Marketing – Textbook Chapter 2

Situation
a set of factors outside of an individual consumer or the stimulus object (a tv ad) to which a consumer reacts (by purchasing product or viewing commercial)
Situation Influences
the influences on purchase decisions of the physical or social surroundings, temporal perspective, and task definition
Types of Situations
– The Communication Situation
– The Purchase Situation
– The Usage Situation
– The Disposal Situation
The Communication Situation
a situation in which consumers receive information about goods and services
The Purchase Situation
a situation that can affect product selection e.g. A mother shopping with her child may be less likely to buy depending on the preferences of a child
The Usage Situation
the situation in which the purchased good or service will be consumed
The Disposal Situation
a situation in which the product and or its package is discarded before or after use
Stimuli
The product and the situation
Situation Classifications
1. Physical Surroundings
2. Social Surrounding
3. Temporal Perspective
4. Task Definition
5. Antecedent States
Physical Surroundings
include geographical and institutional location, decor, sounds, aromas, lighting, and or other material surrounding the stimulus object
Social Surroundings
the people present, their characteristics, their apparent roles, and interpersonal interactions occurring that could influence buying behaviour
Temporal Perspective
situational characteristics that deal with the effect of time on consumer behaviour e.g. day or season of the year
Task Definition
the reason for engaging in the consumption behaviour; the task may reflect different buyer and user roles. e.g. gift giving
Antecedent States
features of the individual that are not lasting characteristics. Instead, they are momentary moods that aren’t part of an individual’s make-up (depression, times of high excitement)