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Consumers
who are able and willing to buy
Movement on the demand curve
when a change in price results in movment on the demand curve
Factors that cause a shift in the demand curve
increase in income, a rise in the price of substitutes, change in taste, increase in advertising, a rise in population
Movement on the supply curve
a change in price results in movement on the supply curve
Factors that shift the supply curve
change in cost of production, change in supply of resources, government subsidies, weather
Market equilibrium
demands equal supply