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:
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:
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:
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:
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 final Key Assignment should include the following sections:
References
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