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Situational Influences. Situational Influences. Definition Four Broad Types of Situations Communications Purchase situations Usage situations Disposal situations. Key Characteristics of Situations Physical Surroundings Social Surroundings Temporal Perspectives Task Definition

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Presentation Transcript
situational influences1
Situational Influences
  • Definition
  • Four Broad Types of Situations
    • Communications
    • Purchase situations
    • Usage situations
    • Disposal situations
situational characteristics consumption behavior
Key Characteristics of Situations

Physical Surroundings

Social Surroundings

Temporal Perspectives

Task Definition

Antecedent States

Situational Characteristics & Consumption Behavior
task definition
Task Definition

Degree of Self-Interest

Low

High

Gift Type

Voluntary

Obligatory

situational characteristics
Situational Characteristics
  • Physical Features
    • Store Atmosphere
      • Atmospherics
      • Servicescape
    • Colors
    • Aromas
    • Music
    • Crowding
situational characteristics1
Situational Characteristics
  • Social Surroundings
  • Temporal Perspectives
  • Task Definition
  • Antecedent States
    • Moods
    • Momentary conditions
ritual situations
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
situational influences and marketing strategy
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