Consumer Behaviour And Situational Influences

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
Name of the Student
Name of the University
Author Notes:

CONSUMER BEHAVIOUR1
Post 01: Situational influences
The main product that is offered at McDonald’s are burgers. Beef and pork are the
main components of the burger patties. As a result of the same, the company could have had
issues while operating in a county such as India. As a result of this the launched chicken
burgers (Jeon et al., 2016). This was followed by the introduction of vegetable-based burger
patties. This is change in the business model that the company had top comply with in order
to comply with taboos that existed in the country of against and for the consumption of beef.
Consumer behaviour refers to the assimilation of the behaviour of the consumers at
individual and collective levels. It is the nature of behaviour of the consumers that determines
the effectiveness of a company in terms of generation of favourable responses from the
individual who assimilate to form the consumer community (Baumann, FitzHugh & Wilson,
2017). There are various types of predictable behaviours that can be tapped into. Market
research is a process with the help of which the nature of consumer behaviour can be tapped
into (Wolff, 2017). There are specific groups that are known as target groups, and it is by
targeting the said or specific groups that specific strategies can be adopted to capitalize on the
specific target groups that has been identified by the company (Ntoumani et al., 2017). It
must be noted that the behaviour of the consumers is changing. Hence, the behaviour of the
consumers should be tapped into by companies and it with the help of the same that the
changing behaviour of the consumers can be identified. McDonald’s has been able to do the
same as a result of which they were successful as the first major fast food chain in India.
Question: How important is consumer behaviour as a situational factor and how does is
impact the business model of a company.

CONSUMER BEHAVIOUR2
REFERNCES
Baumann, J., Le Meunier-FitzHugh, K., & Wilson, H. N. (2017). The challenge of
communicating reciprocal value promises: Buyer-seller value proposition disparity in
professional services. Industrial Marketing Management, 64, 107-121.
Jeon, H. J., Meiseberg, B., Dant, R. P., & Grünhagen, M. (2016). Cultural convergence in
emerging markets: The case of McDonald's in China and India. Journal of Small
Business Management, 54(2), 732-749.
Thøgersen-Ntoumani, C., Ntoumanis, N., Uren, H., Stathi, A., Wold, C., & Hill, K. D.
(2017). Perceptions of group-based walks and strategies to inform the development of
an intervention in retirement villages: perspectives of residents and village
managers. Journal of aging and physical activity, 25(2), 261-268.
Wolff, I. (2017). (Un-) Stable Preferences, Beliefs, and the Predictability of Behaviour.

CONSUMER BEHAVIOUR3
Post 01
Situational Influences
https://www.youtube.com/watch?v=xwjVhORhnqM
Seven eleven is a chain of convenience store based on Japanese and American,
Slurpee is one of most famous drinking products that introduced by seven
eleven in Australia and this advertisement created based on the summer season.
Slurpee is the most unique product introduced by seven eleven which is frozen
carbonated drink.
Consumer purchasing behavior can be impacted by several kinds of influences
such as situational influences, psychological influences and social influences.
According to Belk.R (2005) consumer situations can be reliably identified, a set
of descriptive dimensions such as those suggested (e.g., physical features such
as sounds, merchandise displays; social features such as other persons present)
can be developed Situational influences are the most dynamic and important
influences among those. In here consumer buying behavior can be differ in
according to following factors
 Physical surroundings
 Social surroundings
 Time (Temporal perspective
 Task
 Antecedent state
Physical surroundings indicate that the geographical, and institutional location,
weather, lighting, sounds and etc. In physical factors, the store layout or design
directly impact customer’s purchasing behavior (ex: supermarkets). As this
advertisement shows, a person can reach a seven eleven store within few
minutes as they have spread their stores all over the city.
Social surroundings indicate that the people who are involved with purchasing
decision, most students after school time spend much more to buy slurpee than
other times. In that way consumer’s purchasing decision can be influenced by
social surroundings.
Time represent the frequency of changing consumer’s buying behavior and
attitudes towards the products or service. Product selling percentage
dynamically changes with specific reasons. When marketer identifies the time
factor, as an example summer season buying behavior Vs winter buying
behavior, it would be easier to execute their marketing process.