CONSUMER BEHAVIOR

641-B
IQRA SALEEM
SYED HILAL HASSAN RIZVI
 SITUATIONAL EFFECT ON
CONSUMER BEHAVIOR AND
SHOPPING EXPERIENCE
 FACTORS

 CONSUMER’S PSYCIAL SITUATION

 COMSUMER’S SOCIAL SITUATION
 COMSUMER’S TIME SITUATION
 REASONS FOR THE CONSUMER’S PURCHASE
 CONSUMER’S MOOD
 TYPES OF SITUATION

 COMMUNICATION
 PURCHASE
 USAGE
 DISPOSE
COMMUNICATION

 The situation in
which consumer’s
receive
information
PURCHASE SITUATION

 Consumer
behavior can be
influenced by the
situation where the
purchase is made
to be.
PRODUCT PERSON SITUATION
PURCHASE HOUSE
USAGE SITUATION

 To understand the
usage situation of their
product, marketer’s
opt different strategies
PRODUCT USAGE
 DISPOSITION SITUATION

 Marketer’s need to
understand how
situational influences
affect disposition
decision to help them
provide more effective
products
DIMENSION OF SITUATIONAL INFLUENCE
 PHYSICAL SURROUNDINGS
 SOCIAL SURROUNDINGS
 TEMPORAL PERSPECTIVES
 TASK DEFINATION
 ANTECEDENT STATES
PHYSICAL SURROUNDINGS

 ATMOSPHERE
Atmosphere influences
consumer judgment of the
quality of the store and
store’s image
Conscious designing space
and various dimensions to
evoke certain effects in
buyers
PHYSICAL SURROUNDINGS

 COLOR
Colors creates feeling of
excitement or arousal
which address your
attention
PHYSICAL SURROUNDINGS

 AROMA
It catch the buyer and
increase the purchase.
Although un-familiar
brands developed there
recognition
PHYSICAL SURROUNDINGS

 MUSIC
Music influences consumers
mood.
• The trend is being going
around shopping with music
drives to shop more
MUSIC EFFECT
PHYSICAL SURROUNDINGS

CROWDING
 Most consumers find feeling of
crowding to be unpleasant.
Result as:
 Less time in the store and less
buying.
 Faster decision and less use of
information
 SOCIAL SURROUNDINGS

 Consumer got influenced by others.

 Shopping is highly visible activity.
 They are often groups that consumers will look to make purchasing decisions. So if a
reference group endorses a product, either through use or statements about the product,
those that look to the group will often purchase that product.
 The use of many publicly consumed brand are subject to social influences.
 social facilitation.
 SOCIAL SURROUNDINGS
Examples
Influenced by queue Influenced by social media Trend in shopping
 SOCIAL SURROUNDINGS
 Embarrassment.
 Fraud.
 Product doesn’t suits you.
 In online buying real product is not like showed product.
TEMPORAL PERSPECTIVE
Temporal perspective 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 pressure felt by
consumer.
 Whether the product Is seasonal.
 How long the previous product lasted
or expected to last.
 TASK DEFINITION
 Reason of consumption activity is occurring.
 Major distinction between purchases for self vs gift.

 Consumer give gifts for many reasons:

• Social expectation
• Ritualized situation
• To elicit return favors
 TASK DEFINITION
 Examples
 Product must be long lasting/ tough?
-every day watch or
- or any dress

 Is the product intended for several use?

- a family computer for study purpose.

 Is the product used as a status symbol.

ANTECEDENT STATE
Features of an individual person that are not
lasting characteristics.

 Mood:
 feeling sad triggers buying sweets or do
some window shopping.

 Momentary conditions:
 Cant eat ice cream because teeth hurt.
 Cant buy a book because left credit card at
home
SITUATION
SITUANTIONAL INFLUENCE MODEL
SITUATION INFLUENCES
 SITUATIONAL INFLUENCE MATRIX

PHYSICAL SOCIAL ATNTECEDENT

TIME TASK
SURROUNDING SURROUNDING STATES

COMMUNICATION

PURCHASE

USAGE

DISPOSAL
USAGE SITUATION & PRODUCT POSITIONING
POTENTIAL USERS OF SUNTAN LOTION
STANDARDIZE HYBRID MODEL
HYPOTHESIS
ASK ME A QUESTION

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