Contents
Introduction 3- Consumer Behavior 4
- Telstra’s Landline Service 4
- Situational Influences 5
- Physical Surroundings 6
- Social Surroundings 7
- The Task Definition 8
- Temporal Effects or the Time Perspective 8
- Antecedent States 9
- Marketing and the Understanding of the Situational Influences 9
- Conclusion 12
Description
Consumer behavior is the process that people undergo in making the purchase decision. The study of consumer behavior helps the company’ in a great way to understand the factors that affect the consumer behavior and according to that design their marketing strategy.
The situation in which a customer makes the purchase decision is very essential. The various situational factors that impact the purchase decision are physical surroundings, social surroundings, task definition, temporal effects and antecedent states. These situational factors affect the consumer’s decision making and in turn affect the company’s growth and success rate. Physical surroundings are the factors like décor, aroma, around, weather etc. Social surroundings include the interaction and the affect that other people have on the purchase decision. Task definition is the reason for the purchase of the product or service. Temporal effect is the influence of time. Time influences the search behavior of the customer. Antecedent affects are the monetary moods and the conditions of the customer.
Telstra’s home phone service is a big hit among the population of Australia. The knowledge of the various situational factors has lead to this success in the Australian market. The social factors and task definition, physical surrounding make a bigger impact than factors like temporal effects and antecedent effects.
The understanding of the effects of situational influences gives marketers a tool to design their marketing strategy to increase their success rate. This gives the company the competitive edge over its competitors.
