Question

1.define the five types of situations influence on consumer behavior. Briefly discuss how antecedent state and social surroundings may influence consumer purchase decisions

Answer 1

Situation influences are temporary conditions, which impact the consumers buying decisions. It determines whether a consumer buys the product, the consumer makes additional purchases or decides not to buy from you at all.

The five type of situations influence are as follows:

1. Purchase task: The purchase task is defined as the primary reason for making effecting a purchase. The purchase decision may vary depending on who the purchase is being made for example if it is for self it could be another brand than if it is for a gift. The purchase evaluation and search may vary depending on if it’s a gift which is often for social visibility or a product for self-consumption.
2. Social surroundings: Social surroundings refer to other people or society members impacting your decision. Individuals tend to comply with group expectations particularly if the behavior is visible to other members of society.
3. Physical surroundings: The physical surroundings refer to the geographical location of the store and ease of access. It also refers to how the store environment appeals to consumer’s five senses i.e. smell, sound. Sight, taste, and touch. Most high-end stores will create atmospheres to appeal to all five senses. They will offer a great environment with light music, good fragrance nada low you to feel the product. They will serve beverages and enhance your buying experience. Similarly, stores like McDonalds and star bucks are strategically located near their customers. This ensures customers can easily locate them and preferable locales.
4. Temporal effects: The temporal effects are defined as the time of the day or how much time you have on hand affects your purchase decision. For example, the consumer will spend more on leisurely family dinner than a rushed breakfast.
5. Antecedent effects: the Antecedent effect is the mood of the consumer, the amount of cash on hand, which directly impact the consumers' purchase decision.

The antecedent state is that the consumer is impacted by his mood, the amount of net disposable cash and the amount of cash on him. The consumer its credit card is likely to make more purchases than the consumer using a debit card or cash. Similarly, a consumer will spend more at happy moments then at sad moments, for example, people will splurge on birthdays, weddings and other celebratory moments.

The social surroundings impact consumers as human beings are social beings and are influenced by society when making a purchase decision. If a person is spending more time socializing with high end, high-status individuals will opt for products that are branded and in the premium range. They will also dress to match the status image requirements. The consumers are looking towards friends for acknowledgment and like to make purchases that improve their prestige and social status. The individuals tend to take friend's advice while making high-value purchases like house, car, mobile, etc. It is observed that a person makes more purchases when accompanied by friends and is prone to more impulse buying. The consumer behavior is directly impacted by friends opinions and advice. Shopping is a social experience and consumers will blindly buy products approved by other members of society.