Bài giảng Consumer Behaviour - Chapter 2 Situational Influences

Chapter 2 Situational InfluencesSituations influence consumer behaviour four main types of situations can be categorised according to five main dimensions implications for marketing strategy1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTopicsThe types of situational influenceThe nature of situational influenceDimensions of situationPhysicalSocialTime (temporal)TaskAntecedentSituational influences and marketing strategy2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypes of SituationCommunication situationWhere? Alone or with others? Surrounding noise?Purchase situationWhere? Alone or with others? In a hurry?Usage situationWith guests or alone? For pleasure or for work?Disposal situationBefore the next purchase? Trade-ins?Or after the purchase, e.g. packaging3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer Behaviour isProduct–Person–Situation Specific4The Role of Situation in Consumer Behaviour5Five Dimensions of Situational Influence Physical surroundingsSocial surroundingsTemporal perspectivesTask definitionAntecedent states6Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsExamples of Physical SurroundingsStore locationInterior decorMusicSmell / aromasTemperature (air-conditioning or heating)Amount of choice provided (by product category or across the categories)7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypology of Service Environments8The Impact of Background Music on Restaurant Patrons9Impact of Physical Density on Shopper Perceptions10Examples of Social SurroundingsTypes of customers in the storeQueues and crowdingWhether the consumer is likely to be known by others/recognisedWhether there are high-profile people/celebrities shopping at that storeWhether the product will be consumed privately or in the presence of others11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Impact of Social Situations on Desired Dessert Attributes12Examples of Temporal InfluencesWhether the product is seasonalWhether the product is urgently required (snack between lectures)Time available for shopping limited/excess (the product may be just an excuse for shopping)How long the previous product lasted or was expected to last13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsExamples of Task InfluencesIs 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. an everyday watch) or decorative? (e.g. a dress watch)Is the product intended for several uses? (e.g. a family computer for study and internet access)14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsBuying Factors in Gift-Giving Purchase Situations15Examples of Antecedent StatesMoodsFeeling sad triggers buying sweets or going to a funny movieFeeling rejected triggers buying games softwareMomentary conditionsCan’t eat ice cream because teeth hurtCan’t buy a book because left the credit card at homeBuy more groceries because hungry before shopping16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRitual SituationsA ritual situation can be described as a set of interrelated behaviours that occur in a structured format, that have symbolic meaning and that occur in response to socially-defined occasionsImportant to marketers as they define consumption, e.g. anniversaries, seasonal giftsTraditions and rituals being continued and developed, e.g. Valentine's Day 17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSituational Influences and Marketing StrategyDeveloping a situational influence matrixPositioning the product based on situationSegmenting the market based on usage situationalonein combination with other segmentation variableperson/situation segmentation18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Situational Influence Matrix19Usage Situations and Product Positioning20Next LectureChapter 3:Problem Recognition21