There was an investigation in an attempt to understand what situational influences affect purchasing behaviors of consumers. Fifty subjects were asked to complete a survey in determining what attributes affect the decision to purchase a product. The effect of purchase was based on three different times of day: morning, afternoon, and evening. The effect of purchase was also based on whether subjects preferred caffeinated or non-caffeinated soda depending on the time of day. The subjects were asked to rate their preferences on a 5 point rating scale, one being agree and five being disagreed. The results indicated there was a relationship between caffeination and usage situation.
Situational Influences on Purchasing Behavior.
Why do people shop? How do situational factors influence the decision to purchase certain items? The act of purchase is affected by many factors: mood, time pressures, or even a person's disposition towards shopping. …
