Good EveningWelcome

To Presentation

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Presented By

Group-4

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Presented to

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Honorable,

Shib Shankar Roy sir

Associate ProfessorDepartment of

Marketing University of Rajshahi

Consumer Environment

Co

nsu

mer

Beh

avior

Affect

&

Cognition

Marketing Strategy

Topics

– The Wheel of Consumer Analysisis a flexible tool that can aid in understanding consumers and developing markrting strategies at many levels.

Components of the wheel of consumer analysis

Consumer behavior situation can be analyzed in terms of four elements. these four factors into a model called the wheel of consumer analysis.

Consumer Environment

Co

nsu

mer

Beh

avior

Affect

& C

ognition

Marketing Strategy

1. Affect: It refers to one’s feelings about stimuli and events : What we are feeling?

I like McDonald’s French fries or I dislike beef burger. Affective responses vary in evaluation, positive and negative,

Cognition: It refers to one’s thinking : What we are thinking? knowledge structure involves in people’s responses to environment. it includes knowledge that people have acquired from their experience and have stored their memories

Components of the wheel of consumer analysis

2. Behavior: It refers to the physical actions of consumers that can be directly observed and

measured by others : What we are doing? watching a television, visiting a store or buying products.

3. Environment: It refers to everything external to consumers that influences what they

think, feel and do. It includes social stimuli such as the actions of others in cultures and sub-cultures, social classes, reference groups, and families that influence consumers’ affect and cognition and their behavior.

It also includes other physical stimuli, such as stores, products, advertisements, and signs that can change consumer’s thoughts, feelings, and actions.

Components of the wheel of consumer analysis

  4. Marketing strategies: It is a set of stimuli placed in consumer’s environments designed to influence their affect, cognition, and behavior. The stimuli includes a products, brands, packaging, coupons, credit cards, price tags, salespeople’s communication, sounds, smell and other sensory cues.

The huge number of products sold in such stores requires an equally large number of marketing strategies. All the marketing strategies regarding 4P’S are environmental issues that are meant into influence consumers’ affect and cognition and their behavior.

Components of 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

Co

nsu

mer

Beh

avior

Affect

&

Cognition

Marketing Strategy

Consumer Environment

Consum

er

Behavior

Affe

ct &

Cog

nitio

n

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

Consum

er

Behavior

Affe

ct &

Cog

nitio

n

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

Consum

er

Behavior

Affe

ct &

Cog

nitio

n

Consumer Environment

Consum

er

Behavior

Affe

ct &

Cog

nitio

n

Multi-level

These elements can be analyzed

at several different levels

The Wheel of Consumer Analysis

• Society• Industry• Market segment• Individual

Society

Changes in what a society believes and how its members behave can be analyzed with the Wheel of Consumer Analysis.

Multi-levelThese elements can be analyzed at several different levels

» Society » Industry » Market segment » Individual

Affect: beliefs about how to live longer & healthier Cognition: eating healthier food & exercising marketing strategies: development and promotion of health foods, exercise equipment etc. Behavior: regular checkup Environment: develop private medical or pathology.

Multi-levelThese elements can be analyzed at several different levels

» Society » Industry » Market segment » Individual

Industries

The Wheel of Consumer Analysis can be used to analyze the relationships of a company and its competitors with consumers in specific industries.Industries: Affect: health consciousness Cognition: distribute

product manuals Behavior: produce fatless food Environment: invest in research & development.

» Market segmentThe Wheel of Consumer Analysis can be used to analyze groups of consumers who have some similarity in cognition, affect, behavior, and environment. Successful firms in an industry usually divide the total market into segments and try to appeal most strongly to one or more of them.

Multi-levelThese elements can be analyzed at several different levels

» Society » Industry » Market segment » Individual

Market segments: Affect: Specific shoes designed to play each sports effectively like ‘Reebok’ vary in design, price, features and create different appeals to different segments Cognition: target young player Behavior: high/moderate priced product Environment: develop sports society

Multi-levelThese elements can be analyzed at several different levels

» Society » Industry » Market segment » Individual

» Individual ConsumersThe 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.

Individual consumers: Affect: feel about the brand Cognition: think about the brand Behavior: response about the brand Environment: communication about the brand.

Topic

Consumer Decision Making Process

Consumer decision-making involves the two cognitive processes interpretation and integration, both of which are influenced by product knowledge, meaning, and beliefs.

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Thanks