Situational Influence by dffhrtcv3


									The Nature of Situational Influences
                Chapter Goals
 Examine situations in which consumption occurs
 The way situations influence consumption behaviors
 Key characteristics of situations the nature of ritual
 Situation-based marketing strategies.
 Situational Influences – all those factors to a
  particular 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
 Consumers will often behave very differently
  depending on their situation.
  Situation Interacts with Marketing Activity and
Individual to Determine Behavior
 4 Types of Situational Influence
Communication Situation
Purchase Situation
Usage Situation
Disposition Situation
The Communication Situation
 Defined: the situation in which consumers receive
  information has an impact on their behavior.
 Whether one is alone or in a group, in a good mood or
  bad, in a hurry or not influences the degree in which
  one sees and listens to market communications.
 Is it better to advertise on a happy or sad TV program?
  Calm or exciting?
Communication Situation Cont.
 Consider the marketing difficulty for these
 Your favorite team just lost the most important game
  of the year
 Finals begin tomorrow
 Your roommates watch only comedy programs
 You have the flu
 You are driving home on a cold night without a
  working heater
        The Purchase Situation
 Defined: the situation in which a purchase is made can
  influence consumer behavior.
 A mother shopping with her child can be more influenced
  by her child’s product preferences.
 A shortage of time can also influence purchasing
  decisions (store choice, # of brands considered, $ willing
  to pay)
 Marketers must understand the purchase situations in
  order to develop market strategies to enhance purchases
  of their product.
      Purchase Situation Cont.
 How would you alter your purchase decision for a
  beverage in the following situations?
 You are in a very bad mood
 A good friend says “That stuff is bad for you”
 The store you are in does no carry your brand
 There is a long line at the checkout stand when you
  enter the store
 You are with someone you want to impress
         The Usage Situation
 Definition: knowledge of the situation in which
  products are, or may become, appropriate.
 Using this knowledge, marketers can communicate
  how their products can create consumer satisfaction in
  each relevant usage situation.

 Going further: expanded usage situation strategies
 can produce major sales gains for established
 products. (ex: Kraft + Grey Poupon, Coach)
         Usage Situation Cont.
 What beverage would you want to consume in the
  following usage situations?
 Friday afternoon after your last final exam
 With your parents for lunch
 After dinner on a cold snowy evening
 At dinner with a friend you have not seen in several
 When you are feeling sad or homesick
     The Disposition Situation
 Consumers most frequently dispose of products or
  product packages before or after product use.
 The disposition situation can create significant social
  problems as well as opportunities for marketers
 Marketers need to understand how situational
  influences affect disposition decisions to help them
  provide more effective and ethical products and
  marketing programs.
The Disposition Situation Cont.
 How would your disposition decision differ in these
 You have finished a drink at a mall and there is a trash
  can nearby but no recycle. What do you do?
 You and your friends have just finished drinks. Your
  friends toss them into the recycle. What do you do?

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