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

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Chapter 2 A Framework for Consumer Behavior
The Wheel of Consumer Analysis
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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.

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

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The Wheel of Consumer Analysis
Affect Cognition
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Consumer Affect Cognition
Affect
A consumers feelings about stimuli and events.
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Consumer Affect Cognition
Affect
A consumers feelings about stimuli and events.

• Barbara is concerned about her safety and that of
  her children.
• Barbaras 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.

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

• 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.

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The Wheel of Consumer Analysis
Consumer Behavior
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Consumer Behavior
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.

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

• 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.

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Consumer Environment
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.
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The Wheel of Consumer Analysis
Affect Cognition
Consumer Behavior
Consumer Environment
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The Wheel of Consumer Analysis
Reciprocal System Any of the elements could be
either a cause or an effect of a change at any
particular time.
Affect Cognition
Consumer Behavior
Consumer Environment
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The Wheel of Consumer Analysis
Starting Point Any of the elements could be the
starting point for consumer analysis.
Affect Cognition
Consumer Behavior
Consumer Environment
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The Wheel of Consumer Analysis
Dynamic The elements of the wheel change
continuously.
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The Wheel of Consumer Analysis
Multi-level These elements can be analyzed at
several different levels
Affect Cognition
Consumer Behavior

• Society
• Industry
• Market segment
• Individual

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