Consumer Behaviour – MKT 510
Consumer Behaviour – MKT 510

Vishal Saraiya - 11509973
Assessment 1: - Case: Struggling to make the best buy.
Lecturer: Deborah D’Cruz
Date: - 9th December, 2013
Vishal Saraiya - 11509973
Assessment 1: - Case: Struggling to make the best buy.
Lecturer: Deborah D’Cruz
Date: - 9th December, 2013

Table of Contents 1. Introduction 2

2. Definition of Situational Influences 3

2.a Physical Surroundings 4

2.B Social Surroundings 4

3. Identification of Situational Influences 5

3.A Social Surroundings 5

3.B Temporal Surroundings 5 3.C Task Definition 6

4. Application of Situational Influence 7

5. Conclusion 8

6. References 9

1. Introduction
This report is going to discuss and evaluate the importance of the situational influence and focus on the case provided towards a Kate’s struggling to best buy, where her boyfriend’s birthday was fast approaching and what all factors affected in making the decision. This report will firstly research and discuss in detail about the situational influences which affects consumer decision to purchase a product or service. Under which it will focus on two key influences and substantiate on these concepts.
Secondly, it will identify and briefly describe three particular situational influences as evident from the given case study affecting Kate’s purchase decision. Thirdly, it will discuss how a marketer might be able to utilise “situation” to market a specific brand or product type where it will focus on three of the key marketing strategies and elaborate the understanding towards the consumer affection in decision by getting influence from a specific situation. It will finally be concluded with a clear understanding stating the importance of situation influence in the consumer buying decision process.

2. Definition of Situational