Situational influences on
consumer behavior
Shopping is an activity that many
individuals participate in. But
what motivates people to buy?
Retailers such as
•
Spend millions of dollars annually to get
consumers to shop
•
There are about 800 Victoria's Secret stores
nationwide
Victoria’s advertising budget approximately $55
million
But hold up Victoria
You do know that not every shopper comes
into your store to make a purchase?
Sometimes they’re just looking or their
motivation to shop cannot be controlled by
you or the customer.
We call that motivating
factor (the one that cannot
be controlled by you):
Situational influences which
can affect the customer’s
purchasing decisions
Situational Influences are
factors specific to a time
and place that a customer
reacts to.
These factors include:
if the consumer is in a hurry
or relaxed,
shopping alone or
with friends or
with their kids,
if the store is crowded or
empty.
The three major situational
influences are Time, Place and
Conditions.
I may not have time to
consider your brands because
the store is crowded.
Time could also be:
 Time
of day
 Time of week
 Time of year
 Season
Place—the décor, furniture,
colors and clothing of the
employees will affect the
motivation of the consumer
for example: All that
Conditions—Women tend
to purchase more when
they shop with friends…..
Climate has a lot to do with why
we purchase what we purchase.
If it is cold outside you would be
more likely to purchase Victoria
Secret’s HOT
Speaking of PINK……Did you
know that Colors are used to
affect customers and in most
cases they won’t even know it!
PINK is the universal color of
LOVE (Bravo Victoria, but then
you knew that)
What better way to play on the
emotions.. With PINK
Promotional deals, such as
cents-off sales or
2-for-the-price-of-1also
influence a customer’s
purchase
And then there’s the Crowds—
that’s always going to lead to
negative shopping experiences.
The more crowded a store is the
more likely customers are going to
feel confined and unhappy and
will find a way to spend less time
in the store and may make
uninformed shopping decisions.
Victoria Secret knows about
crowded stores. Just throw in
a supermodel and a free pair
of panties, that will do it every
time.
Presented by:
 Orin
Bartlett
 Tracy Campbell
 Trudy Chavis
 Lucas Smith
 Source: http://www.allbusiness.com/marketing-advertising/4182027
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