CONSUMER BEHAVIOUR

 Key Words & Terms :

1. Consumer behavior: How consumers make purchasing decisions with
available resources.
2. Consumer: Anyone who is engaged in purchasing process.
3. Cultural anthropology: Study of humans in a society.
4. Customer: This is regular purchaser form a specific store or company.
5. Marketing concept: Consumer oriented marketing approach.
6. Organizational consumer: Buys goods and services for profit and non-
profit organizations.
7. Personal consumer: Buys goods and services for personal use.
8. Causal Research: Study in which one variable is studied at a time, keeping
others constant
9. Exploratory Research: Used to explore an issue or a situation
10. Qualitative Study: Used mostly to generate new ideas
11. Quantitative Study: Used when descriptive information is required
12. Sample Size: How many to survey
13. Sampling Unit: Who is to be surveyed
14. Secondary Research: Art of locating second hand data
15. Thematic Apperception Test: Respondents are shown a picture and asked
to describe the picture
16. Biogenic Needs: Basic needs like food, water, clothing etc.
17. Goals: The purpose toward which an endeavor is directed.
18. Hedonic Needs: Needs that relate to emotions or fantasies
19. Motivation: Internal and external factors that empower you and set you
on track to achieving your goals

Compiled By : Asst.Prof.Pruthvirajsinh Rathod – JVIMS - Jamnagar

20. Motivational Research: Type of marketing research (qualitative research)
employed to uncover subconscious motivations of consumers that influence
their behaviour.
21. Needs: Felt state of deprivation of some basic satisfaction
22. Ego: Individual's conscious control. Id: It is unconscious and not capable
of dealing with object realty.
23. Ideal Self: What we would like to be.
24. Personality: The complex of all the attributes - behavioral,
temperamental, emotional and mental-that characterize a unique individual.
25. Self-image: How an individual perceives himself.
26. Super-ego: Moral part of one's personality.
27. Traits: Characteristics that define your personality.
28. Cues: weak stimuli not capable alone of arousing consumers
29. Extrinsic Stimuli: activities to influence consumer behavior
30. Intrinsic Stimuli: product and its components like packaging, label,
features etc.
31. Just Noticeable Difference: smallest detectable difference between two
values of the same stimulus
32. Sensation: immediate and direct response to stimuli

33. Classical Conditioning: Reflexive or automatic type of learning in which a

stimulus acquires the capacity to evoke a response that was originally evoked by
another stimulus.
34. Instrumental Conditioning: A method of learning that occurs through
rewards and punishments for behavior.
35. Learning Curve: A graphical representation of the changing rate of
learning (in the average person) for a given activity or tool.

Compiled By : Asst.Prof.Pruthvirajsinh Rathod – JVIMS - Jamnagar

36. Reinforcement: Specialist term in operant conditioning for the 'stamping-
in' of stimulus associations and response habits that follows the experience of
reward.
37. Stimulus Generalisation: Transfer of a response learned to one stimulus
to a similar stimulus
38. Stimulus Discrimination: The individual learns to distinguish, for response
purposes, between similar stimuli.
39. Attitude: The way we think, feel and act towards some aspect of
environment
40. Multi Attribute: Having many attributes or features
41. Salient Beliefs: Concern specific attributes or consequences Source
42. Derogations: Negative thoughts about the source of the message
Utilitarian
43. Function: Attitude function helps consumers achieve desired benefits
44. Cognitive Dissonance: Feeling of doubt, discomfort or anxiety
45. Utilitarian Function: Attitude function helps consumers achieve desired
benefits
46. Anticipatory Aspiration Group: Group that an individual wants to join in
future
47. Coercive Power: Power to disapprove or punish
48. Disclaimant Group: One may join this group but reject the values of the
group
49. Formal Groups: They have a basic structure
50. Informal Groups: They are loosely defined
51. Norms: Defined rules and standards of a group
52. Opinion leaders: Those who can exert personal influence in certain
situations

Compiled By : Asst.Prof.Pruthvirajsinh Rathod – JVIMS - Jamnagar

53. Referent Power: Power that grows with the level of identification of
member Symbolic
54. Aspiration Group: Group that an individual admires but unlikely to join
55. Consumer Socialisation: The process by which an individual acquires the
skills needed to function in the marketplace as a consumer.
56. Family lifecycle: Describes how a traditional family evolves from
bachelorhood to children to solitary retirement.
57. Matriarchal Family: A social system in which the mother is head of the
family.
58. Patriarchal Family: A social system in which the father is the head of the
family and men have authority over women and children.
59. Culture: The totality of socially transmitted behavior patterns, arts,
beliefs, institutions, and all other products of human work and thought.
60. Instrumental values: The values that measure basic approaches an
individual might take to reach end state values.
61. Personal values: They reflect the individual's choices made from variety
of social values to which an individual gets exposed to.
62. Terminal values: The values designed to measure the relative importance
of end states of existence or personal goals.
63. Values: Serve as standards that guide our behaviour across situations and
over time
64. Age cohort: A group of people with a similar age
65. Etiquette: The customary code of polite behavior in society or among
members of a particular profession or group.
66. Monochronic cultures: cultures that place a great deal of importance on
managing and controlling time

Compiled By : Asst.Prof.Pruthvirajsinh Rathod – JVIMS - Jamnagar

67. Personal Space: closeness to an individual without making him
uncomfortable
68. Polychronic cultures: cultures in which people like to do multiple things at
the same time
69. Sub-culture: different cultures within culture
70. Stimulus Diffusion: sharing of ideas between different cultures
71. Awareness Set: Contains evoked set, inept set and inert set
72. Evoked Set: Contains brands that consumer will evaluate
73. Inept Set: Contains those brands which consumers find unworthy of
consideration
74. Inert Set: Contains those brands which consumers are aware of, but won't
consider
75. Limited Decisions: Simple decisions involving internal search and a little
external search
76. Nominal Decisions: Routine and habitual purchase decisions
77. Continuous innovation: modest, gradational, ongoing upgrades or
enhancements of existing technologies or products
78. Diffusion of innovation: describes the manner in which a product is
disseminated in the marketplace
79. Discontinuous innovation: technological, product or service innovation in
an industry or market that requires end-users to change behavior
80. Laggards: Are the last ones to adopt a product
81. Opinion leaders: Those who can exert personal influence in certain
situations
82. NeuroMarketing : It is a new field of marketing which uses medical
technologies such as functional Magnetic Resonance Imaging (fMRI) to study the
brain's responses to marketing stimuli.

Compiled By : Asst.Prof.Pruthvirajsinh Rathod – JVIMS - Jamnagar