IP4 Linking Personal Motivators To Acceptance Section 1 Why

Ip 4 Linking Personal Motivators To Acceptancesection 1 Why Do I Buy

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. 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
  • 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.
  • 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

Paper For Above instruction

Creating a comprehensive personal customer profile involves analyzing various facets of individual buying behaviors, motivations, and influences. This in-depth examination helps in understanding the psychological, social, cultural, and economic factors that drive purchasing decisions. Drawing upon established consumer behavior theories, such as Katz’s functional approach to attitudes and current marketing research, this paper explores these dimensions, specifically tailored to an individual's personal context.

Introduction

The genesis of consumer behavior is complex, woven from a tapestry of internal psychological drives and external societal influences. This paper aims to dissect my own buying behaviors by examining recent purchases, influential social and cultural factors, and the underlying attitudes that shape my decisions. By understanding these elements, I can better grasp why I buy certain products and how various influences coalesce to drive my consumer choices.

Section I: Why Do I Buy? My Buying Behaviors and Attitude

Recent purchasing behaviors often reflect underlying motivations aligned with my personal attitudes and social influences. For example, three recent purchases—an eco-friendly water bottle, a fitness tracker, and a professional development course—were driven by a combination of utilitarian and value-expressive motives. The water bottle addressed my health consciousness (utilitarian), the fitness tracker reflected my social identity as an active individual (value-expressive), and the professional course aimed to enhance my career prospects.

Societal influences significantly impact my purchasing decisions. Social media trends emphasize health and wellness, encouraging me to invest in fitness-related products. Group influences stem from my friendship circle that values fitness and healthy living, motivating me to buy products that align with these group standards. Cultural influences shape my perceptions of health and productivity, influencing my choice to invest in health-related products.

Analyzing my attitude reveals that I lean towards a knowledge-based approach when buying products, preferring to examine facts and functionality before making decisions. This aligns with a utilitarian attitude, where I seek products that deliver tangible benefits. For instance, my selection of a fitness tracker was based on detailed reviews and technical specifications, illustrating a knowledge-driven attitude.

Section II: What Speaks to Me? My Communication Style and Advertising Influence

My communication style tends to be analytical and detail-oriented, guided by a preference for information-rich messages. Advertisements that provide comprehensive data, specifications, and factual claims tend to capture my attention more effectively. For instance, a recent ad for a new smartphone that highlighted battery life, camera specs, and processing speed resonated with my desire for factual information.

Fast and effective brand communication is achieved through clear messaging, credibility, and relevance. For example, tech brands that emphasize innovation and reliability immediately attract my interest, fostering loyalty. An ad that presented real customer testimonials and scientific validation influenced my positive perception of the brand.

An example of an ad that appealed to me was a social media campaign by a tech company showcasing real-world applications of their device, reinforcing trust through facts and demonstrations. Such ads effectively speak to my preference for data-driven messages.

Section III: What Can I Buy? My Demographic and Psychographic Profile

My demographic profile includes being 30 years old, male, earning a median income, married, and having a bachelor's degree. My psychographic profile reveals interests in technology, health, continuous learning, and outdoor hobbies. These traits influence my social class, positioning me within the middle-income professional segment that values quality, innovation, and self-improvement.

Personality traits such as curiosity, openness to experience, and a proactive mindset shape my lifestyle. My social class affords me a focus on health, education, and leisure activities aligned with my interests and aspirations. My cultural background emphasizes the importance of self-development and technological adaptation within my community.

Section IV: My Likes and Product Preferences

My preferences show a strong inclination towards technologically advanced products that complement a health-conscious, eco-friendly, and professional lifestyle. For example, I prefer electric vehicles over traditional cars due to their environmental benefits and innovative features. Similarly, I prioritize educational tools and online courses that facilitate continuous learning. My brand preferences include Apple for technology, Tesla for cars, and Coursera for education, as they reflect my lifestyle choices and values.

These preferences are driven by my psychographic traits, communication style, and socio-economic position. I tend to favor brands that communicate transparency, innovation, and social responsibility, reinforcing my self-image and identity. My purchasing decisions for food are influenced by health-conscious labeling, and for news, I prefer reputable digital outlets that offer factual reporting.

Conclusion

Understanding my personal consumer profile provides insights into the underlying motivations and influences guiding my purchases. Recognizing the interplay of social, cultural, and psychological factors enables me to make more deliberate and informed buying decisions aligned with my values and lifestyle. This reflection underscores the importance of self-awareness in consumer behavior analysis, benefiting both personal decision-making and strategic marketing efforts.

References

  • Katz, D. (1937). Attitude Measurement as a Method in Social Psychology. Social Forces, 15, 479–482.
  • Dean, G. (2010). Understanding consumer attitudes. Marketography. Retrieved from https://www.marketography.com
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  • Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
  • Hoyer, W. D., & MacInnis, D. J. (2010). Consumer Behavior (5th ed.). Cengage Learning.
  • Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior (10th ed.). Thomson/South-Western.
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  • Hood, J. N., & Fransen, K. (2020). The Impact of Social Media Influences on Consumer Buying Behavior. Journal of Digital Marketing, 5(3), 45–58.

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