Situational Influences 6z6r65

Chapter 2 Situational Influences • Situations influence consumer behaviour –

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four main types of situations can be categorised according to five main dimensions implications for marketing strategy

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Topics • The types of situational influence • The nature of situational influence

• Dimensions of situation – – – – –

Physical Social Time (temporal) Task Antecedent

• Situational influences and marketing strategy

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Types of Situation • Communication situation –

Where? Alone or with others? Surrounding noise?

• Purchase situation –

Where? Alone or with others? In a hurry?

• Usage situation –

With guests or alone? For pleasure or for work?

• Disposal situation – –

Before the next purchase? Trade-ins? Or after the purchase, e.g. packaging

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Consumer Behaviour is Product–Person–Situation Specific

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The Role of Situation in Consumer Behaviour

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Five Dimensions of Situational Influence • Physical surroundings • Social surroundings

• Temporal perspectives • Task definition • Antecedent states

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Examples of Physical Surroundings • Store location • Interior decor

• Music • Smell / aromas • Temperature (air-conditioning or heating)

• Amount of choice provided

(by product category or across the categories)

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Typology of Service Environments

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The Impact of Background Music on Restaurant Patrons

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Impact of Physical Density on Shopper Perceptions

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Examples of Social Surroundings • Types of customers in the store • Queues and crowding

• Whether the consumer is likely to be known by

others/recognised • Whether there are high-profile people/celebrities shopping at that store • Whether the product will be consumed privately or in the presence of others

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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The Impact of Social Situations on Desired Dessert Attributes

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Examples of Temporal Influences • Whether the product is seasonal • Whether the product is urgently required

(snack between lectures) • Time available for shopping limited/excess (the product may be just an excuse for shopping) • How long the previous product lasted or was expected to last

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Examples of Task Influences • Is the product utilitarian or used as a status

symbol? • Is it a gift or for oneself? • Must the product be long-lasting/tough? (e.g. an everyday watch) or decorative? (e.g. a dress watch) • Is the product intended for several uses? (e.g. a family computer for study and internet access) Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Buying Factors in Gift-Giving Purchase Situations

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Examples of Antecedent States • Moods – –

Feeling sad triggers buying sweets or going to a funny movie Feeling rejected triggers buying games software

• Momentary conditions –

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Can’t eat ice cream because teeth hurt Can’t buy a book because left the credit card at home Buy more groceries because hungry before shopping

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Ritual Situations • A ritual situation can be described as a set of

interrelated behaviours that occur in a structured format, that have symbolic meaning and that occur in response to socially-defined occasions • Important to marketers as they define consumption, e.g. anniversaries, seasonal gifts • Traditions and rituals being continued and developed, e.g. Valentine's Day

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Situational Influences and Marketing Strategy • Developing a situational influence matrix • Positioning the product based on situation

• Segmenting the market based on usage situation – – –

alone in combination with other segmentation variable person/situation segmentation

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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The Situational Influence Matrix

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Usage Situations and Product Positioning

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Next Lecture… Chapter 3: Problem Recognition

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