Linking Personal Motivators to Group Acceptance

1,000–1,500 words (it may seem ling but I tried my best to include all details)

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

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 ( of course you will not have to worry about this part)
  • An analysis of 3 purchases that you made recently with reasons why you bought the products or services (my purchases made shredz supplements, pair of shoes off NikeID website, and purchase of a home)
  • 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 (link located in references)

Choose 1 of the buying attitudes below and explain why you buy. Include an example of a product or service that matches this buyer attitude and purchasing behavior. (my choices are highlighted).

  • 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 : http://ezinearticles.com/?Guide-to-Advertising-Appeals—The-7-Ad-Appeals-Explained&id=5781979
  • 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.
  • Choose One below and explain 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:
  • Your psychographic factors:
  • Age: 34
  • Gender: Female
  • Income: 34k-50k
  • Marital status: single (engaged)
  • Education: Associates (will finish BA in March 2018)
  • Lifestyle interests:
  • Habits:
  • Hobbies: drawing, working out, cooking

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: I’m self-disciplined, hate being late, calm, hardworking, organized
  • Your social class: middle-class
  • Your lifestyle: love being around family and friends
  • Your cultural background: Baptist, Black African American
  • Your family roles and influences: Oldest of four siblings, Aunt to a niece and nephew, provider

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 : 2014 Dodge Avenger (tint, black wheels, black interior & exterior)
  • Education: AS in Business Admin, currently completing BA in BUS ADMIN w/ concentration in Business Development
  • Technology: laptop, cell phone, ipad
  • House: own
  • Food and beverage: eat very healthy and clean, don’t drink sodas
  • News: receive news from social media platforms I rarely look at the news

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