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Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
CHAPTER
13
Situational
Influences
1
13-2
PART IV: CONSUMER DECISION PROCESS
2
| Define situational influence |
| Explain the four types of situations and their relevance to marketing strategy |
| Summarize the five characteristics of situations and their influence on consumption |
| Discuss ritual situations and their importance to consumers and marketers |
| Describe the use of situational influence in developing marketing strategy |
Learning Objectives
L03
L05
L01
L04
L02
Situational influence includes all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.
Consumers often behave very differently depending on situation.
13-4
The Nature of Situational Influence
The Mcgraw-Hill Companies, Inc./Christopher Kerrigan, photographer
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The following Video Clip demonstrates how going to Las Vegas often brings about different behavior by consumers!
13-5
Video Application
© Brand X Pictures/Punch Stock
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13-6
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13-7
The Nature of Situational Influence
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Four types of situations:
The Communications Situation
The Purchase Situation
The Usage Situation, and
The Disposition Situation
13-8
The Nature of Situational Influence
8
The five key dimensions or characteristics are
Physical surroundings
Social surroundings
Temporal perspectives
Task definition
Antecedent states
Situations can be described on a number of dimensions which determine their influence on consumer behavior.
13-9
Situational Characteristics and Consumer Behavior
9
Physical Surroundings
Store Atmosphere is the sum of all the physical features of a retail environment.
Atmospherics influences consumer judgments of the quality of the store and the store’s image.
Atmosphere is referred to as servicescape when describing a service business such as a hospital, bank or restaurant.
13-10
Situational Characteristics and Consumer Behavior
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Typology of Service Environments
Physical Surroundings
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Situational Characteristics and Consumer Behavior
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Components of physical surroundings:
Colors
Aromas
Music
Crowding
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Situational Characteristics and Consumer Behavior
12
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Situational Characteristics and Consumer Behavior
13
Temporal Perspectives
Limited purchase time often limits search.
Internet shopping is growing rapidly as a result of the time pressures felt by consumers.
Temporal perspectives deal with the effect of time on consumer behavior.
13-14
Situational Characteristics and Consumer Behavior
© image100/PunchStock
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Task Definition
Task definition is the reason the consumption activity is occurring.
Major distinction between purchases for self versus gift.
Consumers give gifts for many reasons:
social expectations
ritualized situations
to elicit return favors
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Situational Characteristics and Consumer Behavior
YouTube Spotlight
AT&T Mother’s Day Commercial
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Types of antecedent states:
Moods
Transient feeling states that are generally not tied to a specific event of object.
Momentary Conditions
Temporary states of being (tired, ill, having extra money, being broke, etc.)
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Situational Characteristics and Consumer Behavior
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Critical to marketers because they often involve prescribed consumption behaviors.
However, ritual behavior can involve injurious consumption, such as binge drinking.
A ritual situation is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.
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Ritual Situations
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Identify the different situations that might involve the consumption of a product.
Determine which products or brands are most likely to be purchased or consumed across those situations.
One method of dealing with this question is to jointly scale situations and products.
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Situational Influences and Marketing Strategy
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Situational Influences and Marketing Strategy
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Five Steps for Developing Situation-Based Marketing Strategies
| Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage satiations that influence the consumption of the product. |
| Survey a larger sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. |
| Construct a person-situation segmentation matrix. |
| Evaluate each cell in terms of potential. |
| Develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities. |
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Situational Influences and Marketing Strategy
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Situational Influences and Marketing Strategy
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