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McGraw-Hill/Irwin

Copyright 2008 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 10

Influencing Consumer Behaviors

McGraw-Hill/Irwin

Copyright 2008 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

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Approaches to Influencing Overt Consumer Behaviors

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Consumer Behavior Influence Strategies cont.


Influencing overt consumer behavior critical Strategies influencing it:
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

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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

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Strategies Designed to Influence Overt Consumer Behaviors

Sales Promotion
An action focused marketing event whose purpose is to have a direct impact on the behavior of a firms customers
Trade promotion
Used to push products through the channel to consumers

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Sales Promotion cont.


Consumer promotion
Persuade consumers to purchase products and visit retail outlets Influence the probability of purchase or other desired behaviors without necessarily changing prepurchase consumer attitudes about a brand

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Sales Promotion cont.


Types of consumer promotions
Sampling Price deals Bonus packs Rebates and refunds Sweepstakes and contests Premiums Coupons

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Sales Promotion cont.


Four aspects of behavior that promotions are designed to affect
Purchase probability Purchase quantity Purchase timing Purchase location

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Purchase Probability
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 Position a brand or company in the minds of consumers Obtain a brand switch Develop brand loyalty

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Purchase Quantity
Design of consumer promotion influences purchase of a brand Design is used to influence the number or size of units purchased

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Promotion Effects on Consumer Behavior

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Social Marketing
End goal is to benefit the target audience or the broader society Concerned with influencing and changing consumers overt behavior
Increasing desired behaviors Decreasing undesired behaviors

Also used to influence affect and cognitions as an intermediate step

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A Strategic Model for Influencing Consumer Behaviors


Marketing managers develop strategies to accomplish particular objectives
focus on influencing consumers affect, cognitions, and behaviors involve both long-term and short-term strategies

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Steps in Developing Consumer Behavior Influence Strategies

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Measure Current Levels of Consumer Affect, Cognition, and Behavior


Methods used to measure overt behaviors
Information contact Store contact Product contact Transaction Funds access Consumption and disposition Communication

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Measure Current Levels of Consumer Affect, Cognition, and Behavior cont.


Scanner cable method Two reasons to start strategy development
provide baseline data for determining the effectiveness of the influence strategy help to identify opportunities and threats in the market

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Examples of Methods - Measure Overt Consumer Behavior

Measure Strategic Effects


Why influence strategies fail
Faulty objectives Faulty strategy Faulty implementation Faulty measurement Unanticipated competitive reactions or consumer changes Combination

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A Strategic Model for Influencing Consumer Behaviors- Marketing implications


Need to influence consumers overt behavior to achieve organizational objectives Useful to follow a sequential process for developing successful strategies that allows success or failure to be measure

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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
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