Influencing Consumer Behaviors

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Chapter 10 Influencing Consumer Behaviors
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Approaches to Influencing Overt Consumer Behavior
Marketing mix stimuli placed in the environment
Influence consumers affect and cognitions
Influent overt consumer behaviors
Info about consumers affect and cognitions
Consumer research data Sales, market share data
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Steps in Developing Consumer Behavior Influences
Strategies
No
Measure current levels of consumer affect and
cognition
Analyze consumers and markets
Select and implement influence strategy
Desired influence occur?
Measure strategic effects
Yes
Evaluate for performance improvement
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A comparison of views on marketing
Marketing issues
Behavior Approaches
Cognitive Approaches
Role of marketing
Modify consumer behavior to achieve
organizational objectives
Satisfy needs of consumers at profit
Investigate strategies for influencing consumer
affect and cognition
Role of marketing consumer research
Investigate strategies for predicting
controlling consumer behavior
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Two Types of Promotion

• Overall, sales promotion refers to any
  marketing strategy directed at changing behavior.
• Consumer Promotion - Pull strategy
• Trade Promotion - Push strategy

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Pepsi offers a 5 rebate on the Home Alone video
-- A type of consumer promotion
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Rebates are often effective at changing purchase
probabilities, even for big-ticket items
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Types of consumer promotions

• Sampling. Consumers are offered regular or trial
  sizes of the product either for free or at a
  nominal price.
• America Online 7, 500 hours free trial
  version.
• Price deals. Consumers are given discounts from
  the products regular price.
• For example, 1 off of Pepperidge Farm Raisin
  Bread.
• Bonus packs. Bonus packs consist of additional
  amounts of the product provided in the package or
  container.
• For example, 33 more free on Head and Shoulders.

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Consumer promotions, cont.

• Rebates and refunds. Consumers, either at
  purchase or by mail, are given cash refunds for
  purchasing products.
• For example, A 2000 rebate on GM trucks in
  April.
• Sweepstakes and contests. Consumers are offered
  chances to win cash and/or prizes either through
  chance selection or games of skill.
• For example, Marriott Hotels teamed with Hertz
  Rent-A-Car in a scratch-card sweepstakes that
  offered over 90 million in prizes.

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Consumer promotions, cont.
Premiums. A premium is a reward or a gift that
comes from purchasing a product. For example,
P G offered a free package of Diaperene baby
washcloths with the purchase of any size
Pampers. Coupons. Consumers are offered
cents-off or added value incentives for
purchasing specific products. For example,
Lenscrafters offered newspaper coupons for 20
off the purchase of contact lenses from its
stores.
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What can be influenced?

• Purchase probability
• try new product, position to purchase, brand
  switch, brand loyalty.
• Purchase Quantity
• Purchase Timing
• Purchase Location

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Promotion effects on consumer behavior
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Social Marketing

• Usually focus on behavior.
• Increase probability of desired behaviors (use
  car pools, save natural resources etc.)
• Decrease probability of undesired behaviors
  (unsafe driving, illegal drugs etc.)