MKTG 425 Lecture 8: Chapter9GroupsSituationalEffectsonConsumerBehavior
28 Mar 2017
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Chapter 9: groups & situational effects on consumer behavior. A consumption situation: a consumer"s choices are affected by many personal factorsand the sale doesn"t end at time of purchase, antecedent states, pre-purchase b) Influence as we approach the purchase sit: purchase enviro, walking through store b) Influence as we are in it/in store: postpurchase process, consumer satisfaction, product disposal, how they can influence us in the future. If no one is in store or rest/walk out bc weary of product. Usage contexts: suntan lotion, summer vs winter usage, pool vs skiing. Time pressure: pressure cooker shoppers, methodical, make list, only buy what is on list, coupons ahead of time, deals on fave brands, map shoppers, comparison shop, mirror shoppers, loyal to products, river shoppers, unplanned shopping trips. (good: purchase environment-the shopping experience, quadrant with arousing, exciting, pleasant where ppl will buy/spend the most *best to be* (1) mood aimed for: arousing, exciting, pleasant.
