InfluencingInfluencing

Consumer Consumer

BehaviorsBehaviors

Dwi Khoirun Ni’Mah

Uki Yonda Asepta

Rian Piarna

Approaches to Influencing Overt Approaches to Influencing Overt Consumer BehaviorConsumer 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 promotionsTypes of consumer promotionsSampling. Consumers are offered regular or trial sizes of the product either for free or at a nominal price.

For example, Hershey Foods handed out 750.000 candy bars on 170 collage campuses

Types of consumer promotionsTypes of consumer promotionsPrice deals.. Consumers are given discounts from the product’s regular price.

For example, Coke and Pepsi frequntly available at discounted prices.

Types of consumer promotionsTypes of consumer promotionsBonus 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.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.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.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.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

22

70

73

59

70

21

17

36

51

48

46

17

12

24

26

17

17

9

20

46

41

23

47

16

Bought - didn't need

Bought - never tried

Bought - dif. Brand

Bought - more

Bought - sooner

Bought - later

Premiums

Sweepstakes

Rebates

Coupons

Promotion effects on consumer behaviorPromotion 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 Steps in Developing Consumer Behavior Influences StrategiesInfluences 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