Chapter 13

Chapter 13 - SituationalInfluences Chapter13...

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    Situational Influences Chapter 13
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    Nature of Situational Influence Consumers often react and behave differently depending on the situation. Situational influences are temporary conditions or settings that occur in the environment at a specific time and place. The situation in which consumers purchase and consume products and services influences what they buy. For example, regarding consumption (usage) situations: * A consumer may prefer one brand of coffee to have alone and another to serve guests. * A person may use one make of automobile for long business trips and another for local shopping trips.
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    Types of Situations Communications Purchase Usage/Use (Consumption) Disposition
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    Communications Situation The setting in which consumers are exposed to information. It can be person to person (WOM communications) or impersonal (advertising, in-store displays). Could determine whether consumers notice, comprehend, and retain the information. Three types of communications situations may affect consumer response (i.e., positive thoughts and recall): 1. Exposure situation - Did the consumer see a TV commercial alone or with a group of people? 2. Context of communications - The type of programming in which a TV commercial appears can affect consumer response to communications (happy vs. sad programs). 3. Consumer’s mood state while receiving communication .
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  Purchase Situation Marketers must understand how purchase situations influence consumers in order to develop marketing strategies that enhance the purchase of their products. Three factors are important in affecting marketing strategy based on the purchasing situation: 1. In-store situations 2. Gift-giving situations 3. Unanticipated purchase situations In-store stimuli such as product availability, shelf position, pricing promotions, displays, and ease of shopping are important in influencing consumer purchasing decisions. Important for marketers to identify various in-store
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This note was uploaded on 02/08/2011 for the course MKT 374 taught by Professor Watson during the Spring '10 term at Rutgers.

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Chapter 13 - SituationalInfluences Chapter13...

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