“THE IMPACT OF SITUATIONAL

FACTORS ON CONSUMER DECISION

MAKING ON THE DANISA CAKE
BRAND”

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 INTRODUCTION
ORIGIN:

• Premium butter cookies from Denmark,

manufactured in Indonesia.
• The royal flavor of Danisa butter cookies has been
cherished in Vietnam for nearly 20 years.
• The first tin box biscuit line became popular as a
choice for gifts and presents.

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 INTRODUCTION
H I S TO RY:
• Danisa belongs to Mayora, a food conglomerate
based in Indonesia, established in 1977.
• Manufactured in Indonesia, distributed globally by
Takari International.
• Collaborating with Danish Speciality Foods APS
ensures stringent quality control.

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 INTRODUCTION
D E V E L O PME N T

• Introduced in 1948, currently present in over 100

countries.
• The traditional butter biscuit line is beloved in many
countries.
• Danisa leads the butter biscuit market in numerous
countries, especially in Asia.

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 INTRODUCTION
C U RR EN T D EV ELO PMEN T STATU S O F
D A N ISA IN TH E V IETN A MESE MA R K ET

• A long-standing brand with a nearly 20-year-old system.

• The first tin box biscuit line was rare at the time of its launch.
• The flagship product: Butter cookies with distinctive flavor and high
quality.
• Target market: Vietnamese consumers, especially during Tet.

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INTRODUCTION
• Middle and upper-class demographics.

TARGE T • Stable income with modern lifestyles.

C USTOME R • Preference for high-quality products with traditional flavors.
• Shopping at supermarkets, convenience stores, and grocery stores.

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2. THE CONCEPT OF SITUATIONAL INFLUENCE ON
CONSUMER BEHAVIOR AND PROVIDING AN EXAMPLE
T H E SW EETEST TR EATS

The concept of situational Four main types of Five dimensions of situational

influence on consumer behavior situations influence

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2. THE CONCEPT OF SITUATIONAL INFLUENCE ON
CONSUMER BEHAVIOR AND PROVIDING AN EXAMPLE
TH E C O N C E PT OF SITU ATIO N A L IN FLU EN C E ON
C O N SU ME R B E H AV I O R:

• Situational influence refers to the impact of external factors in the environment on

consumer purchasing decisions.
• These factors may arise during the shopping process and can influence their decisions.

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2. THE CONCEPT OF SITUATIONAL INFLUENCE ON
CONSUMER BEHAVIOR AND PROVIDING AN EXAMPLE
FO U R MA I N T Y PE S O F SITU ATIO N S:

Communication situation: Purchase situation:

When consumers encounter information about When consumers decide to purchase a
a product/service product/service

Usage situation: Disposal situation:

When consumers use a product/service When consumers decide to dispose of a
product/service

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2. THE CONCEPT OF SITUATIONAL INFLUENCE ON
CONSUMER BEHAVIOR AND PROVIDING AN EXAMPLE
FIV E D I ME N SIO N S O F SITU ATIO N A L IN FLU EN C E:

Physical surroundings: Task definition:

The layout, lighting, and music in the store can influence The reason for purchase, urgency of need, and available
shopping behavior. funds can influence buying decisions.

Social surroundings: Temporal perspectives: Antecedent states:

The presence of others can Time of day, day of the week, and time of Mood, level of hunger, fatigue can
influence purchasing decisions. year can affect shopping behavior. impact shopping behavior.

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3. THE RELEVANCE AND
IMPORTANCE OF EXAMINING
SITUATIONAL FACTORS IN
MARKETING

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 In the field of marketing, closely examining situational factors is crucial for understanding and
appropriately responding to specific situations that customers may encounter. It is extremely
important for developing effective marketing strategies

U N D E R S TA N D I N G CUSTOMIZING C R E AT I N G B E T T E R
CONSUMERS M A R K E T I N G S T R AT E G I E S CUSTOMER EXPERIENCES

• Situational factors influence

• Reflecting changes in customers' • Understanding situational factors
customers' purchasing behaviors and
moods, needs, and desires. helps create better customer
decisions.
• Enhancing interaction capabilities experiences.
• Grasping these situations helps
and creating positive consumer • Increasing
marketers devise appropriate customer loyalty and
experiences.
strategies to interact with and encouraging more purchases.
influence customers.

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 C R E AT I N G S U I TA B L E BUILDING CUSTOMER DEALING WITH
P R O D U C T S A N D S E RV I C E S R E L AT I O N S H I P S COMPETITION

• Understanding situational • Caring for and providing positive • Understanding and responding

factors helps in developing experiences helps build closer appropriately to situational

relationships with customers factors helps maintain a
products and services that meet
• Leading to loyalty and repeat competitive edge.
customer needs.
purchases.

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 E X A M I N I N G S I T U AT I O N A L FA C T O R S
IS CRUCIAL FOR DEVELOPING AN
E F F E C T I V E M A R K E T I N G S T R AT E G Y.

CONCLUSION
C A P T U R I N G S P E C I F I C S I T U AT I O N A L
FA C T O R S H E L P S M A R K E T E R S
O P T I M I Z E T H E I R S T R AT E G I E S ,
INCREASE THE CHANCES OF
SUCCESS, AND FOSTER BETTER
R E L AT I O N S H I P S W I T H C U S T O M E R S .

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4. STUDENTS EXPLAIN THE
IMPACT AND SITUATIONAL
FACTORS ON CONSUMER
DECISION-MAKING IN THE
CONTEXT OF THE CHOSEN
BUSINESS, PROVIDING CLEAR
EXAMPLES.

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 D A N ISA 'S L O N G STA N D IN G PR E SE N C E A N D C O MMITME N T TO IN N O VAT IO N
H AV E B U ILT B RA N D R E C O G N ITIO N A N D PO SIT IV E A SSO C IAT IO N S,
A PPE A L IN G TO C O N SU ME R S SEE K IN G H IG H -Q U A L IT Y PR O D U C T S. T H EIR
FO C U S O N B R A N D RE PU TATIO N A N D PR O D U C T D E V E L O PME N T IS K E Y TO
ATT R A C T IN G A N D R ETA IN IN G C U STO ME R S.

PHYSICAL SOCIAL TEMPORAL TA S K ANTECEDENT

SURROUNDINGS SURROUNDINGS PERSPECTIVES DEFINITION S TAT E S

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 1.PHYSICAL
SURROUNDINGS
PRO MIN EN T A N D A C C E SSIB LE D ISPLAY S

• VA R I O U S C O U N T E R S P R I O R I T I Z E EFFEC TS
SHOWCASING DANISA BISCUITS IN
I M P R E S S I V E WAY S . • Enhance brand recognition and attract customers.
• C O U N T E R S A R R A N G E D A S WA L L S , I S L A N D S ,
• Convey an impression of luxury and prestige.
OR CLUSTERS ENHANCE PRODUCT
• Drive purchase decisions and increase sales revenue.
C R E D I B I L I T Y.
• M E T I C U L O U S LY D E S I G N E D PA C K A G I N G
C R E AT E S A S T R O N G V I S U A L I M PA C T.

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 2. SOCIAL
SURROUNDINGS
A D V E RT I SI N G A N D C O MMU N IC ATIO N STRATEG Y

• FOCUS ON BUILDING A HIGH-END,

LUXURIOUS BRAND IMAGE.
EFFEC TS
• A d s o n T V w i t h h i g h f r e q u e n c y, e s p e c i a l l y d u r i n g • Positive association with luxury and quality.
Te t . • Increased consumer interest and anticipation.
• Program " Tết trao tri ân dù xa hay gần "
• Choice of Danisa for meaningful Tet gifts.
strengthens brand connection.

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3. TEMPORAL
PERSPECTIVES
STREN G TH E N I N G G R AT I T U D E G IFT SETS

EFFEC TS
• R E L E A S E O F S H O RT- T E R M P R O D U C T S ,
E S P E C I A L LY D U R I N G T E T. • Stand out and attract consumers during
• Flexible communication strategies reflect brand
s i n c e r i t y. festive seasons.
• Unique packaging design attracts consumer
attention.

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4. TASK DEFINITION
H IG H -EN D B R A N D U SE D FO R H O LID AY A N D
SPEC IA L O C C A SI O N G I FTS

EFFEC TS
• A S S O C I AT E D W I T H L U X U RY, R E P U TAT I O N ,
A N D Q U A L I T Y. • Consumers align choices with task requirements easily.
• Preferred choice for gifting to relatives, • Balancing Brand Loyalty and Budget
partners, and friends.

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 5. ANTECEDENT STATES
E STA BLISH ED C O N SU MER AWA R EN ESS

• E F F E C T I V E A D V E RT I S I N G A N D EFFEC TS
C O M M U N I C AT I O N S T R AT E G I E S .
• Build a strong and trustworthy brand image.
• To p c h o i c e f o r h i g h - e n d b i s c u i t p r o d u c t s . • Enhanced Brand Recall and Recognition
• Increased Trust and Confidence in Product Quality
• Easily proceed to purchase the product

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THANK YOU!
FOR LISTENING

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