Impact of Environment on Consumer Behaviour.
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Transcript Impact of Environment on Consumer Behaviour.
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.