THE IMPACT OF SITUATIONAL FACTORS

ON CONSUMER DECISION-MAKING:
Implications for Highlands Coffee in Vietnamese market

Presented By: Instructor:

Group 3 - Hay Lam Ms. Nguyen Thi To Mai
 The Team Behind Us
Teamwork Is The Key

Trương Thảo Vy Nguyễn Thị Kim Thoa Nguyễn Ngọc Hải Yến
721H0686 721H0135 721H0687
 Table Of Content
Introducing the concept of
01. situational factors in
consumer decision-making
The concept of situational
03. factors in consumer decision-
making to a particular business

The four types of situations

02. and their relevance to 04. Conclusion
marketing strategies.
Chapter 1

Introducing the
concept of situational
factors in consumer
decision-making
Situational
factors
all those factors particular to a time and
place of consumer that are not related to
personal knowledge and stimulus
attributes but can have a demonstrable
and systematic effect on current behavior.
 Situational factors include
external and internal factors:

External factors Internal factors

specific sources of the come from consumers' own lifestyle
influence coming from outside and way of thinking. In other words,
the consumers rather than internal influences can also be
from inside. known as psychological influences.
External Culture Sub-culture Family

factors

Demographics Social status Marketing activities

 PERCEPTION LEARNING AND MEMORY Internal
factors

MOTIVES, PERSONALITY AND EMOTION ATTITUDES

Chapter 2

The four types of

situations and their
relevance to
marketing strategies.
COMMUNICATIONS PURCHASE USAGE DISPOSITION
SITUATION SITUATION SITUATION SITUATION
consumers receive a purchase is made can which their products are, or Consumers frequently dispose
information has an impact influence consumer may become, appropriate of products/product packages
on their behavior. behavior. after or before product use
 Marketers often attempt to place their ads in
appropriate media contexts to enhance their
effectiveness.

A marketer is able to deliver an effective message to

consumers who are interested in the product and are
in a receptive communications situation. However,
finding high interest potential buyers in receptive
COMMUNICATIONS communications situations is a difficult challenge.
SITUATION
consumers receive
information has an impact
on their behavior.
 Marketers must understand how purchase situations
influence consumers such as the effect of other
people on an individual’s shopping behavior in-store
in order to develop marketing strategies that
enhance the purchase of their products.

PURCHASE
SITUATION
a purchase is made can
influence consumer
behavior.
 Marketers can communicate how their products
create consumer satisfaction in each relevant usage
situation.
The ability to expand beyond traditional uses for a
given product, for example.
Research indicates that expanded usage situation
strategies can produce major sales gains for
established products.
USAGE
SITUATION
which their products are, or
may become, appropriate
 Marketers need to understand how situational
influences affect disposition decisions or the factors
contributing to recycling behavior in order to develop
more effective and ethical products and marketing
programs.

DISPOSITION
SITUATION
Consumers frequently dispose
of products/product packages
after or before product use
 ...allows marketers to
most people develop products,
“create” many of advertising, and
the situations segmentation
strategies based on
they face...
the situations
Determine which
products or One method of
brands are most approaching this
likely to be is to jointly scale
purchased or situations and
consumed across products
those situations.
The situation is always potentially important and therefore of concern to
marketing managers.
The complexity of a situation make it a difficult element of marketing mix.
However, once a particular situational change has been identified, it may
become an opportunity.
Chapter 3

The concept of
situational factors in
consumer decision-
making to a particular
business
 Social
Surroundings
EXTERNAL Vietnamese people have a habit of

FACTORS gossiping about other people's stories.

Especially, a negative story such as
arguments, or secrets, … Based on this
trend, Highlands used “ the broken heart”
with attractive comments such as “I feel
betrayed”, and “I have a lot of horns on my
head”. It looks like a drama story that is
suitable for Vietnamese taste.
 Social Class
Highlands realized that GenZ and GenY are
EXTERNAL potential customers to promote their
FACTORS brand. The young ages always have a
powerful response to the latest trend.
Therefore, Highlands confirmed the target
audience is GenZ and GenY. This
advertisement attracted both GenZ and
GenY’s curiosity.
 Marketing
Activities
EXTERNAL The aim of this campaign created a
FACTORS negative topic for discussion. The young
ages shared their betrayed story with the
community network and criticized
unfaithful people. As a result, this topic
discussion achieved 60.000 comments.
INTERNAL FACTORS

Emotions
Target customers: GenZ and GenY see
“ the broken heart” post and after
that, they feel curious and excited
about the drama's story. They were
not only surprised that the big brand
was betrayed but also excited when
scold bad guys or stalked other stories
in 60.000 comments.
INTERNAL FACTORS

Attitudes
The young ages respond powerfully to
this message. They created an
interesting T-shirt with Highlands’s
logo and slang “Hai lần mất em/ anh”.
These t-shirts are sold on Shopee and
Lazada and people can easily buy
them.
INTERNAL FACTORS

Antecedent
states
The young ages want to show their
trends and catch up with the trend,
they always keep up with the latest
fashion trend. So these T-Shirts
achieved hundreds of purchases on E-
commerce.
Conclusions
This campaign achieved
134.000 likes, 60.000
comments, and 11.000 shares
on Facebook. It approached
millions of young ages
because of appearing on
Tiktok and Instagram.
Besides, it also the reaction of
other pages such as Brand
Vietnam, viez.vn,...
Chapter 4

CONCLUSION
 Analyzing and capturing situational influences to develop a good
marketing plan is always a big deal for every business, because there are
factors that marketers can not easily control.
Highlands Coffee understand very well the behavior of their audience
groups, so as to grasp the “insight” of their target customers to marketing
their brand with flying colors.