Influencing Consumer Consumer Behaviors Behaviors Dwi Khoirun Ni’Mah Uki Yonda Asepta Rian Piarna

Approaches to Influencing Overt Consumer 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

Two Types of Promotion Overall, “sales promotion” refers to any marketing strategy directed at changing behavior. Trade Promotion - “Push” strategy (Advertising) Consumer Promotion - “Pull” strategy (Coupons, Free Samples)

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. For example, Hershey Foods handed out candy bars on 170 collage campuses

Types of consumer promotions. Price deals. Consumers are given discounts from the product’s regular price. For example, Coke and Pepsi frequntly available at discounted prices.

Types of consumer promotions. Bonus packs. Bonus packs consist of additional amounts of the product provided in the package or container. For example, Gillatte occasionally adds a few extra blades without increasing price

Consumer promotions, cont.. Rebates and refunds. Consumers, either at purchase or by mail, are given cash refunds for purchasing products. For example, Consumer are often offered rebates for purchasing Chrysler or Ford automobiles

Consumer promotions, cont. Sweepstakes and contests. Consumers are offered chances to win cash and/or prizes either through chance selection or games of skill. For example, Marriot Hotles teamed up with Hertz Rent A Car in a scratch card sweepstakes that offered more than $ 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.

Consumer promotions, cont. 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 >> Quaker Oats Purchase Timing >> Pizza Hut Purchase Location >> Wal-Mart

Promotion 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.)

Steps in Developing Consumer Behavior Influences 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