Wheel of Consumer Analysis

Knowledge Center

   

Description of Wheel of Consumer Analysis. Explanation.

Contents

  1. Summary
  2. Forum
  3. Best Practices
  4. Expert Tips
  5. Resources
  6. Print
 

Definition Wheel of Consumer Analysis. Description.


Wheel of Consumer Analysis is a framework by J. Paul Peter and Jerry C. Olson to help marketers understand consumer behavior in order to design their marketing strategy. The model structures the phenomena in and around consumer behavior into 3 categories or elements:

  • Consumer Affect and Cognition. Consumer affect involves a consumer's feelings about stimuli and events. Consumer Cognition involves the mental structures and processes involved in thinking, understanding, and interpreting stimuli and events).
  • Consumer Behavior: The physical actions of consumers that can be directly observed and measured by others. By influencing this behavior, marketers can increase sales of their products and services.
  • Consumer Environment: Everything external to consumers that influences what they think, feel, and do). It is the place or medium where stimuli to influence consumers are to be placed.

In the center of the model is the Marketing Strategy: a set of stimuli placed in consumers' environment designed to influence their affect, cognition, and behavior.


Characteristics of the Wheel of Consumer Analysis.

  • Reciprocal System: Any of the elements can be either a cause or an effect of a change at any particular time. Therefore marketing strategies should be designed not only to influence consumers but also to be influenced by them.
  • Dynamic System: All its elements (normally) change continuously.
  • Multi-level System: The Wheel of Consumer Analysis can help to analyze consumer behavior at any level:
    • Individual consumer
    • Market segment
    • Industry or sector
    • Society as a whole

Consumer Analysis Forum
  Disposal Behavior of Consumer in Service Marketing
I have a question about disposal behavior in consu...
     
 

Consumer Analysis Special Interest Group


Special Interest Group

 

Best Practices - Consumer Analysis Premium

Expert Tips - Consumer Analysis Premium
 

Self-gifting Buying Behavior

Clarke and Mortimer (2013) assess the motivations ...
Usage (application): Consumer Marketing, Self-Gifting, Consumption Behavior, Consumer Behavior
 
 

Resources - Consumer Analysis Premium

Brief Introduction Into the Wheel of Consumer Analysis

This presentation provides an introduction into th...
Usage (application): Wheel of Consumer Analysis, Marketing Strategy, Consumer Behavior
 

Consumer Buyer Behavior & Business Buyer Behavior

Presentation about both consumer buying behavior b...
Usage (application): Marketing, Strategy Decision
 

Affective Versus Cognitive Consumption Behavior

This presentation provides information about consu...
Usage (application): Consumption Behavior, Consumer Behavior
 
 

News about Consumer Analysis


     
 

Videos about Consumer Analysis


     
 

Presentations about Consumer Analysis


     
 

More about Consumer Analysis


     

Compare with: Brand Identity Prism  |  Customer Relationship Management  |  Multitasking Consumer

Special Interest Group Leader

You here


 

Return to Management Hub: Communication & Skills  |  Marketing


More on Management  |  Return to Management Dictionary  | 

 

This ends our Wheel of Consumer Analysis summary and forum.

About 12manage | Advertising | Link to us | Privacy | Terms of Service
Copyright 2017 12manage - The Executive Fast Track. V14.1 - Last updated: 25-9-2017. All names tm by their owners.