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
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Forum - Consumer Analysis
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Discussions about Consumer Analysis.
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Best Practices - Consumer Analysis
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Here you find the most valuable discussions from the past.
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Expert Tips - Consumer Analysis
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Here you will find advices by experts.
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Self-gifting Buying Behavior
Consumer Marketing, Self-Gifting, Consumption Behavior, Consumer Behavior (...)
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Resources - Consumer Analysis
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Here you find powerpoint presentations, micro-learning videos and further information sources.
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Brief Introduction Into the Wheel of Consumer Analysis
Wheel of Consumer Analysis, Marketing Strategy, Consumer Behavior (...)
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Consumer Buyer Behavior & Business Buyer Behavior
Marketing, Strategy Decision (...)
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Affective Versus Cognitive Consumption Behavior
Consumption Behavior, Consumer Behavior (...)
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Compare with:
Brand Identity Prism
| Customer Relationship
Management | Multitasking Consumer
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Special Interest Group Leader
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