Having an online presence is another way to cope with weather-related problems. For example, many resorts offer consumers discounts to travel to beach locations during hurricane season. Who wants to shop for a car in the rain?įirms often attempt to deal with adverse physical factors such as bad weather by offering specials during unattractive times. Businesses such as automobile dealers also have fewer customers. Beach resorts, outdoor concert venues, and golf courses suffer when it is raining heavily. Rainy weather can be a boon to some companies, like umbrella makers such as Totes, but a problem for others. Not all physical factors are under a company’s control, however. Hotel operators have found that when people are busy looking at themselves in the mirrors, they don’t feel like they are waiting as long for their elevators (Moore, 2008). Mirrors near hotel elevators are another example. Research shows that “strategic fragrancing” results in customers staying in stores longer, buying more, and leaving with better impressions of the quality of stores’ services and products. The managers of the complex were trying to get you to stay for a while and have a look at their facilities. Perhaps you’ve visited the office of an apartment complex and noticed how great it looked and even smelled. Physical factors that firms can control, such as the layout of a store, music played at stores, the lighting, temperature, and even the smells you experience are called atmospherics. You can also buy cups of Starbucks coffee at many grocery stores and in airports-virtually any place where there is foot traffic. It has the process down to a science you can scarcely drive a few miles down the road without passing a Starbucks. Starbucks has done a good job in terms of locating its stores. To buy both, they have to walk around an entire store, which of course, is loaded with other items they might see and purchase. Grocery stores frequently place bread and milk products on the opposite ends of the stores because people often need both types of products. Presumably, the longer you wander around a facility, the more you will spend. Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. Have you ever been in a department story and couldn’t find your way out? No, you aren’t necessarily directionally challenged. Let’s now look at some of the influences on consumer behavior in more detail. While some influences may be temporary and others are long lasting, different factors can affect how buyers behave-whether they influence you to make a purchase, buy additional products, or buy nothing at all. Businesses often try to influence a consumer’s behavior with things they can control such as the layout of a store, music, grouping and availability of products, pricing, and advertising. Businesses try to figure out trends so they can reach the people most likely to buy their products in the most cost-effective way possible. What factors influenced your decision and what factors influenced your friend’s decision?Īs we mentioned earlier in the chapter, consumer behavior is influenced by many things, including environmental and marketing factors, the situation, personal and psychological factors, family, and culture. You might be very interested in purchasing a Smart Car, but your best friend might want to buy a Ford F-150 truck. Other consumers follow a similar process, but different people, no matter how similar they are, make different purchasing decisions. Over the years, you’ve developed rules of thumb or mental shortcuts providing a systematic way to choose among alternatives, even if you aren’t aware of it. You’ve been a consumer with purchasing power for much longer than you probably realize-since the first time you were asked which cereal or toy you wanted.
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