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Unit 3: Consumer Markets and Consumer Buying Behaviour

3.6 Keywords Notes

Consumer Behaviour: It involves the act of ‘Individuals which are directly involved in making
decisions to spend their available resources in obtaining and using goods and services.
Culture: It is the wholesome way of consumers and explains his mosaic of living. It is a way of
living that distinguishes a group of people from others. Culture is learned and transmitted from
one generation to another.
Lifestyle: A person’s activities, interests, attitudes, opinions, values and behaviour patterns in
explaining his way of living.
Motive: A need sufficiently stimulated to move an individual to seek satisfaction
Personality: The person’s distinguishing psychological characteristics that lead to relatively
consistent responses to his or her own environment.
Physiological Needs: These are the innate (i.e. biogenic needs) needs for food, water, clothing
and shelter and are also known as primary needs.

Primary Groups: It is the group which interacts regularly and informally.
Reference Groups: It is the Groups of people who interact formally or informally influencing
(direct or indirect) each others’ attitudes and behaviour.
Secondary Groups: It is the group which Interacts occasionally and formally.

3.7 Review Questions

1. “It important to consider the behaviour of consumers while deciding on the marketing
mix of the company”. Explain with suitable examples.
2. Discuss the impact of Western films on the outlook of urban youth in India. Identify the
consumption of two products in different categories that reflect this.
3. How do airlines and education services marketers use the concept of reference group
influence in their strategy?
4. What are different consumer needs, as described by Maslow? Give proper examples to
explain each of them. Where can you fit in banking needs?
5. What is post purchase behaviour? In what product purchase situations, post purchase
dissonance or dissatisfaction is more likely?

6. Discuss any two situations that show the influence of culture/sub-culture on consumer
purchase behaviour.
7. Discuss the steps involved in purchase decision of a LCD TV. Also mention a few
advertisements that influenced you.
8. Do you think that changing status of women in society has brought about changes in the
family decision process? Substantiate your answer.

9. Name two reference groups that are important to you. How do these influence your
buying behavior?
10. Explain the personal factors that affect the consumer’s behaviour.
11. Foreign companies sometimes find it difficult to establish their brands in the Indian market.
Give any one instance where such a thing happened and what were the reasons behind it?

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