Bamisha
1
Situational
PPs – MM FE – Manajemen Universitas Muhammadiyah
Bamisha 2
Situational Influences
Temporary conditions or settings that
Bamisha 3
Types of Situations
1. Consumption situation 2. Purchase situation
Bamisha 4
Consumption situation
The one in which consumers use the
brand
Three types of situation
1. The in store purchase situation
2. Whether the purchase situation is for a gift
giving occasion
3. Whether the purchase situation is
Bamisha 5
In store situations
Important in influencing consumer purchasing
decisions, especially for unplanned purchases
For examples:
1. Product availability 2. Shelf position
3. Price promotions 4. Free samples
5. Displays
Bamisha 6
Gift Giving Situations
Is whether consumers buy the product as a
gift or for themselves
Two types of situation
1. Holiday occasion 2. Significant moment
Three stages gift giving ritual:
1. Identifies a gift giving situation
2. Process of gift giving and possibly exchanging gifts 3. The gift is disposed of by being consumed,
Bamisha 7
Unanticipated Purchase Situation
When the consumer can’t anticipated
their needs
Two types of situation:
1. Unexpected situations
Bamisha 8
Communication Situation
Is the setting in which consumers are
exposed to information
Three types of situation:
1. The exposure situation
2. The context of the communication
3. The consumers’ mood state while receiving
Bamisha 9
Characteristic of Consumption
and Purchase Situation
1. Physical surroundings 2. Social surroundings 3. Time
4. Task definition
Bamisha 10
A Model of Situational Determinants of Consumer Behavior
Situation
Consumers Decision
Making Purchasing Behavior
Bamisha 11
Situational Influence on
Consumer Behavior
1. On product attitudes 2. On product choices
Bamisha 12
Use of Situational Variables in
marketing Strategy
1. Market segmentation
2. New product development 3. Product positioning
