Consumer Behavior Chapter 13

antecedent states

features of the individual person that are not lasting characteristics, such as momentary moods or conditions

Another approach for developing situation based marketing strategies

1. Use observational studies , focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of them product. 2. Survey a larger sample of consumers to better understand and quantify how the product is used and benefits sought in the usage situation by the market segment. 3. Construct a person- situation segmentation matrix. The rows are the major usage situations and the columns are groups of users with the unique needs or desires. Each cell contains the key benefits sought. 4. Evaluate each in terms of potential (sales volume , price level, cost to serve , competitor strength, and so forth) 5. Develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities.

___________ of consumers polled in a recent study stated that what they saw displayed on a mannequin influenced their purchase decision.

42%

Shopping has two important time-related dimensions

First, it has the potential to reduce the amount of time required to make a specific purchase. Second, it provides the consumer with almost total control over when the purchase is made

The five key dimensions or characteristics are

Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent states

embarrassment

a negative emotion influenced by both the product and the situation

ritual situation

a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning

situational influence

all those factors particular to a 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

physical surroundings

include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object

momentary conditions

reflect temporary states of being

Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant.

servicescape

communication situation

situation in which consumers receive information

Temporal Perspectives

situational characteristics that deal with the effect of time on consumer behavior

social surroundings

the other individuals present in the particular situation

atmospherics

the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers

task definition

the reason the consumption activity is occurring

purchase situation

the situation in which a purchase is made can influence consumer behavior

store atmosphere

the sum of all physical features of a retail environment

Moods

transient feeling states that are generally not tied to a specific event or object

Marketers needs to understand the _________ for which their products are,or may become, appropriate.

usage situations