13._Situational.ppt 49KB Mar 29 2010 04:55:13 AM
Situational
PPs – MM
FE – Manajemen
Universitas Muhammadiyah
Malang
1
Bamisha
Situational Influences
Temporary
conditions or settings that
occur in the environment at a specific
time and place
2
Bamisha
Types of Situations
1.
2.
3.
3
Consumption situation
Purchase situation
Communication situation
Bamisha
Consumption situation
The one in which consumers use the
brand
Three types of situation
1.
2.
3.
4
The in store purchase situation
Whether the purchase situation is for a gift
giving occasion
Whether the purchase situation is
unanticipated
Bamisha
In store situations
Important in influencing consumer purchasing
decisions, especially for unplanned purchases
For examples:
1.
2.
3.
4.
5.
6.
5
Product availability
Shelf position
Price promotions
Free samples
Displays
Ease of shopping
Bamisha
Gift Giving Situations
Is whether consumers buy the product as a
gift or for themselves
Two types of situation
1.
2.
Three stages gift giving ritual:
1.
2.
3.
6
Holiday occasion
Significant moment
Identifies a gift giving situation
Process of gift giving and possibly exchanging gifts
The gift is disposed of by being consumed,
displayed, stored away or returned
Bamisha
Unanticipated Purchase Situation
When the consumer can’t anticipated
their needs
Two types of situation:
1.
2.
7
Unexpected situations
Out of stock product
Bamisha
Communication Situation
Is the setting in which consumers are
exposed to information
Three types of situation:
1.
2.
3.
8
The exposure situation
The context of the communication
The consumers’ mood state while receiving
the communication
Bamisha
Characteristic of Consumption
and Purchase Situation
1.
2.
3.
4.
5.
9
Physical surroundings
Social surroundings
Time
Task definition
Antecedent states
Bamisha
A Model of Situational Determinants
of Consumer Behavior
Situation
Consumers
Product
10
Bamisha
Decision
Making
Purchasing
Behavior
Situational Influence on
Consumer Behavior
1.
2.
3.
11
On product attitudes
On product choices
On decision making
Bamisha
Use of Situational Variables in
marketing Strategy
1.
2.
3.
4.
5.
12
Market segmentation
New product development
Product positioning
Advertising
Distribution
Bamisha
PPs – MM
FE – Manajemen
Universitas Muhammadiyah
Malang
1
Bamisha
Situational Influences
Temporary
conditions or settings that
occur in the environment at a specific
time and place
2
Bamisha
Types of Situations
1.
2.
3.
3
Consumption situation
Purchase situation
Communication situation
Bamisha
Consumption situation
The one in which consumers use the
brand
Three types of situation
1.
2.
3.
4
The in store purchase situation
Whether the purchase situation is for a gift
giving occasion
Whether the purchase situation is
unanticipated
Bamisha
In store situations
Important in influencing consumer purchasing
decisions, especially for unplanned purchases
For examples:
1.
2.
3.
4.
5.
6.
5
Product availability
Shelf position
Price promotions
Free samples
Displays
Ease of shopping
Bamisha
Gift Giving Situations
Is whether consumers buy the product as a
gift or for themselves
Two types of situation
1.
2.
Three stages gift giving ritual:
1.
2.
3.
6
Holiday occasion
Significant moment
Identifies a gift giving situation
Process of gift giving and possibly exchanging gifts
The gift is disposed of by being consumed,
displayed, stored away or returned
Bamisha
Unanticipated Purchase Situation
When the consumer can’t anticipated
their needs
Two types of situation:
1.
2.
7
Unexpected situations
Out of stock product
Bamisha
Communication Situation
Is the setting in which consumers are
exposed to information
Three types of situation:
1.
2.
3.
8
The exposure situation
The context of the communication
The consumers’ mood state while receiving
the communication
Bamisha
Characteristic of Consumption
and Purchase Situation
1.
2.
3.
4.
5.
9
Physical surroundings
Social surroundings
Time
Task definition
Antecedent states
Bamisha
A Model of Situational Determinants
of Consumer Behavior
Situation
Consumers
Product
10
Bamisha
Decision
Making
Purchasing
Behavior
Situational Influence on
Consumer Behavior
1.
2.
3.
11
On product attitudes
On product choices
On decision making
Bamisha
Use of Situational Variables in
marketing Strategy
1.
2.
3.
4.
5.
12
Market segmentation
New product development
Product positioning
Advertising
Distribution
Bamisha