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.
Marketing
Strategy
Consumer
Environment
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.
The Elements of the Wheel of
Consumer Analysis
Consumer Affect & Cognition
Consumer Behavior
Consumer Environment
An Sample Consumption Situation
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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.
The Wheel of Consumer Analysis
Consumer Affect & Cognition
Affect
A consumer’s feelings about stimuli
and events.
Consumer Affect & Cognition
Affect
A consumer’s feelings about stimuli
and events.
• 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.
Consumer Affect & Cognition
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.
• 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.
The Wheel of Consumer Analysis
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.
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.
The Wheel of Consumer Analysis
Consumer
Environment
Consumer Environment
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.
• 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.
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.
The Wheel of Consumer Analysis
Consumer
Environment
The Wheel of Consumer Analysis
Reciprocal
System
Consumer
Environment
Any of the
elements could
be either a cause
or an effect of a
change at any
particular time.
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
Environment
•
•
•
•
Society
Industry
Market segment
Individual
The Wheel of Consumer Analysis
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.
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.
The Wheel of Consumer Analysis
Marketing
Strategy
Consumer
Environment