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Unit 7: Consumer Analysis

Notes
Figure 7.4: Wheel of Consumer Analysis

Source: http://answers.mheducation.com/marketing/consumer-behavior/consumer-analysis
Clearly, marketing strategies should be designed not only to influence consumers but also to be
influenced by them. For example, if research shows that consumers are disgusted (affect and
cognition) with blatant advertisements for Calvin Klein jeans, the company may want to change
its ads to better appeal to the market.
If research shows that consumers in the target market do not shop (behavior) in stores where a
company’s product is featured, the distribution strategy may have to be changed. If research
shows that consumers want to be able to get information from a company’s Web site
(environment) and none exists, the company may want to create one. Thus, marketing strategies
should be developed, implemented, and changed based on consumer research and analysis.
Levels of Consumer Analysis: As noted, consumer research and analysis can be conducted at
several different levels. The Wheel of Consumer Analysis is a flexible tool that can aid in
understanding different societies, industries, market segments, or individual consumers. It can
be used fruitfully by both marketing strategists and public policy officials to understand the
dynamics that shape each of these levels.

7.4.1 Societies

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

Example: A recent change in our society involves greater concern with health and fitness.
How did this change occur? Surely, consumers were always concerned with living long, happy
lives. A growing body of medical research indicated people could be healthier and live longer
if they ate properly and exercised regularly. This research may have changed attitudes of some
consumers about their eating and exercise habits. As these consumers, particularly those on the
West Coast, changed their attitudes and began living more healthful lifestyles, many other
consumers copied these beliefs and behavior patterns. In addition, healthy, well-toned people
are considered more attractive in our society. This belief may have accelerated the health and
fitness movement. Also, because a variety of health-related industries, such as health foods,
exercise equipment, and sports apparel, developed and promoted proper eating habits and

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