1. Influencing Consumer Behaviors
Chapter 10
Influencing Consumer Behaviors

2. Approaches to Influencing Overt Consumer Behavior
Info about consumers’ affect and cognitions
Marketing mix stimuli placed in the environment
Influence consumers’ affect and cognitions
Influent overt consumer behaviors
Consumer research data Sales, market share data

3. Steps in Developing Consumer Behavior Influences StrategiesNo
Measure current levels of consumer affect and cognition
Analyze consumers and markets
Select and implement influence strategy
Measure strategic effects
Desired influence occur?
Yes
Evaluate for performance improvement

4. A comparison of views on marketing
Marketing issues
Behavior Approaches
Cognitive Approaches
Role of marketing
Modify consumer behavior to achieve organizational objectives
Satisfy needs of consumers at profit
Investigate strategies for influencing consumer affect and cognition
Role of marketing
& consumer research
Investigate strategies for predicting & controlling consumer behavior

5. Two Types of Promotion
Overall, “sales promotion” refers to any marketing strategy directed at changing behavior.
Consumer Promotion - “Pull” strategy
Trade Promotion - “Push” strategy

6. Pepsi offers a $5 rebate on the Home Alone video -- A type of consumer promotion

7. Rebates are often effective at changing purchase probabilities, even for big-ticket items

8. Types 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.

9. 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.

10. 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.

11. What can be influenced? Purchase probability Purchase Quantity
try new product, position to purchase, brand switch, brand loyalty.
Purchase Quantity
Purchase Timing
Purchase Location

12. Promotion effects on consumer behavior

13. 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.)