individual project 4 part 2
|Task Name:||Phase 4 Individual Project|
|Deliverable Length:||1,000–1,500 words|
Weekly tasks or assignments (Individual or Group Projects) will be due by Monday, and late submissions will be assigned a late penalty in accordance with the late penalty policy found in the syllabus. NOTE: All submission posting times are based on midnight Central Time.
Key Assignment Draft
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:
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.
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:
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:
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