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Unit 7: Consumer Analysis

7.6 Summary Notes

 Consumer analysis is the sum total of Initial steps in the marketing research that identify
and collect information on the target market’s needs, profiles, and consumer behaviors in
order to establish market segmentation.
 Consumer affect and cognition refer to two types of mental responses consumers’ exhibit
toward stimuli and events in their environment.
 Affect refers to their feelings about stimuli and events, such as whether they like or dislike
a product.
 Cognition refers to their thinking, such as their beliefs about a particular product.
 Behavior refers to the physical actions of consumers that can be directly observed and
measured by others.
 Stores are located close to populated areas to get them in the proximity of consumers.
 Web sites become part of a consumer’s environment if they are contacted.
 A logical sequence is to first research and analyze what consumers think, feel, and do
relative to a company’s offerings and those of competitors.
 Consumer research and analysis should not end when a strategy has been implemented.
 Research should continue to investigate the effects of the strategy and whether it could be
made more effective.
 A marketing strategy is a set of stimuli placed in consumers’ environments designed to
influence their affect, cognition, and behavior.
7.7 Keywords

Affect: Affect refers to their feelings about stimuli and events, such as whether they like or
dislike a product.

Behaviour: Behaviour refers to the physical actions of consumers that can be directly observed
and measured by others.
Cognition: Cognition refers to their thinking, such as their beliefs about a particular product.

Consumer Affect and Cognition: Consumer affect and cognition refer to two types of mental
responses consumers’ exhibit toward stimuli and events in their environment.
Consumer analysis: Consumer analysis is the sum total of Initial steps in the marketing research
that identify and collect information on the target market’s needs, profiles, and consumer behaviors
in order to establish market segmentation.
Marketing strategy: A marketing strategy is a set of stimuli placed in consumers’ environments
designed to influence their affect, cognition, and behaviour.

7.8 Review Questions

1. How do consumers interpret information about marketing stimuli such as products, stores,
and advertising?
2. How does memory affect consumer decision making?
3. How do affect and cognition influence behavior and environments?

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