5 dimensions and starbucks
In order to clarify and understand how five dimensions of situational influences affect buyer behavior, this essay is going to answer three questions. First of all, physical surrounding and social factors will be demonstrated by providing some definitions and relevant instances. Secondly, case study will be analyzed based on three factors such as social surrounding, task definition and temporal perspective. Finally, Starbucks café would be chosen as an example to analyze how they has developed their promotion, place and product related to physical factor.
Question 1
Firstly, as can be known, situational influences are basically five factors that affect customers when they want to make buying decision. One of the most visible features that may have a direct impact on their decisions is physical surrounding like store location, interior decoration, music, smell, temperature and amount of choice provided. This factor would be used as a tactic to attract customers or keep them stay longer in stores. For example, these days, Coles and Woolworth have had almost same price and promotion for their customers so most people have chosen to shop in one of these because that is simply the nearest supermarket from their house. In addition, how companies decorate their shops, what kind of music they play and which fragrance they choose to use in their stores or products play a prominent role to approach their potential clients. According to Belk (1975)’s study, there is a relationship between store’s atmosphere and purchasing outcome that means the more enjoyable atmosphere the store have, the more money their customers are apparently willing to spend (as cited in Anic and Radas, 2006). Moreover, when they spend more time to stay inside, it may lead to a chance that they would buy unplanned goods. Furthermore, in 2000, the American Wine Council demonstrated that their most wine consumers were female who prefer having sweeter taste and smell and that is one of the reasons why
Question 1
Firstly, as can be known, situational influences are basically five factors that affect customers when they want to make buying decision. One of the most visible features that may have a direct impact on their decisions is physical surrounding like store location, interior decoration, music, smell, temperature and amount of choice provided. This factor would be used as a tactic to attract customers or keep them stay longer in stores. For example, these days, Coles and Woolworth have had almost same price and promotion for their customers so most people have chosen to shop in one of these because that is simply the nearest supermarket from their house. In addition, how companies decorate their shops, what kind of music they play and which fragrance they choose to use in their stores or products play a prominent role to approach their potential clients. According to Belk (1975)’s study, there is a relationship between store’s atmosphere and purchasing outcome that means the more enjoyable atmosphere the store have, the more money their customers are apparently willing to spend (as cited in Anic and Radas, 2006). Moreover, when they spend more time to stay inside, it may lead to a chance that they would buy unplanned goods. Furthermore, in 2000, the American Wine Council demonstrated that their most wine consumers were female who prefer having sweeter taste and smell and that is one of the reasons why