chapter 10 influencing consumer behaviors. approaches to influencing overt consumer behavior...
TRANSCRIPT
Chapter 10Chapter 10Influencing Consumer BehaviorsInfluencing Consumer Behaviors
Approaches to Influencing Overt Approaches to Influencing Overt Consumer BehaviorConsumer Behavior
Marketing mix stimuli
placed in the environment
Influence consumers’ affect and cognitions
Influent overt
consumer behaviors
Consumer research data Sales, market share data
Info about consumers’ affect and cognitions
Steps in Developing Consumer Behavior Steps in Developing Consumer Behavior Influences StrategiesInfluences Strategies
Measure current levels of consumer affect and cognition
Evaluate for performance improvement
Analyze consumers and markets
Select and implement influence strategy
Desired influence occur?
Measure strategic effects
Yes
No
Marketing issues
Behavior Approaches
Cognitive Approaches
Role of marketing
Role of marketing
& consumer research
Modify consumer behavior to achieve organizational objectives
Investigate strategies for predicting & controlling consumer behavior
Satisfy needs of consumers at profit
Investigate strategies for influencing consumer affect and cognition
A comparison of views on marketing
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 promotionsTypes 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, $1 off of Pepperidge Farm Raisin Bread.
Bonus packs.. Bonus packs consist of additional amounts of the product provided in the package or container.
For example, 33% more free on Head and Shoulders.
Consumer promotions, cont.Consumer promotions, cont.
Rebates and refunds.. Consumers, either at purchase or by mail, are given cash refunds for purchasing products.
For example, A 2000$ 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.
Consumer promotions, cont.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
22
70
73
59
70
21
17
36
51
48
46
17
12
24
26
17
17
9
20
46
41
23
47
16
Bought - didn't need
Bought - never tried
Bought - dif. Brand
Bought - more
Bought - sooner
Bought - later
Premiums
Sweepstakes
Rebates
Coupons
Promotion effects on consumer behaviorPromotion effects on consumer behavior
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.)