Consumer Behavior: Chapter 11 Assignment - Situational Factors

This assignment delves into the intricacies of consumer behavior, focusing on how situational factors influence purchasing decisions. It explores the concept of situational effects, providing examples of how these effects impact brand preference, stimulate purchases, and influence pricing. The assignment further examines how time, mood, and financial resources affect consumer choices, including the concept of advertiming. Different types of shopping activities are analyzed, such as epistemic, acquisitional, impulsive, and experimental shopping, along with the values associated with each. The assignment also differentiates between impulsive, unplanned, and compulsive shopping, providing real-world examples for each. Finally, it examines the role of atmosphere in encouraging purchases and discusses how to position a fashion store to cater to students' needs, considering both functional and affective qualities, and the overall impact on shopping value.

Last Name ______________________________ First Name _________________________ Student # ___________________________
REVIEW Questions
1. [LO1] What exactly are situational effects on consumer behaviour? Provide at least three
examples of ways in which situational effects influence your own consumer behaviour. /6
Answer
Situational effect on consumer behavior denotes the impact of situation on consumers’ behavior.
(opentextbooks, 2016)
Provide at least one example of how situations influence:
One example of your Brand preference
Answer
Example of brand preference is preferring purchase of Apple I Phone while looking for
purchasing smart phone.
One example of how situations stimulate purchases
Answer
Example of situational stimulation of purchase is - during the winter, buyer needs to purchase
woollen garments to protect from weather.
One example of how situations cause you to pay more than you might otherwise.
Answer
During natural calamity, we have to pay more for the daily consumables than of normal days.
This is the example of situation demanding more price than normal price.
1| P a g e

Last Name ______________________________ First Name _________________________ Student # ___________________________
2. [LO1] How does a situational influence change value for consumers? For example, how
does the value of different types of restaurants change for a consumer who has only 25
minutes for lunch? /5
Answer
For restaurants catering customers with quick service to maintain minimum delivery time
for customers’ consumption adds to consumers’ value, as it meets the demand of such
segment of customer. The restaurants with longer time to prepare and serve food would be
of less priority or no priority for the consumers with 25 minutes to finish lunch.
3. [LO2] Define temporal factors. What are the different ways in which temporal factors can
influence consumer behaviour? Which do you think are strongest? /4
Answer
Temporal factors are those, which can influence consumer behavior while buying any
goods. Three different temporal factors are dominant in consumer behavior- time, mood
and money to spare for the consumables. Out of them, money is the strongest factor,
because other temporal actors can be considered and adjusted, but cash in hand cannot be.
(Kiboro, Omwenga, & Iravo, 2017)
2| P a g e

Last Name ______________________________ First Name _________________________ Student # ___________________________
4. [LO2] What is the concept of advertiming? Is advertiming a good thing for marketers and
consumers? /4
Answer
Advertiming is defined as change of advertisement from time to time to attract consumers for
the said products. (dictionary, n.d)
Advertiming is good for marketers to keep attraction of their products for consumers with
change of advertising from time to time by adding value to the projection of the products.
Advertiming is good for consumers, as they are able to know added features of the products
changing over from time to time.
5. [LO3] Define shopping. What are the two key dimensions of personal shopping value, or
PSV? /4
Answer
Shopping is defined as buying goods of needs from shops.
The two key dimensions of personal shopping values are hedonic personal shopping value and
utilitarian personal shopping value. (IgiGlobal, n.d)(Global, n.d)
6. [LO3] What are the different types of shopping activities in which consumers participate?
What types of value would you associate with each? Can a retail website be designed to
cater specifically to each type of orientation? Explain. /8
Answer
There are four types of shopping activities the consumers participate. They are epistemic,
acquisitional, impulsive and experimental shopping activities. (DayBuyDay, 2016)
3| P a g e

Last Name ______________________________ First Name _________________________ Student # ___________________________
The epistemic shopping activity is by gathering knowledge related to one product or set of
products.
The acquisitional shopping activity is by acquiring specific product or set of products
intended for shopping.
Impulsive shopping activity is associated with impulsive buying of any product to fulfill
self-accomplishment driven by emotional attachment.
Experimental shopping activity is related to acquiring of recreational related activities to
entertain excitement, fun, relaxation, social interaction or to ensure accomplishment of
other feeling desired by the consumer.
It is really tough for any retail website to entertain all four types of shopping activities, but
the same can be managed by designing their website with products of different nature.
Epistemic activity can be provided by providing knowledge of the product. Acquisitional
and impulsive activities can be provided by making provision of having the product by
paying for it. Experimental shopping activity can be provided by creating sensation of such
activities covered under this activity by providing the option to buy it for the consumers.
7. [LO4] Define impulsive shopping, unplanned shopping, and compulsive shopping. List
three examples of each consumer behaviour and explain each using the characteristics of
each type of behaviour. /6
Answer
Impulsive shopping
Definition- Impulsive shopping is defined as such spontaneous shopping activities to fulfill self-
accomplishment. (Friesner, 2014)
Example- Buying some chocolates for children while shopping to fulfill their self-containment.
Unplanned shopping
4| P a g e

Last Name ______________________________ First Name _________________________ Student # ___________________________
Definition- This shopping is defined as buying a product, which is not planned.
Example- availing offer of additional products from any grocery website by going through its
website.
Compulsive shopping
Definition- This shopping is defined as buying the products of needs with mandatorily procuring
the same to satisfy needs of the consumer.
Example- Shopping of groceries or consumables, required with its compulsive nature.
8. [LO5] What is the sequence of events through which atmosphere might encourage a
purchase? Use an example to illustrate your answer. /5
Answer
The sequence of events to encourage purchase is mainly to attract the customers by
projecting its features in a place. To explain the atmosphere for encouraging a purchase, the
example is a live demonstration of product in a shopping mall. The product e.g. a vacuum
cleaner may be demonstrated in any shopping mall with its salient features. The specific
features may attract the consumer and the purchasing would take place.
9. If you were creating a fashion store to cater to students at your local university, how would
you position it in terms of functional and affective qualities? What environment
5| P a g e

Last Name ______________________________ First Name _________________________ Student # ___________________________
characteristics would be used to implement this positioning? Would this environment tend
to be oriented more toward creating hedonic or utilitarian value? /8
Answer
To create a fashion store near any local university for catering students’ needs, the
positioning should be in near proximity of the students to reach for ensuring its functional
and affective qualities. (Roberts, 2018)
Fashion stores normally demands environmental characteristics of cool positioning with
access of other facilities like refreshment. As this shopping is not compulsive, the buyers
should have peace of mind to have a look at the products with the provision of paying them
of their choice.
This shopping experience would tend to hedonic shopping value, as the buyers would like
to buy with fun and ease of mind, with no compulsion to justify the utilitarian value of
shopping.
6| P a g e

Last Name ______________________________ First Name _________________________ Student # ___________________________
Bibliography
DayBuyDay. (2016, May 11). Types of Shopping Activities. Retrieved August 15, 2019, from
DayBuyDayblog.wordpress.com:
https://daybuydayblog.wordpress.com/2016/05/11/acquisitional-epistemic-and-
experiential-shopping/
dictionary, e. (n.d). Advertiming. Retrieved August 15, 2019, from Althos- E marketing
Dictionary: http://www.emarketingdictionary.com/WebMarketingDictionary-
Advertiming-Definition.html
Friesner, T. (2014, May 8). Consumer Behavior Shopping Habits. Retrieved August 15, 2019,
from marketingteacher.com: https://www.marketingteacher.com/consumer-
behavior-shopping-habits/
Global, I. (n.d). What is Hedonic Value. Retrieved August 15, 2019, from IGI-Global.com:
https://www.igi-global.com/dictionary/hedonic-value/12938
IgiGlobal. (n.d). What is Utilitarian Value. Retrieved August 15, 2019, from Igi-Global.com:
https://www.igi-global.com/dictionary/understanding-consumer-
recommendation-behavior/31296
Kiboro, G. W., Omwenga, D. J., & Iravo, P. M. (2017). INFLUENCE OF TEMPORAL FACTORS
ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA. Cari
Journals .
opentextbooks. (2016, January 15). Situational Factors That Affect People’s Buying Behavior.
Retrieved August 15, 2019, from Open text book for Hong Kong:
http://www.opentextbooks.org.hk/ditatopic/16213
Roberts, H. (2018, October 3). 7 Examples of Great Brand Positioning Strategy (2018
Update). Retrieved August 15, 2019, from figmints.com:
https://www.figmints.com/blog/5-companies-that-differentiated-in-crowded-
markets-with-brand-strategy/
7| P a g e

Last Name ______________________________ First Name _________________________ Student # ___________________________
8| P a g e