TopicComponents of the wheel of consumer analysis 1

Topic�Components of the wheel of consumer analysis

� 1) a. Affect – What we are feeling? Affect is how people feel things. I feel positive about the future of the share market. Or I might feel negative about the same. So overall, the affect has to be taken into consideration to analyse consumers. Depending on how consumers feel about something, they will take decisions accordingly. For example: I like Mc. Donald's French fries or I dislike beef burger.

� b) Cognition – What we are thinking? � Cognition means what people are thinking about. Recently, there has been a lot of noise for Ecommerce brands and that it’s the new type of shopping in the market. As if have to get my material from the market, and have to take efforts to purchase anything, I am thinking of buying from E-commerce portal the next time. Similarly, there are many thought processes which runs in a human mind. The marketing strategy has to target one such thought process. So studying cognition is important to form the wheel of consumer analysis.

� 2) Consumer behavior –What we are doing? � There are many things which influence consumer behavior. However, in this case, we are already studying all parts of consumer behavior separately. Affect and cognition is treated as separate and influences are treated as separate. Watching a television, visiting a store or buying products. Behavior refers to the overt acts or actions of consumers that can be directly observed.

� 3) Consumer environment – Consumer environment has a major role on the thinking process, and therefore on the consumer behavior as well as on consumer affect and cognition. Consumers are influenced by the environment they are present in. It includes the things, places and other people that influence consumer's affect and cognition and their behavior.