Part 1 (Sections 14): 9001,000 words; Part 2 (Section 5): 300500 words
*I attached the last assignment that you did, it is the outline for this project*
Key Assignment
Part 1 Tasks (Objectives from Phases 14): My Personal Customer Profile.
Using the information that you have researched about your own buying behavior during Phases 14, it is time to create your personal customer profile.
For this Key Assignment draft, you are compiling all of your ideas related to social, group, and anthropological views of consumer behavior and the influences and effects of social class, family structure, cultural background, and group identification. You are also considering how technology, the economy, and political factors influence your consumer behaviors, create customer retention, and help you understand your own consumer behavior.
The profile is designed to explain your personal buying habits and behaviorsessentially why you buy.
Your customer profile will include the following sections:
Section I: Why Do I Buy? My Buying Behaviors and Attitude
This section will include information about what motivates you to purchase products or services. It will show how your cultural and societal influences are interrelated in your buying choices. Katz (1937) noted that consumer attitudes exist to satisfy one of these 4 functions: Utilitarian, Value-Expressive, Ego-Defensive, and Knowledge.
Section 1 should include the following:
- Your photo
- An analysis of 3 purchases that you made recently with reasons why you bought the products or services
- Explain 1 societal influence that affected the purchases.
- Explain 1 group influence that affected the purchases.
- Explain 1 cultural influence that affected the purchases.
- An analysis of your buying attitude and its influence on your consumer buying decisions
- Click for additional information on consumer attitudes.
Choose 1 of the buying attitudes in the following table, and explain why you buy. Include an example of a product or service that matches this buyer attitude and purchasing behavior.
My Buying Attitude
Why I Buy
Utilitarian: Individuals with this attitude buy based on the amount of pain or pleasure that it brings.
Value-Expressive: Individuals with this attitude buy based on how the product affects their social identity.
Ego-Defensive: Individuals with this attitude believe that a certain product or service may compromise their self-image.
Knowledge: Individuals with this attitude examine facts and real-world situations when buying a product.
Section 2: What Speaks to Me? My Communication Style
This section examines your personal communication style and how it affects your buying choices. This section will also include what type of advertising messages and appeal influence your purchase decisions.
Section 2 should include the following:
- An explanation of what advertising appeal attracts your attention the most and why. To help you get started, click .
- An analysis of how a brand can get your attention quickly and effectively to make you a lifelong, loyal customer.
- Include an example of an ad that appealed to you and why. It can be a print ad, social media site, television or radio commercial, direct mail piece, or any communication that spoke to you and made you consider purchasing the product.
My Buying Attitude
Ad Message Appeal: Why the Message Spoke to Me
Utilitarian: Individuals with this attitude buy based on the amount of pain or pleasure that it brings.
Value-Expressive: Individuals with this attitude buy based on how the product affects their social identity.
Ego-Defensive: Individuals with this attitude believe that a certain product or service may compromise their self-image.
Knowledge: Individuals with this attitude examine facts and real-world situations when buying a product.
Section 3: What Can I Buy? My Demographic and Psychographic Profile
This section includes your demographic and psychographic information.
Section 3 should include the following:
- Your demographic statistics:
- Age (33)
- Gender (M)
- Income (MEDIUM)
- Marital status (MARRIED)
- Education (SOME COLLEGE)
- Your psychographic factors:
- Lifestyle interests (INTROVERT, ADVENTURER)
- Habits (THINKING TOO MUCH)
- Hobbies (TV, VIDEO GAMES, FISHING)
- Analyze your present social class and its influence on your lifestyle choice and purchasing decisions, including how your customer profile influences purchases. Consider the following:
- Your personality traits (INTROVERT, QUIET, KIND)
- Your social class (BLUE COLLAR)
- Your lifestyle (SIMPLE)
- Your cultural background (CAUCASIAN)
- Your family roles and influences (FATHER, HUSBAND)
Section 4: My Likes and Product Preferences
This section looks at how your behaviors, attitudes, communication style and demographic and psychographic information draw you to certain products.
Section 4 should include the following:
- Develop a product preference section analyzing how your behaviors, attitudes, communication style, and demographic and psychographic information draw you to certain products.
- Explain what brand fits each of your product preferences or lifestyle choices and why.
- Conduct this analysis for the following categories of products:
- Car
- Education
- Technology
- House
- Food and beverage
- News
Part 2 Tasks (Objectives from Phase 5)
Section 5: My Blog Response: Why I Buy Stuff
Based on your previous analysis, respond to a blog that you are interested in from a company Web site or community discussion.
Add a copy of what you posted to the blog and a short summary in about 150200 words.
Section 5 should include the following:
- Your selected blogs link, your post, and a summary of the response
- What information you learned and researched about your buying habits for the blog post
- Observations and reflections about how you might approach buying products and services in the future based on what you now know about your own consumer behavior
Your final Key Assignment should include the following sections:
- Section 1: Why Do I Buy? My Buying Behaviors and Attitude
- Section 2: What Speaks to Me? My Communication Style
- Section 3: What can I Buy? My Demographic and Psychographic Profile
- Section 4: My Likes and Product Preferences
- Section 5: My Blog Response: Why I Buy Stuff
References
Dean, G. (2010). Understanding consumer attitudes. Marketography. http://marketography.com/2010/10/17/understanding-consumer-attitudes
Evic, U. (2011). Guide to advertising appeals – The 7 ad appeals explained. Ezine Articles. http://ezinearticles.com/?id=5781979&Guide-to-Advertising-Appeals—The-7-Ad-Appeals-Explained
Katz, D. (1937). Attitude measurement as a method in social psychology. Social Forces, 15, 479482. The Mead Project. http://www.brocku.ca/MeadProject/Katz/Katz_1937.html
