Situational Factors that Affect People's Buying Behavior
Situational factors such as physical factors, social factors, time factors, the reason for the buyer's purchase, and the buyer's mood are discussed.
The Consumer's Physical Situation
Atmospherics
Are physical factors that firms have control over and manipulate in order to try to influence consumer purchasing decisions.
Examples:
- Layout of grocery stores, with bread and milk at opposite ends so people will have to walk around entire store.
- Location of Starbucks, with a store every few miles in some areas and products available in grocery and convenience stores.
- Strategic fragrancing that keeps customers in the stores longer.
- Mirrors at elevators because when people are busy looking at themselves, they don't feel like they are waiting as long.