Professional Documents
Culture Documents
Situational Influences
Situational Influences
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
21
Topics
The types of situational influence The nature of situational influence
Dimensions of situation
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
22
Types of Situation
Communication situation
Where? Alone or with others? Surrounding noise? Where? Alone or with others? In a hurry? With guests or alone? For pleasure or for work? Before the next purchase? Trade-ins? Or after the purchase, e.g. packaging
Purchase situation
Usage situation
Disposal situation
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
23
Consumer Behaviour is
ProductPersonSituation Specific
24
25
Temporal perspectives
Task definition Antecedent states
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
26
Music
Smell / aromas Temperature (air-conditioning or heating)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
27
28
29
210
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
211
212
(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
213
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
214
215
Feeling sad triggers buying sweets or going to a funny movie Feeling rejected triggers buying games software Cant eat ice cream because teeth hurt Cant buy a book because left the credit card at home Buy more groceries because hungry before shopping
Momentary conditions
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
216
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
217
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
218
219
220
Next Lecture
Chapter 3: Problem Recognition
221