Page 323 - DECO401_MICROECONOMIC_THEORY_HINDI

bdkbZ 14 % ,dkf/dkjh izfr;ksfxrk dk fl¼kar

gks tkrh gSA ,dkfèkdkjh izfr;ksfxrk esa nh?kZdky esa iQeks± osQ izos'k dh Lora=krk gksus osQ dkj.k vlkekU; ykHk uksV
'kwU; gks tkrs gSaA ijarq dbZ ckj iQes± vU; izfr;ksfx;ksa dh rqyuk esa vius mRiknu dks vfèkd Hksnewyd djosQ
ubZ iQeks± osQ izos'k dh izfØ;k dks Vky ldrh gSa ;k jksd ldrh gSaA

14-10 foØ; ykxrsa (Selling Costs)

,dkfèkdkjh izfr;ksfxrk okyh iQeks± dks viuk mRikn cspus osQ fy, foKkiu rFkk izpkj ij dkiQh èku O;;
djuk iM+rk gSA vFkZ'kkL=k esa oLrq dh fcØh dks c<+kus osQ fy, mlosQ foKkiu rFkk izpkj ij tks oqQy èku
[kpZ fd;k tkrk gS mls foØ; ykxr (Selling Cost) dgk tkrk gSA foØ; ykxr dh vko';drk
,dkfèkdkjh izfr;ksfxrk esa gh vfèkd eglwl gksrh gSA iw.kZ izfr;ksfxrk dh voLFkk esa lHkh mRikndksa dh oLrq,¡
le:i (Homogeneous) gksrh gSaA vr,o mUgsa oLrq osQ foKkiu dh dksbZ vko';drk ugha gksrhA
,dkfèkdkjh dh voLFkk esa Hkh oLrq dk ,d gh mRiknd gksrk gSA tc og oLrq dk mRiknu vkjaHk djrk gS
rks xzkgdksa dks mRiknu dh lwpuk nsus osQ fy, gks ldrk gS fd og foKkiu vkfn ij oqQN èku [kpZ dj nsA
foKkiu ij [kpZ fd;k tkus okyk ;g èku osQoy lwpuk ek=k (Informative) gksrk gSA tc xzkgdksa dks oLrq
osQ ckjs esa lwpuk fey tkrh gS rks foKkiu ij èku O;; djus dh vko';drk ugha gksrhA ,dkfèkdkjh
izfr;ksfxrk esa xzkgdksa dks osQoy oLrq osQ lacaèk esa lwpuk nsuk gh dkiQh ugha gksrk cfYd ckj&ckj mUgsa oLrq
osQ xq.kksa osQ fo"k; esa ;kn fnykuk vko';d gks tkrk gSA vr,o ,dkfèkdkjh izfr;ksfxrk esa foØ; ykxr osQoy
lwpuk ek=k gh ugha gksrh cfYd og ek¡x ifjorZd (Manipulative) rFkk fcØh dh mUufr (Sales
Promotion) osQ fy, vko';d gksrh gSA la{ksi esa] fcØh mUufr (Sales Promotion) esa os lc fØ;k,¡
'kkfey dh tkrh gSa ftUgsa ,d mRiknd viuh mRikfnr oLrq dh ek¡x dks c<+kus osQ fy, vFkok ek¡x ifjorZu
osQ fy, djrk gSA vr,o foØ; ykxrsa os gSa tks fdlh oLrq dh fcØh c<+kus osQ fy, foKkiu] izpkj]
lsYleSu] izn'kZu] nqdkunkjksa dks fn, tkus okys deh'ku] migkj (Gift), fj;k;rsa vkfn osQ :i esa dh tkrh
gSaA

pSacjfyu osQ vuqlkj] ¶foØ; ykxrsa os ykxrs gSa tks fdlh oLrq osQ ek¡x oØ dh 'kDy vFkok fLFkfr
esa ifjorZu ykus osQ mís'; ls yxkbZ tkrh gSaA¸ (Selling costs are costs incurred in order to
alter the position or shape of the demand curve for the product. —Chamberlin)

es;lZ osQ vuqlkj] ¶foØ; ykxrksa ls vfHkizk; mu ykxrksa ls gS tks fdlh xzkgd dks ,d oLrq dh
vis{kk nwljh oLrq vFkok ,d foozsQrk dh vis{kk nwljs fooszQrk ls oLrq [kjhnus osQ fy, izsfjr djrh
gSaA¸ (Selling costs may be defined as costs necessary to persuade a buyer to buy one
product rather than another or to buy from one seller rather than another.
—Meyers)

14-11 lkjka'k (Summary)

l ,dkfèkdkjh izfr;ksfxrk dh ,d eq[; fo'ks"krk ;g gS fd blosQ varxZr fofHkUu iQes± oLrq dh dher
esa ifjorZu fd, fcuk ,d nwljs ls izfr;ksfxrk djrh gSa tSls ^liZQ* rFkk ^,fj;y* dk mRiknu djus
okyh oaQifu;ksa dk mnkgj.k yhft,A ;fn vki ^liZQ* dk ,d fMCck ysaxs rks ,d 'kh'ks dk fxykl lkFk
feysxk] blh rjg ^,fj;y* dk fMCck ysus ls LVhy dk pEep lkFk feysxkA bl izdkj iQeks± esa xzkgdksa
dks fofHkUu izdkj dh lqfoèkk,¡ rFkk oLrq,¡ vkfn iznku djosQ viuh vksj vkd£"kr djus dh izfr}af}rk
pyrh jgrh gSA bl izdkj dh izfr;ksfxrk dks gh dher esa ifjorZu fd, fcuk gh izfr;ksfxrk (Non-
Price Competition) dgk tkrk gSA

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