Chapter 2: A Framework for Consumer Behavior – The Wheel of Consumer Analysis

The Wheel of Consumer Analysis The Wheel of Consumer Analysis is a framework that helps us understand consumer behavior. It helps by allowing us to structure consumer behavior phenomena. We can understand consumer behavior at various levels – that of individual consumers, market segments, industries and the society at large. Consumer Environment Consumer Behavior Affect & Cognition Marketing Strategy

The Elements of the Wheel of Consumer Analysis Consumer Affect & Cognition Consumer Behavior Consumer Environment

An Sample Consumption Situation We are about to view a set of slides portraying a consumption story. Carefully read the slides, we will be referring back to this story as we progress in the lecture. This is about a consumer who goes through a process of buying a gun.

Affect & Cognition The Wheel of Consumer Analysis

Affect A consumer’s feelings about stimuli and events. Consumer Affect & Cognition

Affect A consumer’s feelings about stimuli and events. Consumer Affect & Cognition Barbara is concerned about her safety and that of her children. Barbara’s worry about her children accidentally having access to the gun. She is surprised how easy it is to shoot and hit a silhouette target at 25 feet.

Cognition: Definition The mental structures and processes involved in thinking, understanding, and interpreting stimuli and events. Consumer Affect & Cognition

Cognition: Definition The mental structures and processes involved in thinking, understanding, and interpreting stimuli and events. Consumer Affect & Cognition Barbara decides to take the kids and fly home to see her family the following weekend. She thinks the gun looks and feels good and would be right for her needs.

Consumer Behavior The Wheel of Consumer Analysis

Definition The physical actions of consumers that can be directly observed and measured by others. …so she purchases a Model 686 when she returns to Chicago. Barbara loads the gun and tries it out at the range. Consumer Behavior

Definition The physical actions of consumers that can be directly observed and measured by others. By influencing behavior, sales can be made and profits can be earned. Consumer Behavior

Consumer Environment The Wheel of Consumer Analysis

Definition Everything external to consumers that influences what they think, feel, and do. Consumer Environment

Definition Everything external to consumers that influences what they think, feel, and do. Consumer Environment Recently, a number of robberies and burglaries have occurred close to her neighborhood. One of her friends was attacked… Barbara's uncle owns a gun store and shooting club in her hometown near Minneapolis.

Definition Everything external to consumers that influences what they think, feel, and do. The consumer environment is the medium in which stimuli are placed to influence consumers. Consumer Environment

Consumer Behavior Affect & Cognition The Wheel of Consumer Analysis

Consumer Environment Consumer Behavior Affect & Cognition Reciprocal System Any of the elements could be either a cause or an effect of a change at any particular time. The Wheel of Consumer Analysis

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

Dynamic The elements of the wheel change continuously. The Wheel of Consumer Analysis Consumer Environment Consumer Behavior Affect & Cognition

Consumer Environment Consumer Behavior Affect & Cognition Multi-level These elements can be analyzed at several different levels The Wheel of Consumer Analysis Society Industry Market segment Individual

Marketing Strategy The Wheel of Consumer Analysis

Marketing Strategies: Definition A set of stimuli placed in consumers’ environments designed to influence their affect, cognition, and behavior. The Wheel of Consumer Analysis

Marketing Strategy Definition A set of stimuli placed in consumers’ environments designed to influence their affect, cognition, and behavior. Marketing strategies should be designed not only to influence consumers but also to be influenced by them.

Consumer Environment Consumer Behavior Affect & Cognition Marketing Strategy The Wheel of Consumer Analysis