Consumer Beh FINAL part 1

includes all factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior

• communication situation
• purchase situation
• usage situation
• disposition situation

• sum of  all the psysical features of a retail environment
• influences consumer judgements of store's image/quality

• colors
• aromas
• music
• crowding

• deal with the effect of time on consumer behavior
• limited purchase often limits search

• reason the consumption activity is occurring
• major distinction between purchases for self vs. gift

• Moods: trasient feeling states that are generally not tied to a specific event of object
• Momentary Conditions: temporary states of being (tired, ill, having extra money, being broke)

• socially defined occasion that triggers a set of inerrelated behaviors that occur in a structured format and that have symbolic meaning
• critical to marketers b/c they involve prescribed consumption behaviors
• can involve injurious consumption (binge drinking)

• identify the different situations that might involve the consumption of a product
• determine which products/brands are most likely to be purchased or consumed across those situations

• 1. use observational studies, focus groups, and depth interviews to discover the usage situations that influence the consumption of the product
• 2. survey a larger sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment
• 3. constuct a person-situation segmentation matrix
• 4. evaluate each cell in terms of potential
• 5. develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities