they gain cost advantages. More precisely, companies manage to benefit from these cost advantages as they grow, due to increased efficiency in production. Thus, as companies scale and increase production, a subsequent decrease in the costs associated with it will help the organizationscale further.
In Economics, a Diseconomy of Scale happens when a company has grown so large that its costs per unit will start to increase. Thus, losing the benefits of scale. That can happen due to several factors arising as a company scales. From coordination issues to management inefficiencies and lack of proper communication flows.
An economy of scope means that the production of one good reduces the cost of producing some other related good. This means the unit cost to produce a product will decline as the variety of manufactured products increases. Importantly, the manufactured products must be related in some way.
Price sensitivity can be explained using the price elasticity of demand, a concept in economics that measures the variation in product demand as the price of the product itself varies. In consumer behavior, price sensitivity describes and measures fluctuations in product demand as the price of that product changes.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
