Consumer Beh FINAL part 1

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Consumer Beh FINAL part 1
2012-11-26 10:26:45
Consumer Beh FINAL part

Consumer Beh FINAL part 1
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  1. Situational Influence
    includes all 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
  2. Four types of situations
    • communication situation
    • purchase situation
    • usage situation
    • disposition situation
  3. Atmospherics
    • sum of ¬†all the psysical features of a retail environment
    • influences consumer judgements of store's image/quality
  4. Components of physical surroundings
    • colors
    • aromas
    • music
    • crowding
  5. Termporal Perspectives
    • deal with the effect of time on consumer behavior
    • limited purchase often limits search
  6. Task Definition
    • reason the consumption activity is occurring
    • major distinction between purchases for self vs. gift
  7. Types of Antecedent States
    • Moods: trasient feeling states that are generally not tied to a specific event of object
    • Momentary Conditions: temporary states of being (tired, ill, having extra money, being broke)
  8. Ritual Situation
    • socially defined occasion that triggers a set of inerrelated behaviors that occur in a structured format and that have symbolic meaning
    • critical to marketers b/c they involve prescribed consumption behaviors
    • can involve injurious consumption (binge drinking)
  9. Situational Influences Marketing Strategy
    • identify the different situations that might involve the consumption of a product
    • determine which products/brands are most likely to be purchased or consumed across those situations
  10. Five Steps for Developing Situation-Based Marketing Strategies
    • 1. use observational studies, focus groups, and depth interviews to discover the usage situations 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. constuct 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