We have to point out here that although situational factors frequently influence brand choice in some cases consumers will by a certain brand regardless of the situation. It can be generally stated that the greater the degree of brand loyalty, the less important are situational influence. The brand loyal consumer is likely to use their favourite brand of beer, coffee, or snack food, regardless of the situation. On the other hand where the brand loyalty is not strong the consumption may be determining factor on brand choice.
Situational influences tend to be less significant when the consumer is very loyal to a brand and when the consumer is highly involved in the purchase. Black and belle studied involvement in product for four categories. They found that when involvement in the product is low the situation tends to determine behaviour. But when product involvement is high the situation is not as important and may not determine behaviour.
