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Transcript
Impact of Environment on Consumer Behaviour. Situational influences CONSUMER ENVIRONMENT Those factors Existing independently of individual consumers and firms That influence the exchange process The nature of situational influences Temporary conditions or settings That occur in the environment At a specific time and place. Definition All those factors particular to a time and place that do not follow from a knowledge of personal and stimulus attributes and that have a demonstrable and systematic effect on current behavior. Russell W Belk Situations 1. 2. 3. Communication situation Purchase situation Usage or consumption situation Communication situation Setting in which consumers are exposed to communication Will influence ? How much we notice How much we understand How much we value How much we retain Three types of communication situation 1.The exposure situation 2.The context of communication 3.The consumer’s mood while exposure to communication occurs 1.The exposure situation 1. 2. 3. 4. 5. 6. Reads a magazine advertisement --------Views a TV commercial ALONE ? --------Sees the salesman while getting out to work--Hears a radio commercial while eager to listen to election results------------In between a serial----Watching stock market moves 2.The context In between a sad programme In between a Happy programme Car race Cricket Comedy cinema 3.Mood of consumers Pleasant mood –willing to listen to -- In a hurry ---- Waiting for viva voce ------ Why music and dance for communication- II Purchase Situation 1.Instore environment Décor Sounds Aroma Lighting Dress and looks of sales people Behaviour of sales people II Purchase Situation Type of people who visit the store Product availability Shelf position Price deals Displays Physical space to move around Rush (crowding) or otherwise II Purchase Situation Music Child care Play space Availability of Food and beverages Escalators Good counters Noise Beggars around you –how do you feel?? II Purchase Situation Refrigeration Air-conditioned Price tags/displays Queues Many intangibles --------- A lot more Atmosphere Layout Sounds Smells Texture... Pleasure/displeasure Arousal/Boredom Time in Store Affiliation III Usage or consumption situation Lunch A guest comes home Weekend trip In the college Treat for friends Wedding Onam X’mas Before exams After a funeral Unanticipated purchase situations Emergencies Breakdowns Gift Giving situations Range of products for gifts Involvement Communicate to the receiver - what ? Symbolic meaning Money value Esteem measure Status of giver Giver’s impression of receiver’s personality Obligatory Altruism Reciprocity Ritual obligation Love, friendship Gift Giving situations Functionality Ritual-culture specific Packing Quality ?? Risky??? You as marketer of specific gift items ---- TIME AND TEMPORAL PERSPECTIVE Deal with the effect of time on consumer behavior Less time –shorter ,lesser information search Buys with available information Less than optimal purchase Depend on others Brand loyalty to avoid risk Temporal effects Internet shopping More time -- Social surroundings Presence of other individuals during the purchase Shopping with fiancé Shopping with friends Shopping when an enemy is present ?? ANTECEDENT STATES Antecedent States . . . are the temporary physiological and mood states that a consumer brings to a consumption situation. Physiological State: Hunger. Mood State: Happy feelings. Momentary moods Momentary moods are such as temporary states of depression or high excitement. (Moods are transient feeling states that are not tied to a specific event or object.) Momentary conditions Momentary conditions are such things as being tired, feeling ill, etc. Feeling excited Antecedent States . . . Can lead to problem recognition. Can change the “feeling” component of hierarchy of effects Mood states influence behavior, e.g. shopping to alleviate loneliness. Olfactory Cues Shoppers perceive higher quality goods in scented stores. Odors should be consistent with store offerings. Note These cues are expensive to maintain. Effects of Spatial Arrangements Space modifies/shapes behavior Retail store space affects consumers’ behaviour Retail stores affect attitudes, images Stores can create desired consumer reactions The Effects of Crowding on Consumers Density – how closely packed people are (i.e., the physical arrangements of people in a space). High density in railway station – Bank ?? In “fun” situations –better pleasure Crowding The unpleasant feelings that people experience When they perceive that densities are too high Feel that their control of the situation has been reduced to unacceptable levels. Store Location influences consumers Store Layout I.e. the physical organization of a store Atmospherics Design of the building Interior space Layout of aisles Texture of carpets and walls Scents Colours Shapes and sounds Experienced by customers Marketing Implications Positioning. Situational variables offer multiple opportunities for positioning. Research may indicate which situations present opportunities for new products. Many Purchases Are Made to Buy Time The “time-buying consumer” is a consumer who engages in buying time through products Time-saving qualities are a key promotional idea Time can act as a product attribute Marketing Mix. Firms may be able to present time-saving attributes as a tradeoff for a higher price. Segmentation. An increase in the female work force presents opportunities to market to the segment of males doing more of their own shopping.