PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit
CHAPTER 13 Situational Influences McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved PART IV: CONSUMER DECISION PROCESS 13-2 Learning Objectives Define situational influence L01 L01 Explain the four types of situations and their relevance to marketing strategy L02 L02 Summarize the five characteristics of situations and their influence on consumption L03 L03 Discuss ritual situations and their importance to consumers and marketers L04 L04 Describe the use of situational influence in developing marketing strategy L05 L05 13-3 Consumer Behavior In The News… What Does Situation Have to Do With It? Can Timex survive in a time when consumers rely more and more on their phones to tell time? No Yes If yes, how? Source: N Zmuda, “Timex Retools to Address Needs Beyond Time-Telling,” Advertising Age, May 23, 2011, p 19 13-4 Consumer Behavior In The News… What Does Situation Have to Do With It? Can Timex survive in a time when consumers rely more and more on their phones to tell time? No Yes – if you said yes you are correct! How? One way is usage situation Rock climbing….Scuba Diving….Not pulling out your cell phone then! Source: N Zmuda, “Timex Retools to Address Needs Beyond Time-Telling,” Advertising Age, May 23, 2011, p 19 13-5 The Nature of Situational Influence Situational influence includes all those factors particular to a time and place that not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior Consumers often behave very differently depending on situation 13-6 Video Application The following Video Clip demonstrates how going to Las Vegas often brings about different behavior by consumers! 13-7 13-8 13-8 The Nature of Situational Influence 13-9 The Nature of Situational Influence Four types of situations: The Communications Situation The Purchase Situation The Usage Situation, and The Disposition Situation 13-10 Situational Characteristics and Consumer Behavior Situations can be described on a number of dimensions which determine their influence on consumer behavior The five key dimensions or characteristics are Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent states 13-11 Situational Characteristics and Consumer Behavior Physical Surroundings Store Atmosphere is the sum of all the physical features of a retail environment Atmospherics influences consumer judgments of the quality of the store and the store’s image Atmosphere is referred to as servicescape when describing a service business such as a hospital, bank or restaurant 13-12 Situational Characteristics and Consumer Behavior Physical Surroundings Typology of Service Environments 13-13 Situational Characteristics and Consumer Behavior Components of physical surroundings: Colors Aromas Music Crowding 13-14 Situational Characteristics and Consumer Behavior 13-15 Situational Characteristics and Consumer Behavior Temporal Perspectives Temporal perspectives deal with the effect of time on consumer behavior Limited purchase time often limits search Internet shopping is growing rapidly as a result of the time pressures felt by consumers 13-16 Situational Characteristics and Consumer Behavior Task Definition Task definition is the reason the consumption activity is occurring Major distinction between purchases for self versus gift Consumers give gifts for many reasons: • social expectations • ritualized situations • to elicit return favors AT&T Mother’s Day Commercial YouTube Spotlight 13-17 Situational Characteristics and Consumer Behavior Types of antecedent states: Moods • Transient feeling states that are generally not tied to a specific event of object Momentary Conditions • Temporary states of being (tired, ill, having extra money, being broke, etc.) 13-18 Ritual Situations A ritual situation is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning Critical to marketers because they often involve prescribed consumption behaviors However, ritual behavior can involve injurious consumption, such as binge drinking 13-19 Applications in Consumer Behavior The Bigelow tea ad is a great example of presenting a product as a ritual Courtesy R.C Bigelow: Agency: Mason, Inc 13-20 Situational Influences and Marketing Strategy Identify the different situations that might involve the consumption of a product Determine which products or brands are most likely to be purchased or consumed across those situations One method of dealing with this question is to jointly scale situations and products 13-21 Situational Influences and Marketing Strategy 13-22 Situational Influences and Marketing Strategy Five Steps for Developing Situation-Based Marketing Strategies Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage satiations that influence the consumption of the product Survey a larger sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment Construct a person-situation segmentation matrix Evaluate each cell in terms of potential Develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities 13-23 Situational Influences and Marketing Strategy 13-24 ... Environments 13- 13 Situational Characteristics and Consumer Behavior Components of physical surroundings: Colors Aromas Music Crowding 13- 14 Situational Characteristics and Consumer Behavior 13- 15 Situational... scale situations and products 13- 21 Situational Influences and Marketing Strategy 13- 22 Situational Influences and Marketing Strategy Five Steps for Developing Situation-Based Marketing Strategies... Situation, and The Disposition Situation 13- 10 Situational Characteristics and Consumer Behavior Situations can be described on a number of dimensions which determine their influence on consumer behavior