As it has been stated above, situational factors also play an important role in the process of consumer decision making process. These factors can be availability of desired product, the timing of the purchase, location and weather. These factors have been ignored by many researchers and academics claiming that these factors have less or no significance. However, according to the results of recent studies, these factors can be significantly influential on the consumer buying behaviour.
According to Lancaster et al (2002), situational factors are significant in terms of affecting the consumer buying behaviour. For example, according to the findings of Burrow (2008) physical and social environment of the purchasing location such as existing of long queues directly affect the consumers buying behaviour in a negative way. This can also be one of the reasons of growing trend of customers who are switching to online shopping in the recent years.
Burrow, J.L. (2008) “Marketing” Cengage Learning
Lancaster, G., Massingham, L. and Ashford, R. (2002) “Essentials of Marketing” (4th edition), London: McGraw-Hill