Discuss the way situations might influence consumer attitudes
3) Discuss the way situations might influence consumer attitudes. For example, what might be the attitude of the consumer be late at night after a class? What about for lunch on the run and dinner with friend before a movie? Discuss a vegan seeking dining options and the attitudes they might express. Are there any other situation you can think of?
1. Situation influence consumer attitudes
Attitudes occur within a situation. Schiffman and other (2014) suggested that “situation” means events or circumstances that influence the relationship between an attitude and behaviour in a specific point of time. Cote Jr. and Wong (1985) also agreed with this and provided a research using the Model of Situational Influences (Figure 1).
Figure 1: Model of Situational Influences
According to the model, an unexpected situation occurs can change the consumer’s initial intention and thus, lead to a different behaviour that inconsistent with the attitude. As time passes, situation change may cause the consumer to adjust his/her behaviour. Miller and Ginter (1979) also suggested that the use of situation-specific measure in attitude model would help the manager to predict subsequent brand choice behaviour.
2. Situation 1: Dinner for late night after a class Angloinfo (n.d) provides that in Australia, consumers consider dinner is the main meal of the day. Thus, consumer will prefer a proper meal, sit around a table with family members and enjoy fresh, healthy food. However, when the unexpected situation of a late night after class comes in, they will have to choose a quicker meal such as fast food or convenience meal at supermarket. Average Australian eats fast food nearly every week (Holroyd 2014). Zambrero positioned themselves as a healthy alternative to fast food while being tasty. Thus, consumer can still have a fast option that suitable in the situation of late night as well as a healthy food that suitable with the attitudes for dinners. Therefore, by targeting students,
1. Situation influence consumer attitudes
Attitudes occur within a situation. Schiffman and other (2014) suggested that “situation” means events or circumstances that influence the relationship between an attitude and behaviour in a specific point of time. Cote Jr. and Wong (1985) also agreed with this and provided a research using the Model of Situational Influences (Figure 1).
Figure 1: Model of Situational Influences
According to the model, an unexpected situation occurs can change the consumer’s initial intention and thus, lead to a different behaviour that inconsistent with the attitude. As time passes, situation change may cause the consumer to adjust his/her behaviour. Miller and Ginter (1979) also suggested that the use of situation-specific measure in attitude model would help the manager to predict subsequent brand choice behaviour.
2. Situation 1: Dinner for late night after a class Angloinfo (n.d) provides that in Australia, consumers consider dinner is the main meal of the day. Thus, consumer will prefer a proper meal, sit around a table with family members and enjoy fresh, healthy food. However, when the unexpected situation of a late night after class comes in, they will have to choose a quicker meal such as fast food or convenience meal at supermarket. Average Australian eats fast food nearly every week (Holroyd 2014). Zambrero positioned themselves as a healthy alternative to fast food while being tasty. Thus, consumer can still have a fast option that suitable in the situation of late night as well as a healthy food that suitable with the attitudes for dinners. Therefore, by targeting students,