Full demand is a market state wherein consumers are willing to buy all units of a specific product. This is the type of demand that most manufacturers desire. A full demand scenario exists when a manufacturer is aware of the demand for a particular product and addresses that demand appropriately conforming to necessary product quality requirements. Unlike overfull demand, full demand means the manufacturer or seller is able to keep up with the demand.

Full demand for a particular company’s product could also mean there isn’t much competition and buyers are happy with the company’s offering. That said, such demand scenarios may not exist forever. The product’s monotonous nature, competitor product options, market-need exhaustion or increased customer expectations can lull down the full demand status going forward.

For example, a movie may open to full houses. However, the number of bookings for subsequent shows will inevitably go down. Kindly note, the movie hasn’t changed as far as its content and quality are concerned. Only the market has exhausted or, the target market either has people who’ve already seen the movie or individuals who aren’t interested in watching the film. Or perhaps a new movie has just released.

Sustaining Full Demand

To sustain the demand over a time period, the manufacturer would have to constantly reinvent its product or come up with an updated version of it. This would help the product stay relevant or keep up with changing market trends. The iPhone is generally always in full demand because Apple comes up with a fresh variant of the phone every year, with updated hardware and software. Apple’s original iPhone was a massive success. But if the tech giant happened to sell the same phone in 2017, it would only bite dust, for reasons aforementioned.