Purchasing behavior may occur due to stressful situations consumers to make purchases which appear in various places and times that have not been determined previously. Influence situation is deemed by Russell W. Belk as the influence arising from particular factors to a specific time and place. Belk further explained that there are five characteristics of the consumer situation that can only affect customer behavior, namely:
1. The physical environment
2. Social environment
3. Time
4. Task
5. Antecedent circumstances.
While some other marketing experts. Whan Park, Easwar S. Iyer, Daniel C. Smith suggested the existence of two situational factors, namely:
(1) Knowledge of the store and (2) Availability of time to shop that makes the consumer intends to make a purchase, whether have been planned, without a plan or changing the brand or product to be bought.
Store of knowledge is defined as consuming information in store layout and configuration, including the location of products and brands. Availability of time for shopping is the consumer's perception of time needed to carry out shopping activities with the time available.
Availability of time may also influence consumer decisions in certain situations. Due to time pressure, consumers will progressively reduce information search time. The use of information available will also decrease, and negative information or unfavorable also participated into consideration in decision making due to time pressure.
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