chapter 13 situational
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all factors in 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.
The four types of situational influence
The Communications Situation, The Purchase Situation The Usage Situation, and The Disposition Situation
The communications behavior
The situation in which consumers receive information has an impact on their behavior.
The Purchase Situation
The situation in which a purchase is made can influence consumer behavior. Marketers must adapt strategies to the purchase situation. interpersonal relationships
The Usage Situation
Research indicates that expanded usage situation strategies can produce major sales gains.
The Disposition Situation
Disposal of products/packages can create significant social problems as well as opportunities for marketers. Some consumers consider ease of disposition an important product attribute.
store atmosphere. colors, aromas, music, crowding.
nfluences consumer judgments of the quality of the store and the store’s image
servicescape when describing a service business such as a hospital, bank or restaurant
when other people are there, shopping is a visible activity, the use of brands are subject to social influence
Limited purchase time often limits search, internet shopping
the reason the consumption activity is occurring. distinction between purchases for self versus gift. Consumers give gifts for many reasons: social expectations, ritualized situations, to elicit return favors
non-lasting features, moods and momentary conditions (sick, broke)
triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. Critical to marketers because often involve prescribed consumption behaviors. However, it can involve injurious consumption, such as binge drinking.
Situational Influences and Marketing Strategy
different situations that might involve the consumption of a product and when products or brands are most likely to be purchased or consumed. One method of dealing with this question is to jointly scale situations and products.
Five Steps for Developing Situation-Based Marketing Strategies
- -Use observational studies, focus group discussions and secondary data to discover the various usage satiations that influence the consumption of the product.
- -Survey a larger sample of consumers to see product usage and the benefits sought by the market segment.
- -Construct a person-situation segmentation matrix.
- -Evaluate each cell in terms of potential.
- -Develop a marketing strategy for those cells that offer sufficient profit potential given your capabilities.
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