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Situational Influences

Situational Influences. Situational Influences. Definition Four Broad Types of Situations Communications Purchase situations Usage situations Disposal situations. Key Characteristics of Situations Physical Surroundings Social Surroundings Temporal Perspectives Task Definition

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Situational Influences

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  1. Situational Influences

  2. Situational Influences • Definition • Four Broad Types of Situations • Communications • Purchase situations • Usage situations • Disposal situations

  3. Key Characteristics of Situations Physical Surroundings Social Surroundings Temporal Perspectives Task Definition Antecedent States Situational Characteristics & Consumption Behavior

  4. Task Definition Degree of Self-Interest Low High Gift Type Voluntary Obligatory

  5. Situational Characteristics • Physical Features • Store Atmosphere • Atmospherics • Servicescape • Colors • Aromas • Music • Crowding

  6. Situational Characteristics • Social Surroundings • Temporal Perspectives • Task Definition • Antecedent States • Moods • Momentary conditions

  7. Ritual Situations • “A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and have a symbolic meaning.” • Holidays • Consumption rituals • Injurious behaviors

  8. Situational Influences and Marketing Strategy • Use marketing research to determine usage situations • Survey larger sample to understand the usage and sought benefits by segment • Construct a person-situation segmentation matrix • Evaluate each cell in terms of market potential • Design market strategy for most lucrative cells

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