CONSUMER DECICION PROCESS

Decision Process Situations

Problem Recognition Information Search Alternative Evaluation and Selection Outlet Selection and Purchase Postpurchase Processes

SITUATIONAL INFLUENCES

Situation Communications Purchase Use Disposition Situation chracteristics Physical features Social surroundings Task definition Antecedent states Marketing activity Product Package Advertisement Sales promotion Retail outlet Individual chatacteristics Culture and subculture Demographics Social class motivation personality attitudes lifestyle Communication responses problem recognition information processing alternative evaluation purchase use disposition evaluation

The communication situation

The

situation in which consumers receive information has an impact on their behavior ( whether we are alone or in a group, in a good mood or bad, in a hurry or not, influences the degree to which we see and listen to the marketing communication The question : - Is it better to advertise on a happy or sad television program? A calm or exciting program?

Situation affect product selection in a purchase situation, (mothers shopping with children are more apt to be influenced by the product preferences of their children than when shopping whithout them) Marketers must understand how purchase situation influence consumers in order to develop marketing strategies that enhance the purchase of their products

Marketers need to understand the usage situation for which their products are, or may become, appropriate. So, they can communicate how their products can create consumer satisfaction in each relevan usage situation. Exp: recent study found that consuming two 1,5 cup serving of oat based cereal a day could lower cholesterol. How could General Mills take advantage of this fact to increase sales of its oats-based cereals, Cheerios?

 Some

consumers consider ease of disposition an important product attribute. These consumers may only purchase items that can be easily recycled

 Physical Feature
Physical surroundings , dcor, sounds, aromas, lighting, weather,
and visible configurations of merchandise or other material surrounding the stimulus object Aromas, there is increasing evidence that odors can have positive effects on consumer shopping behaviors Music, influences consumers moods, which influence a variety of consumption behaviors Crowding, generally produces negative outcomes for both the retail outlet and the consumer.

There are many possible behaviors that a marketer could be interested in: actual purchase, shopping (looking), receiving information (such as watching TV advertisements), using a product or service, etc An analysis of nonpurchase motivation for shopping found physical activity (providing a safe, comfortable area) and sensory stimulation (the sight and sounds) as important motives

 Social Surroundings
Social surroundings are the other individuals present during the

consumption process. What would you wear in each of the following situations? - studying alone for a final - meeting at library with friends for a final - going to a nice restaurant for weekend party - meeting to business partner for lunch

 Temporal Perspectives
Are situational characteristics that deal with the effect of time on

consumer behavior. Time as a situational factor can manifest itself in a number of ways, the less time there is available (increased time pressure), the shorter will be the information search, the less available information will be used, and the more suboptimal purchase will be made. Limited purchase time can also result in a smaller number of product alternatives being considered (tend to increase the incidence of brand loyalty)

 Task Definition
is the reason the consumption activity is occuring.

The major task dichotomy used by marketers is between purchases for self-use versus gift giving consumers use different shopping strategies and purchase criteria when shopping for gifts (such as birthdays) versus shopping for the same item for self use. The type of gift given and desired varies by occasion and gender, wedding gifts tend to be utilitarian (durability, usefulness, receivers need, high performance), while birthday gifts tend to be fun (enjoyability, uniqueness, durability, and high performance) Both the general task (gift giving)and the specific task definition (gift giving occasion) influence purchase behavior, as does the relationship between the giver and the recipient.

 Antecedent States
Moods, are transient feeling states that are generally not tied to a specific event or object. Moods reflect states of mind (may affect all aspect of persons behavior). Momentary conditions, reflect temporary states of being tired, being ill, having extra money, being broke Antecedent states momentary and not constantly

Can be described as a set of interrelated behaviors that occur in a structured format, that have symbolic meaning, and that occur in response to socially defined occasions Ritual situations can range from completely private to completely public Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors Exp: more than 60% of the toy industrys sales occur at christmas in US

 It is important to note that indivuals do not encounter

situation randomly, most people create many of the situation s they face. Marketers must determine which products or brands are most likely to be purchased or consumed across those situations One method of dealing with this question is to jointly scale situations and products (see figure)

Use away from home II

fruit-flavored gum/candy mint-flavored candy/gum
Use situation: Before an important business meeting late in afternoon

Concerned with personal response

sodas

fresh fruit

Dental aids mouthwashes

Concerned With response from others

Use situation: To clean my mouth upon rising in the morning

I
sodas

Home usage