1Electrical engineer presently pursuing her Ph.D. in Business Administration, Annamalai University
2Formerly Senior Operation Engineer, Tuticorin Alkali Chemicals and Fertilizers Ltd
3Reader and Statistician, Rajah Muthiah Medical College, Annamalai University, India
4Assistant Professor, Department of Business Administration, Annamalai University
Online published on 15 February, 2019.
Situation is a major factor that influences the consumer decision making on both purchase and consumption situation. Situation, in this study is considered a temporary characteristic of the individual that influences the consumer at a particular time and place to purchase and consume snack food in eateries. Two focus groups studies were undertaken with respondents on snack foods purchase. People who came to branded and non-branded eateries of Puduchery in the month of September 2013 were studied separately. The rotated component matrix of the 37 questions indicated nine components named as social influencing situation, store merchandise influencing situation, store atmosphere influencing situation, mood influencing situation, store personnel influencing situation, momentary condition influencing situation, impulse consumption influencing situation, gift-giving situation and relaxing situation, which present a higher degree of variability among consumers. This scale has been developed to specifically suit to situational influence on snack food purchase. In future, scales can be developed to suit to situational influence of different impulsive products.
Consumer Decision Making Consumption Situation Focus Groups Impulsive Products Scale Development Approach Situational Influence Snack Food
