Learning Objectives Chapter 6
7.) Identify the major situation influences on consumer behavior.
Major situation influences include:
- Physical surroundings - The easily observable features of the purchase situation.
They may include the store location, the merchandise display, store
decorations, lighting, and the noise level. Others physical influences beyond
the marketers control include weather and climate.
- Social surroundings - Include other people, their characteristics, the roles they
play, and the interaction with one another. For example, shopping with a friend
may bring out different buying behavior than when shopping alone.
- Time - People make different decisions based on when the purchase takes
place: the hour, the day of the week, or the season of year. Time influences
behavior by the length of time since the last purchase or until the consumer's
next paycheck.
- Nature of the Task - The specific reasons for collecting information, shopping, or
purchasing can influence behavior. The task includes the uses for the product
and identity of the person to be using it.
- Momentary Conditions - The moods and condition of the consumer at the time
of the purchase.
