Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–12–1 Chapter 2Situational Influences Situations influence consumer behaviour – four main types of situations – can be categorised according to five main dimensions – implications for marketing strategy

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–22–2 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

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–32–3 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, e.g. packaging

2–42–4 Consumer Behaviour is Product–Person–Situation Specific

2–52–5 The Role of Situation in Consumer Behaviour

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–62–6 Five Dimensions of Situational Influence Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent states

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–72–7 Examples of Physical Surroundings Store location Interior decor Music Smell / aromas Temperature (air-conditioning or heating) Amount of choice provided (by product category or across the categories)

2–82–8 Typology of Service Environments

2–92–9 The Impact of Background Music on Restaurant Patrons

2–10 Impact of Physical Density on Shopper Perceptions

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–11 Examples of Social Surroundings Types of customers in the store Queues and crowding Whether the consumer is likely to be known by others/recognised Whether there are high-profile people/celebrities shopping at that store Whether the product will be consumed privately or in the presence of others

2–12 The Impact of Social Situations on Desired Dessert Attributes

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–13 Examples of Temporal Influences Whether the product is seasonal Whether the product is urgently required (snack between lectures) Time available for shopping limited/excess (the product may be just an excuse for shopping) How long the previous product lasted or was expected to last

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–14 Examples of Task Influences Is the product utilitarian or used as a status symbol? Is it a gift or for oneself? Must the product be long-lasting/tough? (e.g. an everyday watch) or decorative? (e.g. a dress watch) Is the product intended for several uses? (e.g. a family computer for study and internet access)

2–15 Buying Factors in Gift-Giving Purchase Situations

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–16 Examples of Antecedent States Moods – Feeling sad triggers buying sweets or going to a funny movie – Feeling rejected triggers buying games software Momentary conditions – Can’t eat ice cream because teeth hurt – Can’t buy a book because left the credit card at home – Buy more groceries because hungry before shopping

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–17 Ritual Situations A ritual situation can be described as a set of interrelated behaviours that occur in a structured format, that have symbolic meaning and that occur in response to socially-defined occasions Important to marketers as they define consumption, e.g. anniversaries, seasonal gifts Traditions and rituals being continued and developed, e.g. Valentine's Day

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 2–18 Situational Influences and Marketing Strategy Developing a situational influence matrix Positioning the product based on situation Segmenting the market based on usage situation – alone – in combination with other segmentation variable – person/situation segmentation

2–19 The Situational Influence Matrix

2–20 Usage Situations and Product Positioning

2–21 Next Lecture… Chapter 3: Problem Recognition