This research deals with evaluation of customer demand of Russian household on the basis of income and expenditure data. The publication provides comparative review of customer demand theoretical models, and also provides justification for economic models from the customer demand point of view. Obtained results according to elasticity of demand can be used in medium term forecasts of customer demand. The final outcome of the paper is calculation between and within demand component based on the panel structure of applied data for prices and income as well as calculation of substitution effects and income.
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