Influencing Consumer Behaviors

Consumer Behavior Influence Strategies

Strategies Designed to Influence Overt Consumer Behaviors

Sales Promotion

sales promotion as “an action focused marketingevent whose purpose is to have a direct impact on thebehavior of a firm’s customers

Two points are noteworthy in this definition:

1. the firm’s customers may be channel members

– Trade Promotion

– Consumer Promotion

2. consumer promotions are designed to influencethe probability of purchase

1. Sampling

2. Price deals

3. Bonus packs.

4. Rebates and refunds.

5. Sweepstakes and contests.

6. Premiums.

7. Coupons .

THERE ARE MANY TYPES OF CONSUMER

PROMOTIONS

Sales Promotion

Purchase Probability

Purchase Quantity

Purchase Timing

Purchase Location

Effectiveness of Sales Promotions

Social Marketing

Social marketing is “the application of commercialmarketing technologies to the analysis, planning,execution, and evaluation of programs designed toinfluence thevoluntary behavior of target audiences inorder to improve their personal welfare and that oftheir society.”

Social Marketing

A Strategic Model for Influencing ConsumerBehaviors

Measure Current Levels of Consumer Affect, Cognition, and Behavior