Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski SITUATIONAL INFLUENCES

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-2 Situational influences At the end of this session, you should understand: The types of ‘situational influences’ on consumer behaviour The nature of situational influence and its influence on consumer behaviour Unique aspects of the online buying situations and their influence on buying behaviour The impact of situational influences on marketing strategy

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-3 Situational influence Situational influences are temporary environmental conditions that exist at a specific time and place and which influence consumer behaviour Marketers must understand: – The types of situations and how they influence behaviour – How different situations affect consumers – How strong the situational influence is

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-4 Types of situations Different types of situations that affect your purchasing decisions include: – The message communication situation – The purchase situation – The consumption situation or usage situation

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-5 The message communication situation The setting in which the consumer receives the message and other communication variables, such as the message source and content Match product to media used, for example: – Building supply products during Room for Improvement – Deeko ad Other communication situations, for example: – Sponsorship - place brands on sports fields – Product placement in movies See EXHIBIT 12.1 This advertisement was cleverly placed in the middle of an Asian cooking supplement in a popular magazine, page 358. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-6 The purchase situation

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-7 The consumption situation or usage situation The setting in which the product is consumed or used We purchase different brands for different situation uses – e.g. soap purchased for yourself may be different from the soap purchased for a guest

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-8 The consumption situation or usage situation See EXHIBIT 12.3 Ego shown in the consumption situation and EXHIBIT 12.4 Another product being shown to ‘perform’, page 363. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 12-9 The influence of situation on behaviour Physical surroundings – Music – Colour – Merchandising – Store layout – Ambience – Atmosphere – Weather Social surroundings – We act differently amongst different people – e.g. family vs friends – The people you shop with can influence your behaviour Decision time – How much time you have can influence your behaviour – Seasonal decisions Importance of the decision – Influences how much thought and time you put into a decision Emotional influences – Moods affect shopping behaviours – Many shops try to influence moods in their choice of colours, music, layout, rewards, lighting, etc. The following are examples of where situation might affect behaviour:

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski Online buying situations Issues associated with online buying include: – Less time to evaluate alternatives - but marketers have the opportunity to provide valuable information on their products to consumers – No physical constraints online, for example:  Shelf space  No queueing  24/7 - the doors are never closed

Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski The impact of situational influences on marketing strategy Situational influences influence consumption patterns : – Need to research situational influences – Can manipulate situations in the environment and shopping environments – Position products according to usage situations See EXHIBIT 12.7 Scholl’s air travel socks are useful in very specific situations, to prevent deep vein thrombosis, page 373. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.