Situational Influences

Situational Influences

1. Situation

2. Situational Influence

3. What marketers should understand

   • Situational effect
   • Strength of effect
   • Situational influence

4. Types of situations

   • communication
     • Where
     • Alone
     • Surrounding noise
   • purchase
     • Where
     • Alone
     • In a hurry
   • usage
     • With guests
     • Pleasure or work
   • disposal
     • Before the next purchase
     • Trade-ins
     • packaging

5. Dimensions of situations

   • physical
     • Store location
     • Interior decor
     • Smell/aromas/music
     • Choice provided
     • Utalitarian
     • Hedonic
   • social
     • Types of customers in the store
     • Queues and crowding
     • high-profile people/celebrities
     • consumed privately
   • temporal
     • Seasonal product
     • Urgency
     • Shopping time available
     • Product (expected) shelf life
   • task
     • Utalitarian/Status symbol
     • Gift/Personal use
     • Long lasting/decorative
     • Single/Several users/users
   • antecedent
     • Moods
     • Momentary conditions

6. marketing strategy

   • situational influence matrix
   • Situation based product positioning
   • Segmenting based on usage situation