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Situational Influences

Situational Influences

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Situational Influences

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  1. Situational Influences

  2. Situational Influences • Definition • Four Broad Types of Situations • Communications • Purchase situations • Usage situations • Disposal situations

  3. Key Characteristics of Situations Physical Surroundings Social Surroundings Temporal Perspectives Task Definition Antecedent States Situational Characteristics & Consumption Behavior

  4. Task Definition Degree of Self-Interest Low High Gift Type Voluntary Obligatory

  5. Situational Characteristics • Physical Features • Store Atmosphere • Atmospherics • Servicescape • Colors • Aromas • Music • Crowding

  6. Situational Characteristics • Social Surroundings • Temporal Perspectives • Task Definition • Antecedent States • Moods • Momentary conditions

  7. Ritual Situations • “A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and have a symbolic meaning.” • Holidays • Consumption rituals • Injurious behaviors

  8. Situational Influences and Marketing Strategy • Use marketing research to determine usage situations • Survey larger sample to understand the usage and sought benefits by segment • Construct a person-situation segmentation matrix • Evaluate each cell in terms of market potential • Design market strategy for most lucrative cells