VIEWS: 3 PAGES: 13 POSTED ON: 3/13/2012
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 situations Situation-based marketing strategies. Defined 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 behavior. 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 situations: 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 years 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 situations? 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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