Situational Influences Chapter 2 s Situations influence consumer

Situational Influences Chapter 2 s Situations influence consumer behaviour s There are four main types of situations s Situational influences can be categorised according to five main dimensions s Situational influences have implications for marketing strategy Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 1

Topics Covered Today s Types of situations s The nature of situational influence s Situation classification Physical Social Time Task Antecedent s Situational influences and marketing strategy Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 2

Types of Situation s Communication ô Where? Alone or with others? Surrounding noise? s Purchase situation ô Where? Alone or with others? In a hurry? s Consumption situation ô Public or private? For pleasure or for work? s Disposal situation ô Required for next purchase? Trade-ins? Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 3

Consumer Behaviour is Product — Person— Situation Specific Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 4

The Role of Situation in Consumer Behaviour s Insert Fig. 2. 2 3/e Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 5

Five Classes of Situational Influence s s s Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent states Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 6

Examples of Physical Surroundings s s s Store location Interior decor Music Smell Temperature (air-conditioning or heating) Amount of choice provided (by product category or across the categories) Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 7

Examples of Social Surroundings s Types of customers in the store s Queues and crowding s Whether the consumer is likely to be known by others/recognised s Whethere are high profile people/celebrities shopping at that store s Whether the product will be consumed privately or in the presence of others Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 8

Examples of Temporal Influences s Whether the product is seasonal s Whether the product is urgently required (broken calculator before the exam) s Whethere is time for shopping or not: the product may be just an excuse for shopping s How long the previous product lasted or was expected to last Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 9

Examples of Task Influences s Is the product utilitarian or used as a status symbol? s Is it a gift or for oneself? s Must the product be long lasting/tough (e. g. a watch to be taken on a boat trip) or decorative (e. g. a dress watch)? s Is the product intended for several uses? (e. g. a laptop for study and internet access) Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 10

Examples of Antecedent States s Moods Feeling sad triggers buying sweets or going to a funny movie Feeling rejected triggers buying games software s Momentary conditions Can’t buy 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 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 11

Impact of Physical Density on Shopper Perceptions Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 12

Situational Influence and Marketing Strategy s Developing a situational influence matrix s Positioning the product based on situation s Segmenting the market based on usage situation ô alone ô in combination with other segmentation variable ô person/situation segmentation Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 13

Use Situations and Product Positioning Copyright 2002 Mc. Graw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3 e by Neal, Quester and Hawkins 14