Explanation:

Individual demand refers to the demand for a good or a service by an individual (or a household). Individual demand comes from the interaction of an individual’s desires with the quantities of goods and services that he or she is able to afford. By desires, we mean the likes and dislikes of an individual. We assume that the individual is able to compare two goods (or collections of goods) and say which is preferred.

We assume two things:

(1) an individual prefers more to less and

(2) likes and dislikes are consistent.