Discussion Option 2: Consumer Buying Behavior

 What factors do you believe have the most impact on a consumer’s

buying decision? Why?

The factors that I believe have the most impact on a consumer’s buying
decision are situational factors, specifically relating to a consumer’s physical
surroundings and time perspective. Physical surroundings play an important
role on the consumers buying decision because they set the stage for the
consumer to interact with the business, product or service. According to the
text, physical factors can be things such as location, store layout,
atmosphere, lighting and other factors in the environment where the buying
decision is made. Additionally, the amount of time spent finding or evaluating
their options could cause them to abandon their mission or visit the
company’s competitors. For example, recently I went to a bar to have a drink
with some friends. The bar was filled with people and getting a hold of the
bartender was near impossible with all the noise and traffic. My friends and I
were planning on staying at the bar for a few hours, however after it took over
an hour to get just one drink we decided to go to bar down the street.

Disney theme parks do an incredible job at customizing the consumer

experience to provide physical surroundings and products that remind
consumers of their favorite movies, television shows and characters. This
environment can influence the consumers attitude positively and excite them
if they are fans of the relating theme. Social influences are also highly
leveraged at Disney theme parks, considering the amount of families that
attend and the number of gift shops in each theme park.

Burger King in my opinion poorly uses marketing techniques to influence

consumer behavior. Over the last few years they have release advertisements
which have been criticized for being inappropriate or for displaying products in
their flyers and mailings that don’t look like the burgers in the actual
restaurant. For example, a few years back I brought in a coupon to the store
and after I claimed the deal, I noticed how drastically different the burger I
received looked in comparison to the one in my coupon. My attitude towards
burger king changed instantly and I haven’t gone back.
Discussion Option 3: Competitor Analysis

Class, as we examine marketing concepts, we should not underestimate the

role of competitor analysis and the competitive environment. Discuss your
views on the role of competition in marketing strategies.