Download Influencing Consumer Behaviors

Chapter 10
Influencing Consumer
Behaviors
McGraw-Hill/Irwin
Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved.
Consumer Behavior Influence
Strategies
• Approaches to influencing overt consumer
behavior
– Obtain information about consumers’ affect,
cognition, and behaviors
– Place marketing mix stimuli in the environment
– Influence consumers’ affect and cognitions
– Influence overt consumer behaviors
– Consumer research data, sales, and market
share data
10-3
Consumer Behavior Influence
Strategies cont.
10-4
Consumer Behavior Influence
Strategies cont.
• Influencing overt consumer behavior is most
critical
• Marketers want to maintain or increase a
particular level of overt consumer behavior
• Four strategies designed to influence overt
consumer behavior
10-5
Consumer Behavior Influence
Strategies cont.
– Affective
• Marketing mix elements are designed to influence
consumers’ affective responses in order to influence
overt consumer behaviors
– Cognitive
• Marketing mix elements are designed to influence
consumers’ cognitions in order to influence consumer
behaviors
10-6
Consumer Behavior Influence
Strategies cont.
– Behavioral
• Marketing mix elements are designed to influence
consumers’ overt behaviors somewhat directly
– Combined
• Marketing mix elements are designed to influence
some combination of consumers’ affect, cognitions,
and behaviors in order to influence other consumer
behaviors
10-7
Sales Promotion
• An action focused marketing event whose
purpose is to have a direct impact on the
behavior of a firm’s customers
• Trade promotion
– Used to push products through the channel to
consumers
10-8
Sales Promotion cont.
• Consumer promotion
– Used to persuade consumers to purchase
products and visit retail outlets
– Designed to influence the probability of
purchase or other desired behaviors without
necessarily changing prepurchase consumer
attitudes about a brand
10-9
Sales Promotion cont.
– Types of consumer promotions
•
•
•
•
•
•
•
Sampling
Price deals
Bonus packs
Rebates and refunds
Sweepstakes and contests
Premiums
Coupons
10-10
Sales Promotion cont.
• Purchase probability
– Most consumer promotions are designed to
increase the probability that consumers will
purchase a particular brand or combination of
products
– Subgoals of consumer promotions
• Get consumer to try a new product
10-11
Sales Promotion cont.
• Position a brand or company in the minds of
consumers
• Obtain a brand switch
• Develop brand loyalty
• Purchase quantity
– Design of consumer promotion influences
purchase of a brand
– Design is used to influence the number or size
of units purchased
10-12
Sales Promotion cont.
• Purchase timing
• Purchase location
• Effectiveness of sales promotion
10-13
Sales Promotion cont.
10-14
Social Marketing
• Social marketing
– End goal is to benefit the target audience or the
broader society
– Increasing desired behaviors
– Decreasing undesired behaviors
10-15
A Strategic Model for Influencing
Consumer Behaviors
• Steps in developing consumer behavior influence
strategies
10-16
A Strategic Model for Influencing
Consumer Behaviors cont.
• Measure current levels of consumer affect,
cognition, and behavior
– Methods used to measure overt behaviors
•
•
•
•
Information contact
Store contact
Product contact
Transaction
10-17
A Strategic Model for Influencing
Consumer Behaviors cont.
• Funds access
• Consumption and disposition
• Communication
– Scanner cable method
– Two reasons to start strategy development
• Baseline data
• Measures help to identify opportunities and threats in
the market
10-18
A Strategic Model for Influencing
Consumer Behaviors cont.
• Analyze consumers and markets
• Select and implement influence strategy
• Measure strategic effects
– Why influence strategies fail
• Faulty objectives
• Faulty strategy
• Faulty implementation
10-19
A Strategic Model for Influencing
Consumer Behaviors cont.
• Faulty measurement
• Unanticipated competitive reactions or consumer
changes
• Combination
• Evaluate for performance improvement
• Marketing implications
10-20
Summary
• Approaches to consumer behavior influence
strategies were discussed
• Strategies designed to influence overt
consumer behaviors were demonstrated
• Sales promotion and social marketing were
reviewed as areas that focus on overt
consumer behaviors
• A strategic model for influencing consumer
behaviors was presented
10-21