12
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
Situational influences
At the end of this session, you should understand:
•
•
•
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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
12-2
Situational influence
• Situational influences are temporary environmental
conditions that exist at a specific time and place
and which influence consumer behaviour
• Marketers must understand:
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–
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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
12-3
Types of situations
• Different types of situations that affect your
purchasing decisions include:
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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
12-4
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:
See EXHIBIT 12.1 This advertisement was
cleverly placed in the middle of an Asian
cooking supplement in a popular
magazine, page 358.
–
Building supply products
during Room for Improvement
– Deeko ad
•
Other communication
situations, for example:
–
Sponsorship - place brands
on sports fields
– Product placement in movies
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 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
12-6
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
12-7
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.
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 influence of situation on
behaviour
The following are examples of where situation might affect behaviour:
•
Physical surroundings
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–
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–
–
–
•
Music
Colour
Merchandising
Store layout
Ambience
Atmosphere
Weather
Social surroundings
•
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
–
We act differently amongst
different people – e.g. family
vs friends
– The people you shop with can
influence your behaviour
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
–
Moods affect shopping
behaviours
– Many shops try to influence
moods in their choice of
colours, music, layout,
rewards, lighting, etc.
12-9
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
12-10
The impact of situational influences
on marketing strategy
• Situational influences
influence consumption
patterns:
See EXHIBIT 12.7 Scholl’s air travel socks
are useful in very specific situations, to
prevent deep vein thrombosis, page 373.
–
Need to research
situational influences
– Can manipulate situations
in the environment and
shopping environments
– Position products
according to usage
situations
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
12-11