Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 13

PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit

PART IV: CONSUMER DECISION PROCESS

Define situational influence

Explain the four types of situations and their relevance

What Does Situation Have to Do With It?

 Can Timex survive in a time when consumers

rely more and more on their phones to tell time?

What Does Situation Have to Do With It?

 Can Timex survive in a time when consumers

rely more and more on their phones to tell time?

 Yes – if you said yes you are correct!

 How? One way is usage situation Rock

climbing….Scuba Diving….Not pulling out your cell phone then!

Source: N Zmuda, “Timex Retools to Address Needs Beyond Time-Telling,” Advertising Age, May 23, 2011, p 19.

Consumer Behavior In The News…

13-5

Situational influence includes

all those factors particular to a

time and place that do not follow

from a knowledge of the stable

attributes of the consumer and

the stimulus and that have an

effect on current behavior

Consumers often behave very

differently depending on

situation

The Nature of Situational Influence

The following Video Clip demonstrates

how going to Las Vegas often brings

about different behavior by consumers!

13-7

Video Application

The Nature of Situational Influence

Four types of situations:

1 The Communications Situation

2 The Purchase Situation

3 The Usage Situation, and

4 The Disposition Situation

The Nature of Situational Influence

The five key dimensions or characteristics are

Situations can be described on a number of dimensions

which determine their influence on consumer behavior

13-11

Situational Characteristics and

Consumer Behavior

Physical Surroundings Store Atmosphere is the sum of all the physical

features of a retail environment

quality of the store and the store’s image

describing a service business such as a hospital,

bank or restaurant

Situational Characteristics and

Consumer Behavior

Typology of Service Environments

Physical Surroundings

13-13

Situational Characteristics and

Consumer Behavior

Components of physical surroundings:

13-15

Situational Characteristics and

Consumer Behavior

Temporal Perspectives

Limited purchase time often

limits search

Internet shopping is growing

rapidly as a result of the time

pressures felt by consumers

Temporal perspectives deal with the effect of time on

consumer behavior

Situational Characteristics and

Consumer Behavior

Task Definition

Task definition is the reason the consumption activity is

occurring.

Major distinction between purchases for self versus gift.

Consumers give gifts for many reasons:

Types of antecedent states:

 Moods

• Transient feeling states that are generally not tied to a

specific event of object.

 Momentary Conditions

• Temporary states of being (tired, ill, having extra money,

being broke, etc.)

Situational Characteristics and

Consumer Behavior

Critical to marketers

because they often involve

prescribed consumption

behaviors

However, ritual behavior

can involve injurious

consumption, such as binge

drinking

A ritual situation is a socially defined occasion that triggers

a set of interrelated behaviors that occur in a structured

format and that have symbolic meaning

13-19

Ritual Situations

Identify the different situations that might involve the

consumption of a product

Determine which products or brands are most likely to be

purchased or consumed across those situations

scale situations and products

13-21

Situational Influences and Marketing

Strategy

Situational Influences and Marketing

Strategy

Five Steps for Developing Situation-Based Marketing Strategies

interviews, and secondary data to discover the various usage

satiations that influence the consumption of the product.

quantify how the product is used and the benefits sought in the

usage situation by the market segment.

that offer sufficient profit potential given your capabilities.

13-23

Situational Influences and Marketing

Strategy

Situational Influences and Marketing

Strategy