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Consumer Enviroment

Consumer Enviroment. Mirza Ananta Wirawan 1108 1025 1028 MGT - X. Consumer Enviroment.

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Consumer Enviroment

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  1. Consumer Enviroment MirzaAnantaWirawan 1108 1025 1028 MGT - X

  2. Consumer Enviroment • Peter and Olson (1999, Page 247) Define Consumer Environment “environment refers to all physical and social characteristic of a costumer’s external world, including physical objects (product and goods), spatial relationships( location of stores and product in stores), and social behavior of other people( who is around and what are they doing )”.

  3. Consumer Environment (cont’d) • Based on these definitions, the consumer environment is divided into two kinds, namely: • social environment • Physical Environment

  4. Consumer Situation • The situation is not the characteristics of the physical environment or the social environment. Meaning situation defined by a consumer who behaves in an environment to achieve specific objectives.

  5. Consumer Situation ( Cont’d part 1)

  6. Consumer Situation ( Cont’d part 2) • The consumerssituation consists of three kinds of : • Communication Situation • Purchase Situation • Usage Situation

  7. Communication Situation • Communication situation is ambience or environment in which consumers obtain information or communication. Communication can be made ​​personal and non-personal.

  8. Purchase Situation • Purchase situation is the environment or ambience in facing consumers when consumers will purchase goods or services. The situation will greatly influence the purchase of consumer in making a purchase.

  9. Purchase Situation ( Cont’d) • Purchase situation most easily seen is the atmosphere or situation retail stores, supermarkets, or other retail forms, The following criteria should be included in any retail store: • Physical Environment Retail Stores • Availability on Information • Format on Information • Information Form • Store Environment : • - Location - Time Effect • - Colors - Space • - Store Social Environment • - Layout • - Product • - Music

  10. Usage Situation • The third situation is the situation of consumer consumption or usage situation or the situation of the use of products and services, namely the situation or ambience when consumption occurs. Consumers tend to choose a product for consideration of the situation of consumption.

  11. Usage Situation and Marketing Strategies • The manufacturers often use the concept of usage situations in marketing its products. Products are often positioned as a product for use on the situation for a user.

  12. REFERENCES • frommarketing.blogspot.com/2009/06/pentingnya-situasi-pembelian-bagi.html • samuelsugara.blogspot.com/2012/05/perilaku-konsumen-pengaruh-situasi.html • wartawarga.gunadarma.ac.id/2010/11/pengaruh-situasi-konsumen-7.html

  13. Thank You

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