There are many things that can happen when one wants to go out shopping. Some of those things can sometimes influence the way that shopping experience goes. In this short essay, situational influences are defined and described with clear examples. Furthermore, the psychological influences that one may have are also discussed. Lastly, it is important for one to understand how these types of influences work through a personal example. There are many situational factors that can affect the purchasing behavior of a consumer. Situational influences “can be defined as all the factors particular to a time and place that a demonstrable and systematic effect on current behavior” (Peter & Donnelly, 2013). In other words, situational influences are …show more content…
The first influence is in reference to product knowledge. Product knowledge “refers to the amount of information a consumer has stored in her or his memory about particular product classes, product forms, brands, models, and ways to purchase them” (Peter & Donnelly, 2013). Product knowledge can influence the type and how much information a consumer wants, and how quickly their decision-making process can go. The second influence refers to product involvement. Product involvement is “a consumer’s perception of the importance or personal relevance of an item” (Peter & Donnelly, 2013). In simpler terms, the more interest there is for a product, the more consumers want to know about the product which will also increase the time they take to complete the decision-making …show more content…
On a Saturday, my best friend and I had decided to do some grocery shopping. We were on a mission to go into the Dollar Tree for one thing, a basket. We knew the exact aisle in which the baskets were in, so we went in, headed toward the right aisle, and my attention immediately went to the Halloween, Thanksgiving, and Christmas decorations. Luckily, my best friend didn’t let me get distracted there. However, we definitely ended up in the snack aisle which was right next to the baskets. We started grabbing bags of candy, chips, donuts, and juice; basically anything that was junk food and good to enjoy. We left with more than just a basket and wasted a lot more time than what was originally planned. The physical features of the store, the social factor of being with my best friend, and the uplifted mood we created a great shopping
Fitting in is never easy, as a child, a teenager, or even an adult. Conforming to social norms is second nature to us. Moving to a new country, especially one so unlike your home country, makes it even more difficult as social norms may differ between cultures. Using normative social influence to guide your actions and the way you present yourself in a social situation is a key component of conformity. Moving to Canada from South Africa really tested my normative social influence and how easy it was to conform in a social setting. Social impact theory allows you to understand when someone will conform and combined with normative social influence allows you to understand why as well. These can explain why I would change certain things about myself to conform to my friends.
In examining the military history, one can easily find out that the main role of military leaders in the field is to decrease confusion and to guide units to achieve the desired end state. In accomplishing these tasks, Situational Understanding and Visualization have become necessary steps especially in today’s complex environment. This importance legitimates the question about their relationship between these two steps and the challenges facing leaders to achieve situational understanding and visualization. Commander’s visualization depends on Situational understanding. Leader’s success in these two phases remains conditioned by overcoming some challenges related to his bias, time and the efficiency of his staff.
Paco Underhill, the author of Why We Buy: The Science of Shopping, created a company in which he and his colleagues credited themselves on mastering the science of shopping. Big name corporations would hire him and his company to execute research in their establishments, whether it is a department store or a family restaurant, and determine how they can be more efficient in their selling strategies. Through his years of service, Underhill has uncovered incredibly insightful bits of information that have allowed these companies who get the help of Underhill to have one up on the competition.
For decades, marketers have attempted to find a significant link between why customers prefer particular stores or brands, and why they frequent these establishments more than others, it can be said that the product itself is not the sole factor to be taken into consideration. It is also, where the product is purchased that affects the sales of the product.
The factors that influence consumer behavior have to be understood by marketers as they cannot directly influence them, but rather gain an understanding so they can use them to their best advantage. With the emergence of ‘Black Diamonds’ in the South African market, they indulge themselves in the finer things in life as they have come long way through from the apartheid era. A typical ‘black Diamond’ consumers’ status is typically being seen in the right car, shopping at the right mall and purchasing the right class-appropriate brands (Radebe, 2013).There are four major factors that affect consumer behavior which are cultural, social, personal and psychological.
...optimize shoppability of the store. One day, we will have cameras in every store, and the shopping experience will be tracked and customized to the consumers’ needs. Just like we get accustomed to other things in life that change around us, we will all soon agree that these options that retailers are taking without our permission will soon be invaluable and we will thank them for such ease. Although, it may not easy for some people to agree; if they were to take the time to be able to fully understand the retailer’s idea behind such techniques, it would change their mind. And if they are able to accept such change, at least they would not feel so betrayed. Under these circumstances, the observation of consumers is a provision to help boost the market with its sales and development. In addition, it creates the preeminent aftermath for both the retailer and customer.
Every decision a consumer makes, whether to purchase or not, will be influenced by a number of factors. Consumers today experience a wide variety of messages (stimuli) from marketers across many different mediums.
Factors determining the level of consumer involvement- previous experience, interest, perceived risk of negative consequence, situation, social visibility. Underlying cultural, social, individual, and psychological factors strongly influence the decision process. Culture play deepest part of a persons consumer behavior, culture is pervasive, functional, learned, and dynamic, and the most defining element of a culture is values. Marketers are interested in social class for 2 reasons, Social class often indicates which medium to use for advertising, and knowing what products appeal to which social classes.
II.1.1. Factors Affecting Consumer Behaviour Shinta (2009) says that, consumer purchasing behaviour is affected by factors of cultural , social , personal , and psychological .
There are some factors influencing consumer behavior. First, social factors include reference groups, family, roles and status. Personal factors are the second factor, which include age and life-cycle stage, occupation, income, lifestyle, personality and self-concept. Third, psychological factors, such as motivation, perception, learning, beliefs and attitudes. Lastly, cultural factors, including culture, subculture, and social class.
Personal factors can also affect the consumer behaviour. Some of the important personal factors that influence the buying behaviour are lifestyle, economic situation, occupation, age, personality and self-concept.
Xeu,F.(2008). The moderating effects of product involvement on situational brand choice. Journal of Consumer Marketing, 25(2), 85–94.
Country of Origin is more considered by the consumers rather than the place which the product is manufactured. (Gurhan – Canili, 2009) says that in previous researches suggests that perceptions of groups are sometimes influenced by new information that is congruent with expectations. A consumer’s perception on a certain product changes once he or she acquires new information regarding the place where the product originated from and not from where it is manufactured. Though there are instances that the country where the product is manufactured is one of the factors which a consumer considers. Country of origin may create a “halo effect” whereby consumers’ attention and evaluation of other product dimensions are affected (Bhakar,
A consumer’s buying behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers such as myself to develop product and brand preferences. Although many of these factors cannot be directly controlled by advertisements and marketers, understanding of the impact they have on me and my purchasing behavior helps a me recognize my brand loyalty.
A consumer’s buying behavior is influenced by cultural, social, personal and psychological factors. Cultural factors have the broadest and deepest influence for consumers when making a purchase.