overview and situation

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Consumer

Behaviour





What is a Consumer?Any person or social unit that hasa significant role to play in the

decision making of acquiring theproduct, idea or service offered bythe marketer. (may be in future)



External Influences

Culture

Demographics

Social Class

Reference Groups

Marketing Activities

Internal Influences

Perception

Learning

Memory

Motives

SELF

CONCEPT

&

LIFESTYLE

Decision Process

Problem recognition

Information Search

AlternativeEvaluation and

Selection

Outlet Selection andPurchase

Post PurchaseProcesses

Experiences and

acquisitions

Needs

Experiences and

acquisitions



Deciding- taking decision ormaking choice (the teacherrecommends the book)

Buying- Providing money( the institute negotiates,decides the supplier and buys)

Acquiring- the act of

purchasing or acquiring ( thelibrary)

Using/consuming- Actuallyusing the product (students)

Decision Process

Problem recognition

Information Search

Alternative

Evaluation and

Selection

Outlet Selection andPurchase

Post PurchaseProcesses



SituationConsists of the combination of

Temporary Internal and External

Factors that affect consumerBehaviour at a particular place andtime.



Types of Consumer

SituationsCommunication : When theconsumer is receiving information

Purchase: When he is buying

Usage: When he is using

Disposal: when he is disposing



India has justlost a matchand there is an

advt on tvabout icecreams

There is anetwork problemand because of it

you are not ableto talk to yourclient

You go to bigbazaar to buygrocery and

you see longqueues at thebilling counter

You are

throwing yourold slippersaway and yourmaid asks for

them

You like a t-shirt

at a store andyou see that anelderly man buysit

It’s a cold rainy

day and youare slightlywet. You arehungry



Elements of SituationsPhysical surroundings

Social surroundings

Time

Task definition

Antecedent statesOccasion



Physical Surroundings

The concretephysical and

spatial aspects of the environmentthat encompass aconsumer

activity.

Music

Aroma

Store lighting

Odors

Crowding

Dress and behaviourof store personnel

Cleanliness etc.

Weather











Social SurroundingDeals with the

effects of other

people on aconsumer in aconsumptionsituation.

Alone

With friends

With familyOther customers

etc











Temporal PerspectiveDeals with the

effect of time on

consumerbehaviour

The amount of time available

Whether theproduct isavailable at aparticular time

only





Features of theindividual person

that are notlastingcharacteristics

Momentaryconditions: beingtired, being ill, being

broke etc

Mood State: Happyfeelings etc

Antecedent States



Ritual SituationA ritual situation canbe described as a setof interrelated

behaviours that occurin a structured format,that have symbolicmeaning and thatoccur in response tosocially-definedoccasions

Weddings

Anniversaries

Fresher’s partyBirthdays

Festivals

etc



Task Definition The reason forpurchasing the

good or service

Self Use

Gift Giving



Assignment 1(Jan12,

2008)Copy or describe an advertisement that isclearly based on situational appeal.

a. Which situation variable is involved

b. Why the company has used this variable

c. Your evaluation of the effectiveness of thisapproach

d.Date of submission: Jan 19, 2008

e. Time: Morning 11:45 a.m



What is Situational Appeal

in advertisementsMarketers understand that the consumers may recognize a problem,take a decision, purchase or use a product in specific situations

Everytime the consumer does not remember or appreciate the kind of situation, he may be into today or tomorrow.

The marketers may remind you, or help you visualise the situation in

which you will need the marketer’s product through advertisement



Therefore, depiction of realisticsituations in advertisements which

may prompt the user to engage intoa behaviour is situational appeal.

Remember, situational appeal is not

any type of situation, but it’s amarketing strategy.



Lessons:

Situations affect consumer behaviour The marketing strategy may help themarketer, to create a part of the situation,take advantage of the situation, or make a

consumer remember a situation, or positiona product for a situation!!

But situations may not affect behaviouralways, depending upon the personality orindividual choices.



Examples of marketing

strategyIn the morning, the situation is thatyou need to clean your teeth with

a tooth paste.But after a lunch you may chooseto use chewing gum to clean teeth



Documents

overview and situation