THE FRAMEWORK OF

CONSUMER ANALYSIS
fathony.rahman@pmbs.ac.id
School of Business & Economics
Agenda

 The Framework of Consumer Analysis

 Consumer Affect and Cognition
 Consumer Behavior
 Consumer Environment
 Hubungan Antara Affect and Cognition,
Behavior, and the Environment

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 Why do consumers buy
a product?
Why do not consumers
buy a product?

Why do consumers buy

brand A instead of
brand B?

How do consumers
learn about a product?

Why are consumers

loyal to a brand?

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CB & Marketing Mix

Offer products according to

consumer behavior

Industry
Industry Market

Understanding consumer behavior

The Wheel of Consumer Analysis

 The Wheel of Consumer

Analysis is a framework that
helps us understand consumer
behavior.

 It helps by allowing us to
structure consumer behavior
phenomena.

 We can understand consumer

behavior at various levels –
that of individual consumers,
market segments, industries
and the society at large.
3 Elements of Consumer Analysis

A framework for
researching,
analyzing, and
understanding
consumers to help
marketers develop
more effective
strategies

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Consumer Affect and Cognition

 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.

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Consumer Affect and Cognition

Cognition
Knowledge
Meanings
Affect Beliefs
Attitudes
Moods
Feelings
Emotions

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Consumer Behavior

 Behavior refers to the

physical actions of
consumers that can be
directly observed and
measured by others
 It is also called overt
behavior to distinguish it
from mental activities,
such as thinking, that
cannot be observed
directly.

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Consumer Environment

 The consumer environment refers to

everything external to consumers
that influences what they think, feel,
and do.
 It includes social stimuli, such as the
actions of others in cultures,
subcultures, social classes, reference
groups, and families, that influence
consumers.
 It also includes other physical stimuli,
such as stores, products,
advertisements, and signs, that can
change consumers’ thoughts,
feelings, and actions.

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Short Discussion

What stimulus will you do to influence the thoughts,

feelings and actions of consumers who will:
 Buying a new car for the family
 Go on holiday to Belitung
 Tooth extraction

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Relationships among Affect and Cognition,
Behavior, and the Environment

 Consumer processes not only

involve a dynamic and interactive
system but also represent a
reciprocal system.
 In a reciprocal system, any of the
elements can be either a cause
or an effect of a change at any
particular time.
 Affect and cognition can change
consumer behavior and
environments.
 Behavior can change consumers’
affect, cognition, and
environments.
 Environments can change
consumers’ affect, cognition, and
behavior.

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 Relationships among Affect and Cognition,
Behavior, and the Environment

2. Consumers
believe that
the new
detergent is
better
quality

1. New detergent ads 13 of 23

Relationships among Affect and Cognition,
Behavior, and the Environment

1. Free sample for a new brand 14 of 23

Relationships among Affect and Cognition,
Behavior, and the Environment

2. Observing other brands 15 of 23

Relationships among Affect & Cognition,
Behavior, and the Environment

Five implications
1. Any comprehensive analysis of consumers must consider
all three elements and the relationships among them.
2. Any of the three elements may be the starting point for
consumer analysis.
3. Because this view is dynamic, it recognizes that
consumers can continuously change.
4. Consumer analysis can be applied at several levels. It can
be used to analyze not only a single consumer but also
groups of consumers or an entire society.
5. This framework for analyzing consumers highlights the
importance of consumer research and analysis in
developing marketing strategies.

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Consumer Background

Values
Needs
Motivation
Perceived Risks
Goals

Knowledge
Experience
Cognitive process (thinking)
Ability
Affective process (feeling)
Age
Buying power

Opportunity Time

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Consumer Background
Motivation – Values

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Consumer Background
Motivation – Needs

• Kebutuhan (needs)
• Keinginan (wants)

Fungsional Simbolis Restoran para

selebritis
Makan Restoran di
di restoran Hotel berbintang
terkenal
Hedonis Restoran khusus
masakan China
Makan
Restoran khusus
masakan
masakan Jepang
Khusus/enak
Makan 4 sehat Warung tegal
5 sempurna
Restoran Padang
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Consumer Background
Motivation – Perceived Risks

 Financial risk
 Risk of product performance
 Psychological risks
 Social risk
 Time risk

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Consumer Background

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Contoh riset untuk memahami
konsumen – Eye tracking

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Contoh riset untuk memahami
konsumen – Eye tracking

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