Influencing Consumer Behaviors Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 10

10-3 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 Consumer Behavior Influence Strategies

10-4 Consumer Behavior Influence Strategies cont.

10-5 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 Consumer Behavior Influence Strategies cont.

10-6 –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 Consumer Behavior Influence Strategies cont.

10-7 –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 Consumer Behavior Influence Strategies cont.

10-8 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

10-9 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

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

10-11 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

10-12 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

10-13 Sales Promotion cont. Purchase timing Purchase location Effectiveness of sales promotion

10-14 Sales Promotion cont.

10-15 Social Marketing Social marketing –End goal is to benefit the target audience or the broader society –Increasing desired behaviors –Decreasing undesired behaviors

10-16 A Strategic Model for Influencing Consumer Behaviors Steps in developing consumer behavior influence strategies

10-17 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

10-18 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

10-19 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

10-20 A Strategic Model for Influencing Consumer Behaviors cont. Faulty measurement Unanticipated competitive reactions or consumer changes Combination Evaluate for performance improvement Marketing implications

10-21 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