BRINGING IT ALL TOGETHER

Part 1 (Sections 1–4): 900–1,000 words; Part 2 (Section 5): 300–500 words

Part 1 Tasks (Objectives from Phases 1–4): My Personal Customer Profile.

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Using the information that you have researched about your own buying behavior during Phases 1–4, 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 behaviors—essentially 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 here 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 here.

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

Gender

Income

Marital status

Education

Your psychographic factors:

Lifestyle interests

Habits

Hobbies

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

Your social class

Your lifestyle

Your cultural background

Your family roles and influences

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 150–200 words.

Section 5 should include the following:

Your selected blog’s 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. Retrieved from the Marketography Web site: http://marketography.com/2010/10/17/understanding-consumer-attitudes

Evic, U. (2011). Guide to advertising appeals – The 7 ad appeals explained. Retrieved from the Ezine Articles Web site: 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, 479–482. Retrieved from http://www.brocku.ca/MeadProject/Katz/Katz_1937.html

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