Influencing

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Chapter 10 Influencing Consumer Behaviors
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Direct Influence on Behavior

• Sales Promotions - Action-focused marketing
  events whose purpose is to have a direct impact
  on the behavior of a firms customers
• Trade Promotions - Marketing tactics, such as
  advertising or display allowances, designed to
  get channel members to provide special support
  for products or services
• Consumer Promotions - Marketing tactics, such as
  coupons and free samples, designed to have a
  direct impact on consumer purchase behavior

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Types of Consumer Promotions

• Samples. Consumers are offered regular or trial
  sizes of the product either for free or at a
  nominal price.
• Hershey Foods has handed out 750,000 candy bars
  on 170 college campuses.
• Price deals. Consumers are given discounts from
  the products regular price.
• Coke and Pepsi are frequently available at
  discounted prices.
• Bonus packs. Bonus packs consist of additional
  amounts of the product provided in the package or
  container.
• Gillette Atra occasionally adds a few extra
  blades to its blade packs without increasing the
  price.

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Consumer Promotions, cont.

• Rebates and refunds. Consumers, either at
  purchase or by mail, are given cash refunds for
  purchasing products.
• Consumers are often offered rebates on certain
  car makes or models.
• Sweepstakes and contests. Consumers are offered
  chances to win cash and/or prizes either through
  chance selection or games of skill.
• Marriott Hotels teamed with Hertz Rent-A-Car in
  a scratch-card sweepstakes that offered over 90
  million in prizes.

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Consumer Promotions, cont.

• Premiums. A premium is a reward or a gift that
  comes from purchasing a product.
• Procter Gamble 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.
• Lenscrafters offered newspaper coupons for 20
  off the purchase of contact lenses from its
  stores.

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Promotions Affect Four Aspects of Behavior

• 1. Purchase Probability
• Trial
• Positioning
• Social causes
• Brand switching
• Brand loyalty
• 2. Purchase Quantity
• 3. Purchase Timing
• 4. Purchase Location

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Reasons for Influence Strategy Failures
1. Faulty objectives 2. Faulty strategy 3. Faulty
implementation 4. Faulty measurement 5. Unanticipa
ted competitive reactions or consumer
changes 6. Combination
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Total Product Concept