Chapter 2 - Situational influences. All behaviour takes place within the context of a certain situation. Therefore, behaviour will not only vary between consumers but the same consumer will exhibit different behaviours from one situation to the next. In this chapter, we will consider: The types of situational influence, the nature of situational influence, dimensions of situation, situational influences and marketing strategy. | Chapter 2 Situational Influences Situations influence consumer behaviour four main types of situations can be categorised according to five main dimensions implications for marketing strategy 2– All behaviour takes place within the context of a certain situation. Therefore, behaviour will not only vary between consumers but the same consumer will exhibit different behaviours from one situation to the next. There are 4 types of situations. There are 5 dimensions of situational influences. The importance of these will be reflected in the influence they have on marketing strategy. Topics The types of situational influence The nature of situational influence Dimensions of situation Physical Social Time (temporal) Task Antecedent Situational influences and marketing strategy 2– So to summarise, we will discuss: the 4 types of situation influence; how they are classified into categories; and importantly, how this is reflected in the marketing strategy. Types of Situation Communication situation Where? Alone or with others? Surrounding noise? Purchase situation Where? Alone or with others? In a hurry? Usage situation With guests or alone? For pleasure or for work? Disposal situation Before the next purchase? Trade-ins? Or after the purchase, . packaging 2– The situation in which consumers receive information has an impact on their behaviour. If they are preoccupied then it is the marketer’s challenge to attract their attention, . they may be in a group, travelling, or not interested. Shoppers in convenience stores, in a group, or with a shortage of time are less likely to be price sensitive and search and compare brands. Marketers need to understand how the usage situation influences consumers’ selection and use of products. Some brands are selected for guests, while others are selected for private use, . generic brands are not likely to be used for guests. Purchasing influences alter if the purchase is for a business use or one’s personal use, . a | Chapter 2 Situational Influences Situations influence consumer behaviour four main types of situations can be categorised according to five main dimensions implications for marketing strategy 2– All behaviour takes place within the context of a certain situation. Therefore, behaviour will not only vary between consumers but the same consumer will exhibit different behaviours from one situation to the next. There are 4 types of situations. There are 5 dimensions of situational influences. The importance of these will be reflected in the influence they have on marketing strategy. Topics The types of situational influence The nature of situational influence Dimensions of situation Physical Social Time (temporal) Task Antecedent Situational influences and marketing strategy 2– So to summarise, we will discuss: the 4 types of situation influence; how they are classified into categories; and importantly, how this is reflected in the marketing strategy. Types of Situation .
