consumer behavior chapter 13

ritual situation

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

types of antecedent states:

moods and momentary conditions

atmosphere

referred to as servicescape when describing a service business such as a hospital, bank or restaurant

four types of situations:

1. communications situation 2. purchase situation 3. usage situation 4. disposition situation

five steps for developing situation-based marketing strategies

1. use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage satiations that influence the consumption of the product. 2. survey a larger sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. 3. construct a person-situation segmentation matrix. 4. evaluate each cell in terms of potential 5. develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities.

components of physical surroundings

colors, aromas, music, crowding

temporal perspectives

deal with the effect of time on consumer behavior. - limited purchase time often limits search - internet shopping is growing rapidly as a result of the time pressures felt by consumers

situational influence

includes 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. - consumers often behave very differently depending on situation

atmospherics

influence consumer judgements of the quality of the store and the store's image

momentary conditions

temporary states of being, such as being tired, being ill, having extra money, or being broke

task definition

the reason the consumption activity is occurring. - major distinction between purchases for self vs gift. - consumers give gifts for many reasons: social expectations, ritualized situations, to elicit return favors

store atmosphere

the sum of all the physical features of a retail environment

moods

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

five key dimensions or characteristics:

1. physical surroundings 2. social surroundings 3. temporal perspectives 4. task definition 5. antecedent states