Title: Situational Factors That Affect People’s Buying Behavior
Headings: 3.2
Situational Factors That Affect People’s Buying Behavior

3.2 Situational Factors That Affect People’s Buying Behavior
Learning Objectives
The Consumer’s Physical Situation
The Consumer’s Social Situation
Video Clip
The Consumer’s Time Situation
The Reason for the Consumer’s Purchase
The Consumer’s Mood
Key Takeaway

Content: Situational Factors That Affect People’s Buying Behavior
3.2 Situational Factors That Affect People’s Buying Behavior
Learning Objectives
Describe the situational factors that affect what consumers buy and when. Explain what marketing professionals can do to make situational factors work to their advantage. Situational influences are temporary conditions that affect how buyers behave—whether they actually buy your product, buy additional products, or buy nothing at all from you. They include things like physical factors, social factors, time factors, the reason for the buyer’s purchase, and the buyer’s mood. You have undoubtedly been affected by all these factors at one time or another. Because businesses very much want to try to control these factors, let’s now look at them in more detail. The Consumer’s Physical Situation
Have you ever been in a department story and couldn’t find your way out? No, you aren’t necessarily directionally challenged. Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. Presumably, the longer you wander around a facility, the more you will spend.