shopping situation (situational factors)
Consumers might be ready to purchase a product or service but be completely derailed or distracted once they arrive at the store. Marketers counteract this by means of:
- Store atmosphere Use of colors lighting, music, scents, images all have shown to have a positive impact on a customer's purchasing decision.
- Crowding - Some customer's may leave if a store is overcrowded, customers with mobility issues may feel intimidated
- In store demonstrations Often in store demonstrations of food items, or other products can convince a customer to try things they otherwise would not
- Packaging - Making a particular product stand out among rows of similar items is difficult and marketers spend millions, designing and updating their packaging
- Temporal State A customer's state of mind at the time may determine a purchasing decision, if customer's are tired, angry, or in a depressed mood they may just decide to purchase a few needed items, or not shop at all. An angry mood may cause a customer to have a negative post purchase mood through no fault business. (i.e, parking ticket in the lot)