Beruflich Dokumente
Kultur Dokumente
Chapter 2
Situations influence consumer
behaviour
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
Physical
Social
Time
Task
Antecedent
Types of Situation
Communication
Where? Alone or with others? Surrounding
noise?
Purchase situation
Where? Alone or with others? In a hurry?
Consumption situation
Public or private? For pleasure or for work?
Disposal situation
Required for next purchase? Trade-ins?
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
Consumer Behaviour is
Product Person Situation
Specific
Five Classes of
Situational
Influence
Physical surroundings
Social surroundings
Temporal perspectives
Task definition
Antecedent states
Examples of Physical
Surroundings
Store location
Interior decor
Music
Smell
Temperature (air-conditioning or
heating)
Amount of choice provided (by product
category or across the categories)
Examples of Social
Surroundings
Types of customers in the store
Queues and crowding
Whether the consumer is likely to be
known by others/recognised
Whether there are high profile
people/celebrities shopping at that
store
Whether the product will be consumed
privately or in the presence of others
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
Examples of Temporal
Influences
Examples of Task
Influences
Is the product utilitarian or used as a
status symbol?
Is it a gift or for oneself?
Must the product be long lasting/tough
(e.g. a watch to be taken on a boat trip)
or decorative (e.g. a dress watch)?
Is the product intended for several
uses? (e.g. a laptop for study and
internet access)
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
10
Examples of Antecedent
States
Moods
Momentary conditions
Cant buy ice cream because teeth hurt
Cant buy a book because left the credit card at
home
Buy more groceries because hungry before
shopping
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
11
12
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
13
14