MKT220消费者行为经典小条.doc

Situation?Type of situation?Situation a set of factors outside of, and removed from, the individual consumer or the stimulus object to which the consumer is reacting.The four situations of interest to marketers are:the communication situation,the purchase situation,the consumption or usage situation,and the disposal situation. Classes of situational influences?Situational influences the influences on purchase decisions of the physical surroundings, social surroundings, temporal perspective, task definition and antecedent states.Situation have been classified as five objectively measured variables.Physical surroundings include geographical and institutional location,decor,sound,aromas,lighting,weather and displays of merchandise or other material surrounding the product.e.g.Full service.Social surroundings deal primarily with other people presence who could have an impact on the individual consumer’s behaviour.e.g.Fast food.Temporal perspectives deal with the effect of time on consumer behaviour.e.g.Limited service.Task definition reflects the purpose or reason for engaging in the consumption behaviour.e.g.Fast food.Antecedent states are features of the individual that are not lasting characteristics.e.g.Limited service. Problem recognition? the first stage in the consumer decision process; it is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.Desired state the condition the consumer would like to be in at this point in time.Actual state the condition the consumer perceives himself or herself to be in at this point in time.If the discrepancy between these two states is sufficiently large and important, the consumer will begin to search for a solution to the problem. Marketing strategies can be used to activate problem recognition?(trigger,encourage)Once managers are aware of problem-recognition patterns among their target market,they can react by designing their marketing mix to so