Thursday 29 March 2012

sources of company financing

Sourcing money may be done for a variety of reasons. Traditional areas of need may be for capital asset acquirement - new machinery or the construction of a new building or depot. The development of new products can be enormously costly and here again capital may be required. Normally, such developments are financed internally, whereas capital for the acquisition of machinery may come from external sources. In this day and age of tight liquidity, many organisations have to look for short term capital in the way of overdraft or loans in order to provide a cash flow cushion. Interest rates can vary from organisation to organisation and also according to purpose.

This chapter is intended to provide:
 
· An introduction to the different sources of finance available to management, both internal and external
· An overview of the advantages and disadvantages of the different sources of funds
· An understanding of the factors governing the choice between different sources of funds.

Structure of the chapter


This final chapter starts by looking at the various forms of "shares" as a means to raise new capital and retained earnings as another source. However, whilst these may be "traditional" ways of raising funds, they are by no means the only ones. There are many more sources available to companies who do not wish to become "public" by means of share issues. These alternatives include bank borrowing, government assistance, venture capital and franchising. All have their own advantages and disadvantages and degrees of risk attached.

Sources of funds


A company might raise new funds from the following sources:

· The capital markets:
i) new share issues, for example, by companies acquiring a stock market listing for the first time ii) rights issues
· Loan stock
· Retained earnings
· Bank borrowing
· Government sources
· Business expansion scheme funds
· Venture capital
· Franchising.

Ordinary (equityordinary shares) shares


Ordinary shares are issued to the owners of a company. They have a nominal or 'face' value, typically of $1 or 50 cents. The market value of a quoted company's shares bears no relationship to their nominal value, except that when ordinary shares are issued for cash, the issue price must be equal to or be more than the nominal value of the shares.
Deferred ordinary shares
are a form of ordinary shares, which are entitled to a dividend only after a certain date or if profits rise above a certain amount. Voting rights might also differ from those attached to other ordinary shares.
Ordinary shareholders put funds into their company:

a) by paying for a new issue of shares
b) through retained profits.

Simply retaining profits, instead of paying them out in the form of dividends, offers an important, simple low-cost source of finance, although this method may not provide enough funds, for example, if the firm is seeking to grow.
A new issue of shares might be made in a variety of different circumstances:

a) The company might want to raise more cash. If it issues ordinary shares for cash, should the shares be issued pro rata to existing shareholders, so that control or ownership of the company is not affected? If, for example, a company with 200,000 ordinary shares in issue decides to issue 50,000 new shares to raise cash, should it offer the new shares to existing shareholders, or should it sell them to new shareholders instead?
i) If a company sells the new shares to existing shareholders in proportion to their existing shareholding in the company, we have a rights issue. In the example above, the 50,000 shares would be issued as a one-in-four rights issue, by offering shareholders one new share for every four shares they currently hold. ii) If the number of new shares being issued is small compared to the number of shares already in issue, it might be decided instead to sell them to new shareholders, since ownership of the company would only be minimally affected.
b) The company might want to issue shares partly to raise cash, but more importantly to float' its shares on a stick exchange.
c) The company might issue new shares to the shareholders of another company, in order to take it over.

New shares issues
A company seeking to obtain additional equity funds may be:

a) an unquoted company wishing to obtain a Stock Exchange quotation b) an unquoted company wishing to issue new shares, but without obtaining a Stock Exchange quotation
c) a company which is already listed on the Stock Exchange wishing to issue additional new shares.

The methods by which an unquoted company can obtain a quotation on the stock market are:

a) an offer for sale
b) a prospectus issue
c) a placing
d) an introduction.

Offers for sale:
An offer for sale is a means of selling the shares of a company to the public.

a) An unquoted company may issue shares, and then sell them on the Stock Exchange, to raise cash for the company. All the shares in the company, not just the new ones, would then become marketable. b) Shareholders in an unquoted company may sell some of their existing shares to the general public. When this occurs, the company is not raising any new funds, but just providing a wider market for its existing shares (all of which would become marketable), and giving existing shareholders the chance to cash in some or all of their investment in their company.

When companies 'go public' for the first time, a 'large' issue will probably take the form of an offer for sale. A smaller issue is more likely to be a placing, since the amount to be raised can be obtained more cheaply if the issuing house or other sponsoring firm approaches selected institutional investors privately.
Rights issues
A rights issue provides a way of raising new share capital by means of an offer to existing shareholders, inviting them to subscribe cash for new shares in proportion to their existing holdings.
For example, a rights issue on a one-for-four basis at 280c per share would mean that a company is inviting its existing shareholders to subscribe for one new share for every four shares they hold, at a price of 280c per new share.
A company making a rights issue must set a price which is low enough to secure the acceptance of shareholders, who are being asked to provide extra funds, but not too low, so as to avoid excessive dilution of the earnings per share.
Preference shares
Preference shares have a fixed percentage dividend before any dividend is paid to the ordinary shareholders. As with ordinary shares a preference dividend can only be paid if sufficient distributable profits are available, although with 'cumulative' preference shares the right to an unpaid dividend is carried forward to later years. The arrears of dividend on cumulative preference shares must be paid before any dividend is paid to the ordinary shareholders.
From the company's point of view, preference shares are advantageous in that:

· Dividends do not have to be paid in a year in which profits are poor, while this is not the case with interest payments on long term debt (loans or debentures). · Since they do not carry voting rights, preference shares avoid diluting the control of existing shareholders while an issue of equity shares would not.
· Unless they are redeemable, issuing preference shares will lower the company's gearing. Redeemable preference shares are normally treated as debt when gearing is calculated.
· The issue of preference shares does not restrict the company's borrowing power, at least in the sense that preference share capital is not secured against assets in the business.
· The non-payment of dividend does not give the preference shareholders the right to appoint a receiver, a right which is normally given to debenture holders.

However, dividend payments on preference shares are not tax deductible in the way that interest payments on debt are. Furthermore, for preference shares to be attractive to investors, the level of payment needs to be higher than for interest on debt to compensate for the additional risks.
For the investor, preference shares are less attractive than loan stock because:

· they cannot be secured on the company's assets
· the dividend yield traditionally offered on preference dividends has been much too low to provide an attractive investment compared with the interest yields on loan stock in view of the additional risk involved.

Loan stock


Loan stock is long-term debt capital raised by a company for which interest is paid, usually half yearly and at a fixed rate. Holders of loan stock are therefore long-term creditors of the company.
Loan stock has a nominal value, which is the debt owed by the company, and interest is paid at a stated "coupon yield" on this amount. For example, if a company issues 10% loan stocky the coupon yield will be 10% of the nominal value of the stock, so that $100 of stock will receive $10 interest each year. The rate quoted is the gross rate, before tax.
Debentures are a form of loan stock, legally defined as the written acknowledgement of a debt incurred by a company, normally containing provisions about the payment of interest and the eventual repayment of capital.
Debentures with a floating rate of interest
These are debentures for which the coupon rate of interest can be changed by the issuer, in accordance with changes in market rates of interest. They may be attractive to both lenders and borrowers when interest rates are volatile.
Security
Loan stock and debentures will often be secured. Security may take the form of either a fixed charge or a floating charge.

a) Fixed charge; Security would be related to a specific asset or group of assets, typically land and buildings. The company would be unable to dispose of the asset without providing a substitute asset for security, or without the lender's consent. b) Floating charge; With a floating charge on certain assets of the company (for example, stocks and debtors), the lender's security in the event of a default payment is whatever assets of the appropriate class the company then owns (provided that another lender does not have a prior charge on the assets). The company would be able, however, to dispose of its assets as it chose until a default took place. In the event of a default, the lender would probably appoint a receiver to run the company rather than lay claim to a particular asset.

The redemption of loan stock
Loan stock and debentures are usually redeemable. They are issued for a term of ten years or more, and perhaps 25 to 30 years. At the end of this period, they will "mature" and become redeemable (at par or possibly at a value above par).
Most redeemable stocks have an earliest and latest redemption date. For example, 18% Debenture Stock 2007/09 is redeemable, at any time between the earliest specified date (in 2007) and the latest date (in 2009). The issuing company can choose the date. The decision by a company when to redeem a debt will depend on:

a) how much cash is available to the company to repay the debt
b) the nominal rate of interest on the debt. If the debentures pay 18% nominal interest and the current rate of interest is lower, say 10%, the company may try to raise a new loan at 10% to redeem the debt which costs 18%. On the other hand, if current interest rates are 20%, the company is unlikely to redeem the debt until the latest date possible, because the debentures would be a cheap source of funds.

There is no guarantee that a company will be able to raise a new loan to pay off a maturing debt, and one item to look for in a company's balance sheet is the redemption date of current loans, to establish how much new finance is likely to be needed by the company, and when.
Mortgages are a specific type of secured loan. Companies place the title deeds of freehold or long leasehold property as security with an insurance company or mortgage broker and receive cash on loan, usually repayable over a specified period. Most organisations owning property which is unencumbered by any charge should be able to obtain a mortgage up to two thirds of the value of the property.
As far as companies are concerned, debt capital is a potentially attractive source of finance because interest charges reduce the profits chargeable to corporation tax.

Retained earnings


For any company, the amount of earnings retained within the business has a direct impact on the amount of dividends. Profit re-invested as retained earnings is profit that could have been paid as a dividend. The major reasons for using retained earnings to finance new investments, rather than to pay higher dividends and then raise new equity for the new investments, are as follows:

a) The management of many companies believes that retained earnings are funds which do not cost anything, although this is not true. However, it is true that the use of retained earnings as a source of funds does not lead to a payment of cash. b) The dividend policy of the company is in practice determined by the directors. From their standpoint, retained earnings are an attractive source of finance because investment projects can be undertaken without involving either the shareholders or any outsiders.
c) The use of retained earnings as opposed to new shares or debentures avoids issue costs.
d) The use of retained earnings avoids the possibility of a change in control resulting from an issue of new shares.

Another factor that may be of importance is the financial and taxation position of the company's shareholders. If, for example, because of taxation considerations, they would rather make a capital profit (which will only be taxed when shares are sold) than receive current income, then finance through retained earnings would be preferred to other methods.
A company must restrict its self-financing through retained profits because shareholders should be paid a reasonable dividend, in line with realistic expectations, even if the directors would rather keep the funds for re-investing. At the same time, a company that is looking for extra funds will not be expected by investors (such as banks) to pay generous dividends, nor over-generous salaries to owner-directors.

Bank lending


Borrowings from banks are an important source of finance to companies. Bank lending is still mainly short term, although medium-term lending is quite common these days.
Short term lending may be in the form of:

a) an overdraft, which a company should keep within a limit set by the bank. Interest is charged (at a variable rate) on the amount by which the company is overdrawn from day to day; b) a short-term loan, for up to three years.

Medium-term loans are loans for a period of from three to ten years. The rate of interest charged on medium-term bank lending to large companies will be a set margin, with the size of the margin depending on the credit standing and riskiness of the borrower. A loan may have a fixed rate of interest or a variable interest rate, so that the rate of interest charged will be adjusted every three, six, nine or twelve months in line with recent movements in the Base Lending Rate.
Lending to smaller companies will be at a margin above the bank's base rate and at either a variable or fixed rate of interest. Lending on overdraft is always at a variable rate. A loan at a variable rate of interest is sometimes referred to as a floating rate loan. Longer-term bank loans will sometimes be available, usually for the purchase of property, where the loan takes the form of a mortgage. When a banker is asked by a business customer for a loan or overdraft facility, he will consider several factors, known commonly by the mnemonic PARTS.

- Purpose
- Amount
- Repayment
- Term
- Security


P The purpose of the loan A loan request will be refused if the purpose of the loan is not acceptable to the bank.
A The amount of the loan. The customer must state exactly how much he wants to borrow. The banker must verify, as far as he is able to do so, that the amount required to make the proposed investment has been estimated correctly.
R How will the loan be repaid? Will the customer be able to obtain sufficient income to make the necessary repayments?
T What would be the duration of the loan? Traditionally, banks have offered short-term loans and overdrafts, although medium-term loans are now quite common.
S Does the loan require security? If so, is the proposed security adequate?


Leasing


A lease is an agreement between two parties, the "lessor" and the "lessee". The lessor owns a capital asset, but allows the lessee to use it. The lessee makes payments under the terms of the lease to the lessor, for a specified period of time.
Leasing is, therefore, a form of rental. Leased assets have usually been plant and machinery, cars and commercial vehicles, but might also be computers and office equipment. There are two basic forms of lease: "operating leases" and "finance leases".
Operating leases
Operating leases are rental agreements between the lessor and the lessee whereby:

a) the lessor supplies the equipment to the lessee b) the lessor is responsible for servicing and maintaining the leased equipment
c) the period of the lease is fairly short, less than the economic life of the asset, so that at the end of the lease agreement, the lessor can either

i) lease the equipment to someone else, and obtain a good rent for it, or
ii) sell the equipment secondhand.

Finance leases
Finance leases are lease agreements between the user of the leased asset (the lessee) and a provider of finance (the lessor) for most, or all, of the asset's expected useful life.
Suppose that a company decides to obtain a company car and finance the acquisition by means of a finance lease. A car dealer will supply the car. A finance house will agree to act as lessor in a finance leasing arrangement, and so will purchase the car from the dealer and lease it to the company. The company will take possession of the car from the car dealer, and make regular payments (monthly, quarterly, six monthly or annually) to the finance house under the terms of the lease.
Other important characteristics of a finance lease:

a) The lessee is responsible for the upkeep, servicing and maintenance of the asset. The lessor is not involved in this at all. b) The lease has a primary period, which covers all or most of the economic life of the asset. At the end of the lease, the lessor would not be able to lease the asset to someone else, as the asset would be worn out. The lessor must, therefore, ensure that the lease payments during the primary period pay for the full cost of the asset as well as providing the lessor with a suitable return on his investment.
c) It is usual at the end of the primary lease period to allow the lessee to continue to lease the asset for an indefinite secondary period, in return for a very low nominal rent. Alternatively, the lessee might be allowed to sell the asset on the lessor's behalf (since the lessor is the owner) and to keep most of the sale proceeds, paying only a small percentage (perhaps 10%) to the lessor.

Why might leasing be popular
The attractions of leases to the supplier of the equipment, the lessee and the lessor are as follows:

· The supplier of the equipment is paid in full at the beginning. The equipment is sold to the lessor, and apart from obligations under guarantees or warranties, the supplier has no further financial concern about the asset. · The lessor invests finance by purchasing assets from suppliers and makes a return out of the lease payments from the lessee. Provided that a lessor can find lessees willing to pay the amounts he wants to make his return, the lessor can make good profits. He will also get capital allowances on his purchase of the equipment.
· Leasing might be attractive to the lessee:

i) if the lessee does not have enough cash to pay for the asset, and would have difficulty obtaining a bank loan to buy it, and so has to rent it in one way or another if he is to have the use of it at all; or ii) if finance leasing is cheaper than a bank loan. The cost of payments under a loan might exceed the cost of a lease.

Operating leases have further advantages:

· The leased equipment does not need to be shown in the lessee's published balance sheet, and so the lessee's balance sheet shows no increase in its gearing ratio. · The equipment is leased for a shorter period than its expected useful life. In the case of high-technology equipment, if the equipment becomes out-of-date before the end of its expected life, the lessee does not have to keep on using it, and it is the lessor who must bear the risk of having to sell obsolete equipment secondhand.

The lessee will be able to deduct the lease payments in computing his taxable profits.

Hire purchase


Hire purchase is a form of instalment credit. Hire purchase is similar to leasing, with the exception that ownership of the goods passes to the hire purchase customer on payment of the final credit instalment, whereas a lessee never becomes the owner of the goods.
Hire purchase agreements usually involve a finance house.

i) The supplier sells the goods to the finance house.
ii) The supplier delivers the goods to the customer who will eventually purchase them.
iii) The hire purchase arrangement exists between the finance house and the customer.

The finance house will always insist that the hirer should pay a deposit towards the purchase price. The size of the deposit will depend on the finance company's policy and its assessment of the hirer. This is in contrast to a finance lease, where the lessee might not be required to make any large initial payment.
An industrial or commercial business can use hire purchase as a source of finance. With industrial hire purchase, a business customer obtains hire purchase finance from a finance house in order to purchase the fixed asset. Goods bought by businesses on hire purchase include company vehicles, plant and machinery, office equipment and farming machinery.

Government assistance


The government provides finance to companies in cash grants and other forms of direct assistance, as part of its policy of helping to develop the national economy, especially in high technology industries and in areas of high unemployment. For example, the Indigenous Business Development Corporation of Zimbabwe (IBDC) was set up by the government to assist small indigenous businesses in that country.

Venture capital


Venture capital is money put into an enterprise which may all be lost if the enterprise fails. A businessman starting up a new business will invest venture capital of his own, but he will probably need extra funding from a source other than his own pocket. However, the term 'venture capital' is more specifically associated with putting money, usually in return for an equity stake, into a new business, a management buy-out or a major expansion scheme.
The institution that puts in the money recognises the gamble inherent in the funding. There is a serious risk of losing the entire investment, and it might take a long time before any profits and returns materialise. But there is also the prospect of very high profits and a substantial return on the investment. A venture capitalist will require a high expected rate of return on investments, to compensate for the high risk.
A venture capital organisation will not want to retain its investment in a business indefinitely, and when it considers putting money into a business venture, it will also consider its "exit", that is, how it will be able to pull out of the business eventually (after five to seven years, say) and realise its profits. Examples of venture capital organisations are: Merchant Bank of Central Africa Ltd and Anglo American Corporation Services Ltd.
When a company's directors look for help from a venture capital institution, they must recognise that:

· the institution will want an equity stake in the company
· it will need convincing that the company can be successful
· it may want to have a representative appointed to the company's board, to look after its interests.

The directors of the company must then contact venture capital organisations, to try and find one or more which would be willing to offer finance. A venture capital organisation will only give funds to a company that it believes can succeed, and before it will make any definite offer, it will want from the company management:

a) a business plan b) details of how much finance is needed and how it will be used
c) the most recent trading figures of the company, a balance sheet, a cash flow forecast and a profit forecast
d) details of the management team, with evidence of a wide range of management skills
e) details of major shareholders
f) details of the company's current banking arrangements and any other sources of finance
g) any sales literature or publicity material that the company has issued.

A high percentage of requests for venture capital are rejected on an initial screening, and only a small percentage of all requests survive both this screening and further investigation and result in actual investments.

Franchising


Franchising is a method of expanding business on less capital than would otherwise be needed. For suitable businesses, it is an alternative to raising extra capital for growth. Franchisors include Budget Rent-a-Car, Wimpy, Nando's Chicken and Chicken Inn.
Under a franchising arrangement, a franchisee pays a franchisor for the right to operate a local business, under the franchisor's trade name. The franchisor must bear certain costs (possibly for architect's work, establishment costs, legal costs, marketing costs and the cost of other support services) and will charge the franchisee an initial franchise fee to cover set-up costs, relying on the subsequent regular payments by the franchisee for an operating profit. These regular payments will usually be a percentage of the franchisee's turnover.
Although the franchisor will probably pay a large part of the initial investment cost of a franchisee's outlet, the franchisee will be expected to contribute a share of the investment himself. The franchisor may well help the franchisee to obtain loan capital to provide his-share of the investment cost.
The advantages of franchises to the franchisor are as follows:

· The capital outlay needed to expand the business is reduced substantially.
· The image of the business is improved because the franchisees will be motivated to achieve good results and will have the authority to take whatever action they think fit to improve the results.

The advantage of a franchise to a franchisee is that he obtains ownership of a business for an agreed number of years (including stock and premises, although premises might be leased from the franchisor) together with the backing of a large organisation's marketing effort and experience. The franchisee is able to avoid some of the mistakes of many small businesses, because the franchisor has already learned from its own past mistakes and developed a scheme that works.
Now attempt exercise 7.1.
Exercise 7.1 Sources of finance
Outdoor Living Ltd., an owner-managed company, has developed a new type of heating using solar power, and has financed the development stages from its own resources. Market research indicates the possibility of a large volume of demand and a significant amount of additional capital will be needed to finance production.
Advise Outdoor Living Ltd. on:

a) the advantages and disadvantages of loan or equity capital b) the various types of capital likely to be available and the sources from which they might be obtained
c) the method(s) of finance likely to be most satisfactory to both Outdoor Living Ltd. and the provider of funds.

Wednesday 28 March 2012

Insurance principles

Understanding Principles of Insurance
The main objective of every insurance contract is to give financial security and protection to the insured from any future uncertainties. Insured must never ever try to misuse this safe financial cover.
Seeking profit opportunities by reporting false occurrences violates the terms and conditions of an insurance contract. This breaks trust, results in breaching of a contract and invites legal penalties.

Insurance
Principles
Main principles of Insurance:
Utmost good faith
Indemnity
Subrogation
Contribution
Insurable Interest
Proximate Cause
1.
Utmost Good Faith (Uberrimae Fides)
As a client it is your duty to disclose all material facts to the risk being covered. A material fact is a fact which would influence the mind of a prudent underwriter in deciding whether to accept a risk for insurance and on what terms. The duty to disclose operates at the time of inception, at renewal and at any point mid term.
2.
Indemnity
On the happening of an event insured against, the Insured will be placed in the same monetary position that he/she occupied immediately before the event taking place. In the event of a claim the insured must:
Prove that the event occurred
Prove that a monetary loss has occurred
Transfer any rights which he/she may have for recovery from another source to the Insurer, if he/she has been fully indemnified.
3.
Subrogation
The right of an insurer which has paid a claim under a policy to step into the shoes of the insured so as to exercise in his name all rights he might have with regard to the recovery of the loss which was the subject of the relevant claim paid under the policy up to the amount of that paid claim. The insurer’s subrogation rights may be qualified in the policy.
In the context of insurance subrogation is a feature of the principle of indemnity and therefore only applies to contracts of indemnity so that it does not apply to life assurance or personal accident policies. It is intended to prevent an insured recovering more than the indemnity he receives under his insurance (where that represents the full amount of his loss) and enables his insurer to recover or reduce its loss.
4.
Contribution
The right of an insurer to call on other insurers similarly, but not necessarily equally, liable to the same insured to share the loss of an indemnity payment i.e. a travel policy may have overlapping cover with the contents section of a household policy. The principle of contribution allows the insured to make a claim against one insurer who then has the right to call on any other insurers liable for the loss to share the claim payment.
5
I. nsurable Interest
If an insured wishes to enforce a contract of insurance before the Courts he must have an insurable interest in the subject matter of the insurance, which is to say that he stands to benefit from its preservation and will suffer from its loss.
In non-marine insurances, the insured must have insurable interest when the policy is taken out and also at the date of loss giving rise to a claim under the policy.
6.
Proximate Cause
An insurer will only be liable to pay a claim under an insurance contract if the loss that gives rise to the claim was proximately caused by an insured peril. This means that the loss must be directly attributed to an insured peril without any break in the chain of causation.

7. Principle of Loss Minimization

principle of loss minimization
According to the Principle of Loss Minimization, insured must always try his level best to minimize the loss of his insured property, in case of uncertain events like a fire outbreak or blast, etc. The insured must take all possible measures and necessary steps to control and reduce the losses in such a scenario. The insured must not neglect and behave irresponsibly during such events just because the property is insured. Hence it is a responsibility of the insured to protect his insured property and avoid further losses.
For example :- Assume, Mr. John's house is set on fire due to an electric short-circuit. In this tragic scenario, Mr. John must try his level best to stop fire by all possible means, like first calling nearest fire department office, asking neighbours for emergency fire extinguishers, etc. He must not remain inactive and watch his house burning hoping, "Why should I worry? I've insured my house."

Tuesday 27 March 2012

Consumption Function

Consumption Function
Propensity to consume is also called consumption function.  In the Keynesian theory, we are concerned not with the consumption of an individual consumer but with the sum total of consumption spending by all the individuals.  However, in generalizing the consumption behaviour of the whole economy, we have to draw some useful conclusions from the study of the behaviour of a normal consumer, which may be valid for all consumers’ behaviour of the economy.  Aggregate consumption depends on consumption function or propensity to consume.
The economic term ‘consumption’ means the amount spent on consumption at a given level of income.  ‘Consumption function’ or ‘propensity to consume’ means the whole of the schedule showing consumption expenditure at various levels of income.  It tells us how consumption expenditure increases as income increases.  The consumption function or propensity to consume, therefore, indicates a functional relationship between the aggregates, viz., total consumption expenditure and the gross national income.  It is a schedule that expresses relationship between consumption and disposable income.
According to Keynesian theory, following are the factors that influence consumption:
(a)    The real income of the individual,
(b)   The past savings, and
(c)    Rate of interest.
Average and Marginal Propensities to Consume:
The average propensity to consume (apc) is a relationship between total consumption and total income in a given period of time.  In other words, apc is the ratio of consumption to income.  Thus:
apc     =          C
                         Y
Where            C         :           Consumption
            Y         :           Income
            apc      :           Average propensity to consume
While, the marginal propensity to consume (mpc) measures the incremental change in consumption as a result of a given increment in income.  In other words, mpc is the ratio of change in consumption to the change in income.
mpc    =          ΔC
                         ΔY
Where ΔC     :           Incremental change in consumption
            ΔY       :           Incremental change in income
            mpc    :           Marginal propensity to consume
the normal relationship between income and consumption is that when income increases, consumption also increases, but by less than the increase in income.  In other words, in normal circumstances, mpc is less than one.  It is drawn as a straight-line with a slope of less than one.  This slope indicates the percentage of additional disposable income that will be spent.  It is assumed that the whole additional income is not spent, i.e., a certain amount is spent and the remainder is saved.  This can be further explained with the help of following table and diagram:
Income
Consumption
Saving
100
75
25
120
90
30
140
105
35
180
135
45
220
165
55
In the above diagram, OL is the income line and OP is income consumption curve.  The income consumption line OP lies below the income line OL.  The mpc will be measured by the tangent of the angle that income consumption curve makes with X-axis.
The curve as we have drawn turns out to be straight line rising from the origin, which means that mpc is constant throughout.  This, however, need not be so and the curve may well become flatter as income rises, for as more and more consumption needs have been satisfied, a greater share of an increase in income than before may be saved.  The dotted curve OM represents such a relationship showing that as income rises, mpc becomes smaller and smaller.
There is a level of disposable income (DI) at which the entire income is spent and nothing is saved.  This point is often known as ‘point of zero savings’.  Below this level of DI, the consumption expenditure will exceed the DI.  There may be cases in which the consumer has no income at all.  In such cases, the income consumption curve may not rise from the origin but from farther left showing that when income is zero, consumption is not zero and that the individual is living on his past savings.
Propensity to Save:
In the above diagram, ON represents the saving-income curve.  Savings at a given level of income can also be read off from the distance between a point on income-consumption curve and corresponding point on income curve (See the figure of income-consumption relationship).  The marginal propensity to save (mps) can be measured by the slope of income-saving curve ON.  Marginal propensity to save (mps) is the increment in savings caused by a given increment in income.  The mps is always equal to one minus mpc:
Keynes’ Law of Consumption:
Keynes propounded a law based on the analysis of consumption function.  This law is known as ‘Fundamental Law of Consumption’ or ‘Psychological Law of Consumption’.  It states that aggregate consumption is a function of aggregate disposable income.
Propositions of the Law:
This law consists of three propositions:
(a)    When aggregate income increases, consumption expenditure will also increase but by a somewhat smaller amount.
(b)   When income increases, the increment of income will be divided in same proportion between saving and consumption.  Consumption and saving go side by side.  What is not consumed is saved.  Savings is, thus, the complement of consumption.
(c)    As income increases, both consumption spending and saving go up.  An increment in income is unlikely to lead either to less spending or less savings than before.  It will seldom happen that a person may decrease his consumption or his savings when he has got more income.
Assumptions:
(a)   Habits of people regarding spending do not change or that the propensity to consume remains the same or stable.
(b)   The economic conditions remain normal.  There is no hyper-inflation or war or other abnormal conditions.
(c)    The economy is a free-market economy.  There is no government intervention.
(d)   The important characteristic of the slope of consumption function is that the marginal propensity to consume (mpc) will be less than unity.  This results in low-consumption and high-saving economy.
Implications:
According to Keynesian theory, the mpc is less than unity, which brings out the following implications:
(a)   Since consumption largely depends on income and consumption function is more or less stable, it is necessary to increase investment fill the gap of declining consumption as income increases.  If this is not done, the increased output will not be profitable.
(b)   When the income increases, and the consumption are not increased, there is a danger of over-production.  The government will have to step in to remedy the situation.  Therefore, the policy of laissez-faire will not work here.
(c)    If the consumption is not increased, the marginal efficiency of capital (MEC) will diminish.  The demand for capital will also diminish, and all the economic progress will come to a standstill.
(d)   Keynes’ Law explains the turning points in the business cycle.  When the trade cycle has reached the highest point of prosperity, income has gone up.  But since consumption does not correspondingly go up, the downward cycle starts, for demand has lagged behind.  In the same manner, when the business cycle has touched the lowest point, the cycle starts upwards, because consumption cannot be diminished beyond a certain point.  This is due to the stability of mpc.
(e)    Since the mpc is less than unity, this law explains the over-saving gap.  As income goes on increasing, consumption does not increase as much.  Hence saving process proceeds cumulatively and there arises a danger of over-saving.
(f)     This law also explains the unique nature of income generation.  If money is injected into the economic system, it will increase consumption but to a smaller extent than increase in income.  This again is due to the fact that consumption does not increase along with increase in income.
Factors Influencing Consumption Function:
There are certain factors affecting the propensity to consume in the long-run:
1. Objective Factors:
(a)   Distribution of income: It is generally observed that the average and marginal propensities to consume of the poor are greater than those of the rich.  This is because the poor has a lot of unsatisfied wants and he is likely to seize every opportunity that comes his way to satisfy them.  On the other hand, the rich have already a high standard of living and relatively less urgent wants remain to be satisfied, so that in their case, an addition to their incomes is more likely to be saved than spent on consumption.
(b)   Fiscal policy: Fiscal policy of the government will also influence the consumption behaviour of an economy.  A reduction in taxation will leave more post-tax incomes with the people and this will stimulate higher expenditure on consumptions.  Similarly, an increase in taxes will depress consumption.
(c)    Changes in business expectations: Business expectations by affecting the incomes of certain classes of people affect consumption function.
(d)   Windfall gains and losses: The windfall losses and gains arising out of changes in capital values affect the ‘saving brackets’ mostly and not the spending sections.  Hence, their influence on consumption function is not so well marked.
(e)   Liquidity preferences: Another factor is the people’s liquidity preferences.  If people prefer to keep their income in liquid ford, consumption is reduced correspondingly.
(f)     Substantial changes in the rate of interest.
2. Subjective Factors:
(a)   Individual motives to save:
(i)      Building of reserves for unforeseen contingencies as illness or unemployment,
(ii)    To provide for anticipated future needs such as daughter’s wedding, son’s education, etc.
(iii)   To enjoy an enlarged future income by investing funds out of current income, etc.
(b)   Business motives:
(i)      The desire to expand business,
(ii)    The desire to face emergencies successfully,
(iii)   The desire to have successful management,
(iv)  The desire to ensure sufficient financial provision against depreciation and obsolescence.
Measures for Raising Consumption:
1.      Redistribution of income in favour of poor where propensity to consume is greater.
2.      Comprehensive social security measures like unemployment doles, old-age pension, sickness insurance, etc.
3.      Liberal wage policy, and
4.      Credit facilities for middle and poor classes for purchasing more consumer goods.
Importance of Consumption Function:
1.      Important tool of macro-economic analysis.
2.      Value of the multiplier gives us a link between changes in investment and changes in income.
3.      Consumption function invalidates the Say’s Law, which states that supply creates its own demand, because this theory does not hold accurate in the real world.
4.      It shows the crucial importance of investment.
5.      It explains the reasons of declining MEC.
6.      It explains the turning points of business cycle.
Post-Keynesian Developments Regarding Consumption Function:
(a) The Ratchet Effect:
(i)                  Professor Duesenberry says that in matter of consumption, an individual is not merely influenced by current income, but also by standard of living in the past.
(ii)                The consumers are not easily reconciled to fall in their income.  They try hard to maintain their previous standard of living.  This is to maintain their position among their relatives, friends and neighbours.
(iii)             Consumption as a proportion of income goes up as income increases and does not fall in the same proportion as the income falls.  In other words, consumption is not reversible.  This is known as ‘Ratchet Effect’.
(b) Demonstration Effect:
(i)                  The Duesenberry Hypothesis suggests that the consumer expenditure depends on relative and not on absolute incomes.  The consumption function is linear rather than curved because it is the income of a family relative to that of other families.
(ii)                The ‘Demonstration Effect’ determines how much a consumer spent and how much he saves.  Middle-class and poor people imitate the life style of rich people.  People in under-developed countries try to follow the consumption pattern of affluent nations.  This is called the ‘Demonstration Effect’, and it is dangerous as it retards the economic growth.
(c) Pigou Effect:
(i)                 When prices fall as a result of a cut in money wages, the purchasing power of money with a consumer increases, or there is an increase in the real value of money.  People feel that they are now better off and they increase their consumption expenditure.  This leads to expansion in GNP and has been referred to as ‘Pigou Effect’.
(ii)                Keynes seems to be agreed that theoretically it is possible to bring about full employment by sufficiently lowering the money wages.  But the process would be so slow that it could be ignored as a practical possibility.  It would be more realistic to assume that wages are not so flexible (as assumed by Pigou) as to permit the working of Pigou effect to bring about full employment.
(d) Government Consumption:
(i)                  Another factor which affects consumption and the level of economic activity is the government expenditure.
(ii)                It differs from country to country and in the same country it differs over time.
(iii)               Government may have a vital role in creating employment, influencing consumption and adjusting saving through fiscal and other policies.
Theories of Consumption Function:
There are three different economic theories explaining consumption-income relationship:
(a)   Absolute Income Theory: According to Keynes, on average, men increase their consumption as their income increases but not by as much as the increase in income.  In other words, the average propensity to consume goes down as the absolute level of income goes up.  Hence, according to this theory, the level of consumption expenditure depends upon the absolute level of income and the relationship between the two variables is non-proportionate.  However, it is pointed out that although this relationship is one of non-proportionality, yet there is illusion of proportionality caused by factors other than income, viz., accumulated wealth, migration to urban areas, new consumer goods, etc.  Owing to such factors as these, the consumers spend more and the relationship appears to be proportional.
(b)   Relative Income Hypothesis: The Relative Income Hypothesis was first introduced by Dorothy Brady and Ross Friedman.  It states that the consumption expenditure does not depend on the absolute level of income but instead the relative level of income.
According to Dussenberry, there is a strong tendency for the people to emulate and imitate the consumption pattern of their neighbours.  This is the ‘demonstration effect’.  The relative income hypothesis also tells us that the level of consumption spending is determined by the households’ level of current income relative to the highest level of income earned previously.  People are then reluctant to revert to the previous low level of consumption.  This is ‘ratchet effect’.
The relative income theory states that if current and peak incomes grow together changes in consumption are always proportional to change in income.  That is, when the current income rises proportionally with peak income, the apc remains constant.
This proportionality relationship can be illustrated by the following diagram:

Income and consumption lines (Y and C) show proportional relationship, when income grows steadily.  Similarly, if income grows in spurts and dips, the response of the consumption is same.  Thus Y’ and C’ lines show proportional relationship.
(c)   Permanent Income Hypothesis: Friedman draws a distinction between permanent consumption and transitory consumption.  Permanent consumption stands for that part of consumer expenditure which the consumer regards as permanent and the rest is transitory.  Distinction can also be made between durable and non-durable consumer goods.  Durable consumption is concerned with purchasing capital assets and in the case of non-durable goods the act of consumption destroys the good.  Ordinary consumer expenditure relates to non-durable consumption, i.e., consumption of goods which are quickly used in consumption.  These are the ‘flow’ items since a flow of them is being continuously consumed.  On the other hand, durable consumption, which relates to the purchase of capital assets, is an act of investment.  These are ‘stock’ items.
According to Friedman, permanent consumption (Cp) is a function of:
(i)            Rate of interest,
(ii)          Rates of consumer’s income from property and his personal effort, i.e., human and non-human wealth, and
(iii)         Consumer’s preference for immediate consumption multiplied by permanent income (Yp).
The permanent income theory really emphasises the important role of capital assets or wealth in determining the size of consumption.  It shows how both income and consumption are closely linked with the consumer’s wealth.  It is capital and wealth, which affects the level of consumption rather than consumer’s income.
(d)   Life Cycle Hypothesis: According to Life Cycle Hypothesis, the consumption function is affected more by consumer’s whole life income rather than his current income.  This view has been put forward by Modigliani, Brumberg and Ando.  The permanent income hypothesis focuses attention on the income of the consumer earned in recent past as well as expected future earnings (and wealth).  But the life cycle hypothesis states the consumption function depends upon consumer’s whole life income.  In childhood, the consumer earns nothing but spends all the same (his parents spend on him); in the middle age, when he comes to have a family, he earns and spends.  But he will be earning more than he spends.  He tries to save enough to maintain himself in his old age when he will not be able to earn or earn much.  Over his life span, the consumer tries to maintain a certain uniform standard and with that end in view he organises whole life’s uneven income flows of cash receipts.  In other words, he will arrange his income and expenditure in such a manner as to maintain a certain standard of living which he desires.
The ‘Life Cycle Hypothesis’ seems to be quite realistic and plausible.  It may be noted, however, that this hypothesis emphasises income as derived from wealth more than cash receipts.  It also draws our attention to the fact that the consumers have to make a choice between immediate consumption and accumulating of assets for future use.