What are non-price determinants in economics?

In microeconomics, the price of a product has the most significant effect on consumer behaviour (demand) and producer behaviour (supply). However, many other factors affect the quantities demanded and supplied at every price. For example, consumers will pay a higher price for products they prefer. Hence, if consumer preference for a product increases, consumers will demand more at each price.

The demand schedule below shows consumer preferences before and after an advertising campaign. Assuming the advertising campaign is successful—it increases consumer preference for the good—quantity demanded increases at every price.

Price	Quantity demanded$_1$	Quantity demanded$_2$
$0	200	250
$10	150	200
$20	100	150
$30	50	100
$40	0	50

Economists call this change an increase in demand. An increase in demand differs from an increase in quantity demanded, which occurs when the price decreases. An increase in demand is shown by a rightward shift of the demand curve; a decrease in demand is shown by a leftward shift of the demand curve. The table below shows how the determinants and how they impact demand:

Non-price determinant of demand	Demand shifts right if…	Demand shifts left if…
Tastes and preferences	consumers want a product more	consumers want a product less
Price of related goods (substitutes)	price of other goods increases	price of other goods decreases
Price of related goods (complements)	price of other goods decreases	price of other goods increases
Income (normal goods)	incomes increase	incomes decrease
Income (inferior goods)	incomes decrease	incomes increase
Future expectations of price	prices are expected to rise	prices are expected to fall
Number of consumers	consumers join market	consumers leave market

Similarly, when factors other than price change producer preference, supply increases (the supply curve shifts right) or decreases (the supply curve shifts left).

Non-price determinant of supply	Supply shifts right if…	Supply shifts left if…
Cost of raw materials/labour	costs decrease	costs increase
Price of related goods (joint supply)	price of other goods increases	price of other goods decreases
Price of related goods (competitive supply)	price of other goods decreases	price of other goods increases
Taxes and subsidies	indirect taxes decrease/subsidies increase	indirect taxes increase/subsidies decrease
Future expectations of price	prices are expected to fall	prices are expected to rise
Technology	technology increases	technology decreases
Number of firms	firms join market	firms leave market