Situational variable and

consumer behavior

BY GROUP 11
SEC–B
 Introduction and Concepts
 Variations in buyer’s behaviour unexplained by individual consumer
characteristics
 Various theories states that along with individual characteristics there are
lots of situational factors which determines a buyer’s behaviour
 Roger Barker’s theory- B=f(PE)
Few Concepts
 Situations – comprises a point of time and space
Behavioural setting – not only bounded by time and space but by a
complete sequence of behaviour called action pattern
Environment- Extension of time and place, Behavioural dimensions which
is characterised by more or less a permanent “situation”
Example
Legal Environment
Laws, Legal institutions,
Interpretive tendencies
Environment within a governmental
territory

Behavioural settings

Discrete Discrete Behavioural setting

Situation Situation A certain courtroom which
1 2 is open from 10am to 5pm

Situation
John is cross examined by
attorney Peter during trial
1st in the city Delhi at 4pm
on 2nd July 2018
SOR Paradigm
Analysis of Consumer behavioral
variances
Key points
 Comparing the resulting relative influence from person,
products(responses) and situations from the table.
We draw the following conclusions
 The most dominant influence is the response by the situations
interaction
 Especially in the meat and the beverage section.
 The least influence is seen in the case of the motion pictures where in
the choice of the motion pictures is not influenced by the situational
influences.
Thank you