Often the situations in which we find ourselves play a large part in determining how we behave. Students, for example, act differently in a classroom than they do when they are in a stadium watching a football game. The same holds true of buying behaviour.
Situational influences tend to be less significant when the consumer is very loyal to a brand and when the consumer is highly involved in the purchase. The five categories of situational influences are related to when, where, how and why consumers buy as well as the conditions under which they buy.
WHEN CONSUMERS BUY — THE DIMENSION
Marketers should be able to answer at least three-time questions about consumer buying:
How is it influenced by the season, week, day or hour?
What impact do past and present events have on the purchase decision?
How much time does the consumer have to make the purchase and consume the product?
The time dimension of buying has implications for promotions scheduling. Promotional messages must reach consumers when they are in a decision-making frame of mind. It also influences pricing decision, as when marketers adjust prices in an attempt to even out demand. For instance, Mr. Biggs can charge lower prices in the evening for its foods.
The second question concerns the impact of past or future events. For example the length of time since you last went out to dinner at a nice restaurant may influence a decision on where to go tonight.
WHERE CONSUMERS BUY — THE PHYSICAL AND SURROUNDINGS
Physical surrounding are the features of a situation that are apparent to the senses. Think of the importance of atmosphere in a restaurant.
The social surroundings are the number, mix and actions of other people at the purchase site. You probably would not go into a strange restaurant that has an empty parking lot at dinnertime.
HOW CONSUMERS BUY—THE TERMS OF THE PURCHASE
Terms and conditions of sale as well as the transaction-related activities that buyers are willing to perform affect consumer buying.
WHY CONSUMERS BUY — THE OBJECTIVE OF THE PURCHASE
The intent or reason for a purchase affects the choice made. We are likely to behave very differently when buying a product for a gift as opposed to buying the same product for ourselves. When purchasing a wristwatch for personal use, a consumer may be most interested in one that will provide accurate time at a reasonable price. However, the appearance of a watch bought as a graduation present can be very important.
CONDITIONS UNDER WHICH CONSUMERS BUY-
STATES AND MOODS STATES AND MOODS
Sometimes consumers are in a temporary state that influences their buying decisions. When you are ill or rushed, you may be unwilling to wait in line or to take the time or care that a particular purchase deserves. Moods can also influence purchase. Feelings such as anger or excitement can result in purchase that otherwise would not have been made. Sales people must be trained to recognize consumers' moods and adjust their presentations accordingly.
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