.1Situational InfluencesIndividuals can have a variety of attitudes towards a particular behaviour, each corresponding to a particular situation. Situational influence is a temporary force, associated with the immediate purchase environment that affects behaviour. ‘Marketers need to understand the consumption situation for which their products are, or may become appropriate. Based on this knowledge, marketers can communicate how their products can create consumer satisfaction in each relevant consumption situation’ (Neal et al, 2000)For example, McDonalds and Burger King have increased their sales by going beyond their freestanding traditional store design and opening small-scale service counters at such diverse locations as shopping malls, airports and gas stations. By doing this they deliver convenience value by providing convenient point of access. Companies locate the distribution and retail facilities conveniently to keep them open 24hrs for consumers in various situations. 5.1.2Problem RecognitionProblem recognition involves recognising the existence of a discrepancy between the consumers desired state and the actual state. Both the desired state and the actual state are influenced by the consumer lifestyle and current situation. (Neal et al, 2000)Marketing managers often want to influence problem recognition rather than react to it. Marketers attempts to influence the timing of problem recognition by making consumers aware of potential problems before they arise. (Neal et al, 2000)McDonalds and Burger King attempts to influence problem recognition by their use of advertising. Awareness/Problem recognition of hunger may arise from the consequences of frequent television ads, a persuasive radio advertisement, a billboard or just convenient location. McDonalds runs it ads repeatedly, but changing them often to balance audience awareness and knowledge versus irritation by placing an ad a number of times in a short p...
