40473280 Consumer Behaviour and Marketing Strategy Peter Olson Chapter 010 2

Chapter 10

Influencing Consumer  Behaviors

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

 Approaches to Influencing Overt Consumer Behaviors

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

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

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 firm’s customers  – Trade promotion • Used to push products through the channel to consumers

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

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

Sales Promotion cont. • Four aspects of behavior that promotions are designed to affect  – Purchase probability  – Purchase quantity  – Purchase timing  – Purchase location

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

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

Promotion Effects on Consumer  Behavior 

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

 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

Steps in Developing Consumer  Behavior Influence Strategies

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

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

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

 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

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