Bamisha 1 Situational PPs – MM FE – Manajemen Universitas Muhammadiyah Malang.

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Bamisha 1 Situational PPs – MM FE – Manajemen Universitas Muhammadiyah Malang

Bamisha 2 Situational Influences Temporary conditions or settings that occur in the environment at a specific time and place

Bamisha 3 Types of Situations 1. Consumption situation 2. Purchase situation 3. Communication situation

Bamisha 4 Consumption situation The one in which consumers use the brand Three types of situation 1. The in store purchase situation 2. Whether the purchase situation is for a gift giving occasion 3. Whether the purchase situation is unanticipated

Bamisha 5 In store situations Important in influencing consumer purchasing decisions, especially for unplanned purchases For examples: 1. Product availability 2. Shelf position 3. Price promotions 4. Free samples 5. Displays 6. Ease of shopping

Bamisha 6 Gift Giving Situations Is whether consumers buy the product as a gift or for themselves Two types of situation 1. Holiday occasion 2. Significant moment Three stages gift giving ritual: 1. Identifies a gift giving situation 2. Process of gift giving and possibly exchanging gifts 3. The gift is disposed of by being consumed, displayed, stored away or returned

Bamisha 7 Unanticipated Purchase Situation When the consumer can’t anticipated their needs Two types of situation: 1. Unexpected situations 2. Out of stock product

Bamisha 8 Communication Situation Is the setting in which consumers are exposed to information Three types of situation: 1. The exposure situation 2. The context of the communication 3. The consumers’ mood state while receiving the communication

Bamisha 9 Characteristic of Consumption and Purchase Situation 1. Physical surroundings 2. Social surroundings 3. Time 4. Task definition 5. Antecedent states

Bamisha 10 A Model of Situational Determinants of Consumer Behavior Situation ConsumersDecision Making Purchasing Behavior Product

Bamisha 11 Situational Influence on Consumer Behavior 1. On product attitudes 2. On product choices 3. On decision making

Bamisha 12 Use of Situational Variables in marketing Strategy 1. Market segmentation 2. New product development 3. Product positioning 4. Advertising 5. Distribution

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