Consumer Behavior Jeremy Kees, Ph.D.. Model of Consumer Behavior.
Chapter 17 Consumer Behavior and Promotion Strategy.
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Transcript of Chapter 17 Consumer Behavior and Promotion Strategy.
![Page 1: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/1.jpg)
Chapter 17
Consumer Behavior and Promotion Strategy
![Page 2: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/2.jpg)
Goal of Promotion
• To communicate product related information to the target market with a view to persuading them.
• To maintain a differential advantage for the product over its competitors.
![Page 3: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/3.jpg)
Types of Promotions• Advertising
– Paid, non-personal (more reach, less customizable, less persuasive)
• Sales Promotions– Paid, non-personal (more reach, effective in modifying behavior,
little information value)
• Personal Selling– Paid, personal (less reach, more customizable, persuasiveness
varies)
• Publicity– Non-paid, mass (great reach, not controllable, very persuasive)
![Page 4: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/4.jpg)
Goals of Communication ~ or ~ Promotion Strategy
• Create need
• Increase brand awareness
• Increase brand attitude
• Influence intention to purchase
• Influence purchase-related behaviors
![Page 5: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/5.jpg)
A general model of the A general model of the communication processcommunication process
Feedback
Source MessageTrans-mission via media
Receiver Action
![Page 6: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/6.jpg)
A general model of the communication processA general model of the communication process - - Relevant agents and StimuliRelevant agents and Stimuli
Feedback
Source MessageTrans-mission via media
Receiver Action
•Manufacturer
•Ad agency
•Salesperson
•Promotion manager
•Advertise-ment
•Publicity
•Personal selling
•TV, magazines
•Direct mail
•In-home
•Newspaper articles
•Consumer •Consumer
![Page 7: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/7.jpg)
A general model of the communication process - A general model of the communication process - Key actions for PromotionsKey actions for Promotions
Feedback
Source MessageTrans-mission via media
Receiver Action
Manage promotion strategy
Create promotion communi-
cation
Transmit promotion communi-
cation
Interpret promotion communi-
cation
Take action
![Page 8: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/8.jpg)
A general model of the communication processA general model of the communication process - - Relevant agents and StimuliRelevant agents and Stimuli
Feedback
Source MessageTrans-mission via media
Receiver Action
•Analyze consumer/ product relationship
•Implement promotion strategy
•Evaluate promotion strategy
•Design promotion to commun-icate meanings about product attributes
•Select medium or method to expose message to appropriate audience
•Exposure to message
•Attend to message
•Compre-hend promotion
•Form beliefs
•Purchase product
•Store contact
•Word-of-mouth communi-cation
![Page 9: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/9.jpg)
Central Route to PersuasionCentral Route to PersuasionExposure to persuasive communication
Higher involvement with product or message
Attention:
Focus on “central” product-related info.
Comprehension:
Deeper thoughts about product
More elaboration
Persuasion
Product beliefs
Brand attitude
Purchase intent
![Page 10: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/10.jpg)
Peripheral Route to Peripheral Route to PersuasionPersuasionExposure to
persuasive communication
Lower involvement with product or message
Attention:
Focus on “peripheral” product-related info.
Comprehension:
Shallow thoughts about product
Elaboration on non-product elements of message
Persuasion
Non-product beliefs
Ad attitude
Brand attitude
Purchase intent
![Page 11: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/11.jpg)
Grid for Analyzing Consumer / Product Relationships
Think Products Feel Products
Higher
Lower
•Insecticide
•IRA account
•35mm camera
•Car battery
•Refrigerator
•Wallpaper
•Car
•Perfume
•Greeting card•Rum
•Ice cream bar
![Page 12: Chapter 17 Consumer Behavior and Promotion Strategy.](https://reader036.fdocuments.in/reader036/viewer/2022082710/56649e565503460f94b4d820/html5/thumbnails/12.jpg)
Analysis of Consumer Vulnerability
Like Neutral Dislike
Buy regularly
Buy occasionally
Never buy
Loyal to our brand
Regular customers - vulnerable to competitors
Occasional customers who are vulnerable to competitors’ promotions
Customers of other brands- are vulnerable to promotion
Forget it!!
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Aspects of creative strategy
Elements of advertising strategy
Relevant levels of a means-end chain
Executional framework
• How the ad communicates the advertising strategy
• All details of the finished ad, including models, setting, props, script and the style and theme of the ad
Driving force: The value orientation of the ad. The end goal implied in the ad, but seldom stated explicitly
Leverage point: The hook that connects the tangible attributes to the intangible values of the driving force
Consumer benefits: The key benefit consequences communicated in the ad
Message elements: The product or brand attributes communi-cated in the ad
Terminal or instrumental
value
Psychosocial consequences
Functional consequences
Concrete or abstract
attributes
The MECCAS model