Marketing 351 Chapter 13: Situational Influences

Situation

- Communications - Purchase - Use - Disposition

External influences

- Culture - Subculture - Demographics - Social status - Reference groups - Family - Marketing activities

Individual characteristics

- Culture and subculture - Demographics - Social class - Motivation - Personality - Attitudes - Lifestyle

Internal influences

- Perception - Learning - Memory - Motives - Personality - Emotions - Attitudes

Situation characteristics

- Physical features - Social surroundings - Temporal perspective - Task definition - Antecedent states

Consumption responses

- Problem recognition - Information processing - Alternative evaluation - Purchase - Use - Disposition - Evaluation

Marketing activity

- Product - Package - Advertisement - Sales presentation - Retail outlet

Antecedent states

Features of the individual person that are not lasting characteristics such as momentary moods or conditions - Moods - Momentary conditions

Four Types of Situations

1. The Communications Situation/Mood 2. The Purchase Situation 3. The Usage Situation 4. The Disposition 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 - Critical to marketers because they often involve prescribed consumption behaviors - Rituals seem to improve the consumption experience because they lead to greater involvement and interest

Hedonic

An experiential need, involving emotional responses or fantasies - Consumers like to buy, don't need

Social Surroundings

Are the other individuals present in the particular situation - People's actions are frequently influenced by those around them

Gertrude is very environmentally-conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation? A. Socially sensitive situation B. Disposition situation C. Usage situation D. Purchase situation E. Communications situation

B. Disposition situation

When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? A. Communication B. Usage C. Purchase D. Disposition E. All of these choices are correct

B. Usage

Example of Disposition Situation

Disposing product packages after or before product use. This can create significant social problems as well as opportunities for marketers.

Sharon has to purchase a gift for her mother and only has this afternoon to do so because her birthday party is that evening. She's wondering how she will be able get to the mall in time to pick out the perfect gift. This is an illustration of which situation characteristic? A. Physical features B. Social surroundings C. Temporal perspective D. Antecedent state

C. Temporal perspective

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

Servicescape

Describing a service or business such as a hospital, bank, or restaurant

Utilitarian

Designed to be useful or practical rather than attractive - More need-based

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 yet have an effect on current behavior

Physical Surroundings

Includes decor, sounds, aromas, lighting, weather, and configurations in merchandise or other materials surrounding the stimulus object - Atmospherics influences consumer judgments of the quality of the store and the store's image - Atmosphere is referred to as service scape when describing a service business such as a hospital, bank, or restaurant - Are widely used type of situation influence, particularly for retail applications -Atmosphere -Servicescape

Usage Situation

Marketers need to understand this for which their products are, or may become, appropriate. Using this knowledge, marketers can communicate how their products create consumer satisfaction in each relevant situation - After midnight menu - Breakfast menu

Ritual condition vs Random condition

Rituals take more time than random conditions - Example: "Knock on table, take deep breath, eat baby carrot." Repeat three times

Decision process

Situations - Problem recognition - Information search - Alternative evaluation and selection - Outlet selection and purchase - Postpurchase processes

Five Characteristics of Situations

Situations can be described on a number of dimensions which determine their influence on consumer behavior 1. Physical surroundings 2. Social surroundings 3. Temporal perspectives 4. Task definition 5. Antecedent states

Momentary Conditions

Temporary states of being (tired, ill, having extra money, being broke, etc.)

Task definition

The reason the consumption activity is occurring - The major dichotomy used by marketers is between purchases for self use or gift giving. Consumers give gifts for many reasons: - Social - Ritualized - To elicit: evoke or draw out a response, answer, or fact from someone's actions or questions

Purchase Situation

The situation in which a purchase is made can influence consumer behavior. Marketers must understand how this influence consumers in order to develop marketing strategies that enhance the purchase of their products - With/without children

Atmosphere

The sum of all the physical features of a retail environment - Influences consumer judgements of store quality and image - Retail oriented

Moods

Transient feeling states that are generally not tied to a specific event of object

Communications/Mood Situation

the situation in which consumers receive information has impact on their behavior. Is it better to play a happy or a sad television program? These are the questions marketers ask with respect to... - Win/lose games