4.3 SITUATIONAL INFLUENCES
4.3.1. THE PURCHASE TASK
The purchase task is the reason for
engaging in the decision in the first
place. Information searching and
evaluating alternatives may differ
depending on whether the purchase is
a gift, which often involves the social
visibility, or for buyers own use
4.3 SITUATIONAL INFLUENCES
4.3.2. Social surroundings
This includes the other people present
when purchase decision is made,
4.3 SITUATIONAL INFLUENCES
4.3.3. Physical surroundings
Physical surroundings such as décor and
music retail stores may alter how
purchase decision is made
4.3 SITUATIONAL INFLUENCES
4.3.4. Temporal
Affects such as time of the day or the
amount of time available will influence
where consumers have breakfast lunch
and what is ordered
4.3 SITUATIONAL INFLUENCES
4.3.5. Antecedent states
Includes the consumer’s mood or amount
of cash on hand, can influence
purchase behavior and choice
y4.4 Psychological Influences
chological Influences
Psychology helps marketers understand why
and how consumers behave as they do. This
concepts are used for interpreting buying
process and directing marketing effort
Concepts:
4.4.1. Motivation and personality
4.4.2 Perception
4.4.3. Learning
4.4.4. Values, Belief and attitudes
4.4.5. Life style
4.4 Psychological Influences
4.4.1. Motivation and personality
They are both used frequently to describe
why people do some things and not
others.
Is the energizing force that causes
behavior that satisfies a need.
Because consumer needs are focus of
marketing concept, marketers try to
arouse this need
Psychological Influences
4.4.2. Perception
The process by which an individual
selects, organizes and interprets
information to create meaningful picture
of the world
4.4.2 Perception Concepts
1. Selective perception – an attempt of
the mind to organize and interpret
information
2. Selective Comprehension –
interpreting information so that it is
consistent with your attitudes and
belief
3. Selective Retention - Consumers do
not remember all the information they
see, read, or hear, even minutes after
exposure to it
4.4 Psychological Influences
4.4.3. Learning
Refers to those behaviors that result from
repeated experience and thinking
4.4.3 Learning Concepts
1. Behavioral Learning– is the process
of developing automatic responses to
situation built up through repeated
exposure to it
4 variables
•
•
•
•
Drive – a need that moves an individual to
action
Cue – a stimulus or symbol perceived by
consumers
Response – action taken by consumer to
satisfy the drive
Reinforcement – is the reward
4.4.3 Learning Concepts
2. Cognitive Learning– involves making
connections between two or more
ideas or simply observing outcomes
of other s behaviors and adjusting
your own accordingly . Example : Red
Horse ito and tama….
3. Brand loyalty- Brand loyalty results
from the positive reinforcements of
previous actions
4.4.4. Values, Beliefs, and attitudes
Concepts
• Values – represent personally or
socially preferable modes of conduct
or states of existence that are
enduring.
• Belief – are consumers subjective
perception of how well a product or
brand performs on different attributes.
4.4.4. Values, Beliefs, and attitudes
• Attitude change- marketers use three
approaches to try to change consumer
attitudes toward products and brands.
1. Changing belief about the extent to
which brand has certain attributes
2. Changing perceived importance of
attributes
3. Adding new attributes to the products
4.4 Psychological Influences
4.4.5. Life-Styles- is a mode of living that
is identified by how people spend their
time(activities);what they consider
important in their environment
(interest); and what they think of
themselves and the world around them
(opinions).
4.5 Consumer Decision Making
Post Purchase-Behavior
Expectation are met
• satisfied
Expectation not met
• dissatisfied
Reduce those lingering doubts
• Cognitive dissonance – inner tension that a
consumer experience after recognizing an
inconsistency between behavior and values or
opinions. Inconsistency or disharmony with attitude
and beliefs
• Reduce this with information; communicate with the
customer