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Retail Buying

Notes regular exercise, consumers were increasingly exposed to the concept and benefits of an active
lifestyle.
Of course, not everyone in society has changed his or her lifestyle, and some who did eventually
reverted to less healthful habits. However, the brief discussion here shows changes in the
environment (medical research reports), cognition and affect (beliefs about how to live longer
and healthier), behavior (eating healthful foods and exercising), and marketing strategies
(development and promotion of health foods, exercise equipment, and apparel products), that
interacted to create this change in society in general. The Wheel of Consumer Analysis can
account for these changes in our society and can also be applied to other societies to help explain
their structures and practices.

7.4.2 Industries

The Wheel of Consumer Analysis can be used to analyze the relationships of a company and its
competitors with consumers in specific industries.

Example: Consider the effects of health concerns on the beer industry.

Lite beer from Miller took advantage of the health movement and created the market for
reduced-calorie beer. Miller Brewing Company became the light-beer market leader by being
the first to offer a product that was consistent with a change occurring in society, and it also,
through developing and marketing the product, helped accelerate the change. Thus, a change in
consumer beliefs and behavior concerning calorie intake influenced a marketing strategy to
introduce and spread the change in consumer beliefs and behaviors. The success of the product
influenced competitors to also offer light beers, further changing demand for this product
category.
However, another change in this industry is the concern with responsible drinking, which
decreases demand for alcohol products in general. This change has led to the development and
marketing of nonalcoholic beers and, for many consumers, abstinence from any alcoholic
beverages. Consumer groups such as Mothers Against Drunk Driving and Students Against
Drunk Driving have also influenced many members of society to reduce their alcohol
consumption. Although being drunk and boisterous was considered acceptable behavior some
years ago, many consumers no longer find it so. Similarly, smoking was at one time considered
a sign of maturity and “coolness,” whereas today fewer and fewer public places tolerate smoking.
At the industry level, changes in consumer cognition, affect, and behavior can threaten existing
products and can also offer opportunities to develop products more consistent with new values
and behaviors. Successful marketing strategies depend on analyzing consumer–product
relationships not only for the company’s products but for those of competitors, and creating an
advantage over competitive offerings.

7.4.3 Market Segments

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.

Example: The emphasis on health encouraged many consumers to become involved in
sports. However, specific shoes designed to play each sport effectively were not always available.

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