Transcript Chapter 10 Influencing Consumer Behaviors Approaches to

Chapter 10
Influencing Consumer Behaviors
Approaches to Influencing Overt
Consumer Behavior
Info about
consumers’
affect and
cognitions
Marketing
mix stimuli
placed in the
environment
Influence
consumers’
affect and
cognitions
Consumer research data
Sales, market share data
Influent
overt
consumer
behaviors
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
Measure
strategic
effects
Desired
influence
occur?
Yes
Evaluate for
performance
improvement
A comparison of views on marketing
Marketing
issues
Behavior
Approaches
Cognitive
Approaches
Role of
marketing
Modify consumer behavior to
achieve organizational objectives
Role of marketing
Investigate strategies for predicting Investigate strategies for
& controlling consumer behavior influencing consumer affect
and cognition
& consumer
research
Satisfy needs of
consumers at profit
Two Types of Promotion
• Overall, “sales promotion” refers to any
marketing strategy directed at changing
behavior.
• Consumer Promotion - “Pull” strategy
• Trade Promotion - “Push” strategy
Pepsi offers a $5 rebate on the Home
Alone video -- A type of consumer
promotion
Rebates are often effective at changing
purchase probabilities, even for big-ticket items
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 product’s
regular price.
For example, $1 off of Pepperidge Farm Raisin Bread.
Bonus packs. Bonus packs consist of additional amounts of the
product provided in the package or container.
For example, 33% more free on Head and Shoulders.
Consumer promotions, cont.
Rebates and refunds. Consumers, either at purchase or by mail,
are given cash refunds for purchasing products.
For example, A 2000$ 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-ACar in a scratch-card sweepstakes that offered over $90 million
in prizes.
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.
What can be influenced?
• Purchase probability
– try new product, position to purchase, brand
switch, brand loyalty.
• Purchase Quantity
• Purchase Timing
• Purchase Location
Promotion effects on consumer behavior
Premiums
Sweepstakes
16
Bought - later
9
17
21
Rebates
Coupons
47
17
Bought - sooner
46
70
23
17
Bought - more
48
59
41
26
Bought - dif. Brand
51
73
46
24
Bought - never tried
36
70
20
Bought - didn't need
12
17
22
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.)