influencing consumer consumer behaviors behaviors dwi khoirun ni’mah uki yonda asepta rian piarna
TRANSCRIPT
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
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70
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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