Situational by jizhen1947



                              PPs – MM
                         FE – Manajemen
        Universitas Muhammadiyah Malang

1                            Bamisha
    Situational Influences

       Temporary conditions or settings that occur
        in the environment at a specific time and

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    Types of Situations

    1.   Consumption situation
    2.   Purchase situation
    3.   Communication situation

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    Consumption situation

        The one in which consumers use the brand
        Three types of situation
        1.   The in store purchase situation
        2.   Whether the purchase situation is for a gift
             giving occasion
        3.   Whether the purchase situation is

4                          Bamisha
    In store situations

            Important in influencing consumer purchasing
             decisions, especially for unplanned purchases
            For examples:
        1.     Product availability
        2.     Shelf position
        3.     Price promotions
        4.     Free samples
        5.     Displays
        6.     Ease of shopping

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    Gift Giving Situations
            Is whether consumers buy the product as a gift or
             for themselves
            Two types of situation
        1.     Holiday occasion
        2.     Significant moment
            Three stages gift giving ritual:
        1.     Identifies a gift giving situation
        2.     Process of gift giving and possibly exchanging gifts
        3.     The gift is disposed of by being consumed, displayed,
               stored away or returned

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    Unanticipated Purchase Situation

        When the consumer can’t anticipated their

        Two types of situation:
        1.   Unexpected situations
        2.   Out of stock product

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    Communication Situation

        Is the setting in which consumers are
         exposed to information

        Three types of situation:
        1.   The exposure situation
        2.   The context of the communication
        3.   The consumers’ mood state while receiving the

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    Characteristic of Consumption and
    Purchase Situation

    1.   Physical surroundings
    2.   Social surroundings
    3.   Time
    4.   Task definition
    5.   Antecedent states

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     A Model of Situational Determinants
     of Consumer Behavior

                    Consumers       Decision   Purchasing
                                    Making     Behavior


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     Situational Influence on Consumer

     1.   On product attitudes
     2.   On product choices
     3.   On decision making

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     Use of Situational Variables in
     marketing Strategy

     1.   Market segmentation
     2.   New product development
     3.   Product positioning
     4.   Advertising
     5.   Distribution

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