A Framework for Consumer Analysis

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Presentation transcript:

A Framework for Consumer Analysis Chapter 2 A Framework for Consumer Analysis

Three Elements for Consumer Analysis

Three Elements for Consumer Analysis cont. Consumer affect and cognition Affect Refers to feelings about stimuli and events Responses can be favorable or unfavorable Responses can vary in intensity Cognition Refers to thinking Mental structures and processes involved in thinking, understanding, and interpreting stimuli and events Aspects of cognition are both conscious and automatic

Three Elements for Consumer Analysis cont. Relationships among affect and cognition, behavior, and the environment Each of the three elements can be either a cause or an affect on a change in one or more of the other elements Reciprocal system

Three Elements for Consumer Analysis cont. Five implications to viewing consumer processes Any comprehensive analysis must consider all three elements and the relationships among them Any of the three elements may be the starting point for consumer analysis View is dynamic and recognizes that consumers can continuously change Consumer analysis can be applied at several levels This framework highlights the importance of consumer research and analysis in developing marketing strategies

Three Elements for Consumer Analysis cont.

Three Elements for Consumer Analysis cont. Consumer research and analysis should not end when a strategy has been implemented Marketing strategy should involve a continuous process

Marketing Strategy A set of stimuli placed in a consumers’ environment designed to influence their affect, cognition, and behavior Wheel of Consumer Analysis

Marketing Strategy

Marketing Strategy cont. Framework is constantly rotating with changes in consumer and marketing strategy Why marketing strategy is treated as the hub of the wheel Marketing strategies should be designed to both influence consumers and be influenced by them

Levels of Consumer Analysis Wheel of Consumer Analysis can aid in understanding different levels Societies Industries Market segments Individual consumers

Summary Overall framework for the analysis of consumer behavior was provided Described a general approach to developing marketing strategies intended to influence consumers’ affect and cognition, behavior, and environments Belief that framework can aid in understanding the many complexities of consumer behavior