Final

Welcome

To

Presentation

1

Presented By

Group-4

2

Presented to

3

Honorable,

Shib Shankar Roy sir

Associate Professor

Department of Marketing

University of Rajshahi

Consumer

Environment

Marketing

Strategy

Topics

– The Wheel of

Consumer Analysis

is 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 fourelements. these four factors into a model called the wheel ofconsumer analysis.

Consumer

Environment

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 toinfluence their affect, cognition, and behavior. Thestimuli includes a products, brands, packaging,coupons, credit cards, price tags, salespeople’scommunication, sounds, smell and other sensorycues.

The huge number of products sold in such storesrequires an equally large number of marketingstrategies. All the marketing strategies regarding4P’S are environmental issues that are meant intoinfluence consumers’ affect and cognition and theirbehavior.

Components of the wheel of consumer analysis

The Wheel of Consumer

AnalysisThe 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

Marketing

Strategy

Consumer

Environment

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

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

Environment

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-level

These elements can be analyzed at several different levels

» Society » Industry » Market segment » Individual

Affect: beliefs about how to live longer & healthier Cognition: eatinghealthier food & exercising marketing strategies: development andpromotion of health foods, exercise equipment etc. Behavior: regularcheckup Environment: develop private medical or pathology.

Multi-level

These 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 segment

The 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-level

These 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-level

These elements can be analyzed at several different levels

» Society » Industry » Market segment » Individual

» Individual Consumers

The 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: communicationabout 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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