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Chapter 2 - Situational influences. All behaviour takes place within the context of a certain situation. Therefore, behaviour will not only vary between consumers but the same consumer will exhibit different behaviours from one situation to the next. In this chapter, we will consider: The types of situational influence, the nature of situational influence, dimensions of situation, situational influences and marketing strategy.
Chapter Situational Influences • Situations influence consumer behaviour – – – 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 2–1 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 2–2 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 2–3 Consumer Behaviour is Product–Person–Situation Specific 2–4 The Role of Situation in Consumer Behaviour 2–5 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 2–6 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 2–7 Typology of Service Environments 2–8 The Impact of Background Music on Restaurant Patrons 2–9 Impact of Physical Density on Shopper Perceptions 2–10 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 2–11 The Impact of Social Situations on Desired Dessert Attributes 2–12 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 2–13 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 2–14 Buying Factors in Gift-Giving Purchase Situations 2–15 Examples of Antecedent States • Moods – – Feeling sad triggers buying sweets or going to a funny movie Feeling rejected triggers buying games software • Momentary conditions – – – 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 2–16 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 2–17 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 2–18 The Situational Influence Matrix 2–19 Usage Situations and Product Positioning 2–20 Next Lecture… Chapter 3: Problem Recognition 2–21 ... Copyright 20 04 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2 18 The Situational Influence Matrix 2 19 Usage Situations and Product Positioning 2 20 Next Lecture ... others Copyright 20 04 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2 11 The Impact of Social Situations on Desired Dessert Attributes 2 12 Examples of Temporal... the next purchase? Trade-ins? Or after the purchase, e.g packaging Copyright 20 04 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2 3 Consumer Behaviour is