Situational Influences on Customer’s Behaviour

 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.

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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.