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    Chapter 2: A Framework For Consumer Behavior - The Wheel of Consumer Analysis

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    Flores Gerald
    The document presents the Wheel of Consumer Analysis framework for understanding consumer behavior. The wheel has four elements: consumer affect and cognition, behavior, and environment. It shows their reciprocal relationships over time. Marketing strategy should consider all elements and their interactions. Consumer analysis can examine these elements at societal, industry, segment, and individual levels to develop effective strategies. The dynamic and multi-level nature of the framework highlights the importance of ongoing consumer research.

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    Chapter 2: A Framework For Consumer Behavior - The Wheel of Consumer Analysis

    Uploaded by

    Flores Gerald
    209 views23 pages
    The document presents the Wheel of Consumer Analysis framework for understanding consumer behavior. The wheel has four elements: consumer affect and cognition, behavior, and environment. It shows their reciprocal relationships over time. Marketing strategy should consider all elements and their interactions. Consumer analysis can examine these elements at societal, industry, segment, and individual levels to develop effective strategies. The dynamic and multi-level nature of the framework highlights the importance of ongoing consumer research.

    Original Description:

    Consumer behaviour is the study of how consumers or customers act in the market

    Original Title

    Consumer Behaviour

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    The document presents the Wheel of Consumer Analysis framework for understanding consumer behavior. The wheel has four elements: consumer affect and cognition, behavior, and environment. It shows their reciprocal relationships over time. Marketing strategy should consider all elements and their interactions. Consumer analysis can examine these elements at societal, industry, segment, and individual levels to develop effective strategies. The dynamic and multi-level nature of the framework highlights the importance of ongoing consumer research.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    209 views23 pages

    Chapter 2: A Framework For Consumer Behavior - The Wheel of Consumer Analysis

    Uploaded by

    Flores Gerald
    The document presents the Wheel of Consumer Analysis framework for understanding consumer behavior. The wheel has four elements: consumer affect and cognition, behavior, and environment. It shows their reciprocal relationships over time. Marketing strategy should consider all elements and their interactions. Consumer analysis can examine these elements at societal, industry, segment, and individual levels to develop effective strategies. The dynamic and multi-level nature of the framework highlights the importance of ongoing consumer research.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 23

    Chapter 2: A Framework for

    Consumer Behavior
    – The Wheel of Consumer Analysis
    The Wheel of Consumer Analysis

    Marketing
    Strategy

    Consumer
    Environment
    The Elements of the Wheel of
    Consumer Analysis

    Consumer Affect & Cognition


    Consumer Behavior
    Consumer Environment
    Consumer Affect and Cognition

     Refer to types of mental responses


    consumers exhibit toward stimuli and
    events in their environment.

    Affect refers to their feelings about stimuli


    and events

    Cognition refers to their thinking, such as


    their beliefs about a particular product
    Affect
    Cognition
    Consumer Behavior

    Behavior refers to the physical actions on


    consumers that can be directly observed and
    measured by others

    Overt behaviors
    Consumer Environment

     Refers to everything external to consumers that


    influences what they think, feel, and do.
    Relationship among Affect and Cognition,
    Behavior, Environment
    Situation
    A change in the consumers
    Advertisement environment
    (the ad for the new
    detergent)
    Led to a change in cognition
    (the consumer believed that
    the new detergent was better)
    Which led to a change in
    behavior
    (the consumer bought the
    new brand)
    The Wheel of Consumer Analysis

    Reciprocal
    System
    Any of the
    elements could
    be either a cause
    or an effect of a
    Consumer change at any
    Environment
    particular time.
    FIRST

    Any comprehensive
    analysis of
    consumers must
    consider all three
    elements and the
    relationship among
    them
    The Wheel of Consumer Analysis

    Starting Point
    Any of the
    elements could be
    the starting point
    for consumer
    analysis.
    Consumer
    Environment
    The Wheel of Consumer Analysis

    Dynamic
    The elements of
    the wheel
    change
    continuously.
    Consumer
    Environment
    The Wheel of Consumer Analysis

    Multi-level
    These elements
    can be analyzed
    at several
    different levels

    Consumer • Society
    Environment • Industry
    • Market segment
    • Individual
    The Wheel of Consumer Analysis

    Finally

    This framework for


    analyzing consumers
    highlights the
    importance of consumer
    research and analysis in
    developing marketing
    strategy
    Four Levels at which consumer
    analysis can be conducted

    Societies
    Changes in what society believes and how its
    member behave can be analyzed with the Wheel
    of Consumer Analysis
    Industries

     The Wheel of Consumer Analysis can be


    used to analyze the relationship of a
    company and its competitors with
    consumers in specific industries
    Market Segments
    The Wheel of Consumer Analysis can
    be used to analyze groups of
    consumers who have some similarity
    in cognition, affect, behavior, and
    environment.
    Individual Consumers

     Finally, the Wheel of Consumer Analysis


    can be used to analyze the consumption
    history, a single purchase, or some
    aspect of a purchase for a specific
    consumer.
    The Wheel of Consumer Analysis

    Marketing
    Strategy
    The Wheel of Consumer Analysis

    Marketing
    Strategy

    Consumer
    Environment
    ACTIVITY
    Q AND A

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