1. Welcome
To
Presentation
1

2. Presented By
Group-4
2

3. Presented to
3
Honorable,
Shib Shankar Roy sir
Associate Professor
Department of Marketing
University of Rajshahi

4. 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.

5. 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
Marketing
Strategy

6. 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

7. 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
Components of the wheel of
consumer analysis

8.  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

9. 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
Marketing
Strategy

10. 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

11. Consumer
Environment
Starting Point
Any of the
elements could be
the starting point
for consumer
analysis.
The Wheel of Consumer Analysis

12. Dynamic
The elements of
the wheel
change
continuously.
The Wheel of Consumer Analysis
Consumer
Environment

13. Consumer
Environment
Multi-level
These elements
can be analyzed
at several
different levels
The Wheel of Consumer Analysis
• Society
• Industry
• Market segment
• Individual

14. 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: eating
healthier food & exercising marketing strategies: development and
promotion of health foods, exercise equipment etc. Behavior: regular
checkup Environment: develop private medical or pathology.

15. 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.

16. » 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

17. 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: communication
about the brand.

18. Topic
Consumer Decision Making
Process

19. 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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