Influencing Consumer Behaviors

1. Influencing Consumer Behaviors

2. 10-2

3. 10-3 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 Affective Cognitive Behavioral Combined Consumer Behavior Influence Strategies cont.

4. 10-4 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 To push products through the channel Consumer promotion 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

5. 10-5 Sales Promotion cont. Types of consumer promotions Sampling Price deals Bonus packs Rebates and refunds Sweepstakes and contests Premiums Coupons

6. 10-6 Sales Promotion cont. Goals of Sales Promotions Purchase probability Get consumer to try a new product Position a brand or company in the minds of consumers Obtain a brand switch Develop brand loyalty Purchase quantity Purchase timing Purchase location

7. 10-7 Sales Promotion cont. Effectiveness of sales promotion Coupons particularly effective Results are different for different products Results are different for different consumers Results are different for different promotions

8. 10-8 Social Marketing Social marketing End goal is to benefit the target audience or the broader society Increasing desired behaviors Decreasing undesired behaviors

9. 10-9 A Strategic Model for Influencing Consumer Behaviors Steps in developing consumer behavior influence strategies

10. 10-10 A Strategic Model for Influencing Consumer Behaviors Measure current levels of consumer affect, cognition, and behavior Baseline Opportunities and threats Scanner panel data

11. 10-11 A Strategic Model for Influencing Consumer Behaviors Analyze consumers and markets Current and potential markets Existing products Attract customers from competition Increase purchases by current customers Expand markets geographically New Products Positive affect and cognition to create favorable behavioral responses

12. 10-12 A Strategic Model for Influencing Consumer Behaviors Select and implement influence strategy Short-term and long-term objectives Any or all of marketing mix elements Price changes Promotion changes Product changes Distribution changes

13. 10-13 A Strategic Model for Influencing Consumer Behaviors Measure strategic effects Did desired influence occur? Faulty objectives Faulty strategy Faulty implementation Faulty measurement Unanticipated competitive reactions or consumer changes Combination

14. 10-14 A Strategic Model for Influencing Consumer Behaviors cont. Evaluate for performance improvement Always room for improvement Dynamic process

15. 10-15 Summary Approaches to consumer behavior influence strategies Strategies designed to influence overt consumer behaviors Sales promotion and social marketing as areas that focus on overt consumer behaviors A strategic model for influencing consumer behaviors