Part 1 Tasks And Objectives From Phases 14 My Personal Custo
Part 1 Tasks Objectives From Phases 14 My Personal Customer Profil
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. You will compile your ideas related to social, group, and anthropological views of consumer behavior, focusing on the influences and effects of social class, family structure, cultural background, and group identification. Additionally, you will consider how technology, the economy, and political factors influence your consumer behaviors, contribute to customer retention, and enhance your understanding of your own consumer habits.
Your customer profile will include the following sections:
Section I: Why Do I Buy? My Buying Behaviors and Attitude
This section details what motivates your purchasing decisions, illustrating how cultural and societal influences shape your buying choices. It incorporates Katz’s (1937) four functions of consumer attitudes: Utilitarian, Value-Expressive, Ego-Defensive, and Knowledge.
It should include:
- Your photo.
- An analysis of three recent purchases, including reasons for buying each product or service.
- Explanation of one societal influence that affected these purchases.
- Explanation of one group influence on your buying decisions.
- Explanation of one cultural influence that impacted your purchases.
- An analysis of your buying attitude and how it influences your decisions, with examples. You should select one attitude from the following options and describe why it applies to you:
| My Buying Attitude | Why I Buy |
|---|---|
| Utilitarian | Based on pain or pleasure |
| Value-Expressive | Based on social identity impact |
| Ego-Defensive | Concerns about self-image |
| Knowledge | Based on facts and real-world situations |
Section 2: What Speaks to Me? My Communication Style
This section examines your personal communication style and its effect on your purchasing behavior. It also explores what advertising appeals are most effective for you and why.
It should include:
- An explanation of the advertising appeal that most attracts you and why.
- An analysis of how brands can quickly gain your attention and foster loyalty.
- An example of an advertisement (print, social media, TV, radio, direct mail, etc.) that spoke to you and influenced your purchase consideration, with reasons why.
- Details of your chosen ad message appeal based on your buying attitude (from the table above) and an explanation of why the message resonated with you.
Section 3: What Can I Buy? My Demographic and Psychographic Profile
This section covers your demographic data and psychographic factors, including lifestyle, interests, habits, and hobbies, and their influence on your purchase behavior.
Include:
- Your demographic statistics: age, gender, income, marital status, education.
- Your psychographic factors: lifestyle, interests, habits, hobbies.
- An analysis of your social class and its impact on your lifestyle and purchasing decisions, considering your personality traits, social class, cultural background, family roles, and influences.
Section 4: My Likes and Product Preferences
This section examines how your individual behaviors, attitudes, communication style, and demographic and psychographic characteristics influence your product preferences.
Develop an analysis of your preferences across various categories, explaining why certain brands or products align with your lifestyle and preferences, such as:
- Cars
- Education
- Technology
- Housing
- Food and beverages
- News
Paper For Above instruction
The creation of a comprehensive personal customer profile provides an insightful look into individual consumer behaviors, highlighting how social, cultural, and psychological factors converge to influence purchasing decisions. This analysis begins by examining the core motivations behind buying behaviors, incorporating established consumer behavior theories such as Katz’s (1937) functions of attitudes, which categorize motivations into utilitarian, value-expressive, ego-defensive, and knowledge-driven behaviors. Understanding these underlying attitudes is crucial for predicting consumer responses to marketing stimuli and tailoring marketing strategies accordingly.
My personal buying motivations often reflect a combination of these functions. For instance, my recent purchase of a high-end smartphone was driven by utilitarian reasoning—seeking a reliable device for communication and productivity. Additionally, my choice to buy sustainable clothing was influenced by the value-expressive function, aligning with my social identity as an environmentally conscious consumer. Analyzing societal influences, media, peer groups, and cultural background enhances comprehension of how external factors shape my purchasing habits.
Societal influences, such as media portrayals of social status, motivate consumers like myself to purchase luxury brands to symbolize success. Group influences, including family preferences or peer recommendations, significantly sway decision-making, especially in categories like technology and fashion. Cultural influences, rooted in my cultural background, inform preferences for certain types of cuisine, fashion styles, and ethical considerations, demonstrating how cultural norms shape consumer choices.
My buying attitude plays a crucial role in decision-making. As someone with a knowledge-driven attitude, I prioritize factual information and product reviews. For example, I research extensively before purchasing electronics, ensuring the product meets technical specifications and value propositions. This attitude aligns with rational decision-making models, emphasizing the importance of information and analysis.
Understanding my communication style reveals which advertising appeals attract me most—similarity and credibility. I am most responsive to advertisements that feature real user testimonials or demonstrate the practical benefits of a product, emphasizing utility and reliability. For example, a social media ad for a new fitness tracker that showcased user experiences and scientific data caught my attention and influenced my purchase decision.
Effective branding strategies for capturing my attention involve clear, transparent messaging that emphasizes product features supported by evidence. Brands that quickly communicate their value proposition through engaging visuals and authentic storytelling often convert me into a loyal customer. An example is the social media campaign of a well-known headphone brand that showcased user reviews and technical specifications, making a compelling case for purchase.
My demographic profile includes being a 35-year-old male professional with a moderate income, college education, and married status. Psychographically, I value technology, innovation, and sustainability, with interests in fitness, travel, and reading. My lifestyle reflects a middle-to-upper social class, influenced by a cultural background that emphasizes education, self-improvement, and community involvement. These factors collectively direct my shopping behaviors toward high-quality products that align with my values and lifestyle.
My personality traits—such as conscientiousness and openness—further influence my preferences, leading me to favor brands known for quality and ethical practices. My social class and cultural background foster a preference for brands that are reputable, environmentally responsible, and technologically advanced. Family influences, like my spouse’s interests, also shape product choices across categories such as cars and household goods.
Analyzing my product preferences reveals consistent patterns. For example, in the automotive category, I prefer brands like Toyota for their reliability and fuel efficiency. In education, I prioritize online courses from accredited universities. For technology, my loyalty lies with Apple due to its innovation and ecosystem integration. In housing, I favor modern, sustainable designs. My food choices lean toward organic and health-conscious brands. For news consumption, I prefer digital outlets that provide timely, credible information, reflecting my value for factual accuracy and convenience.
In conclusion, constructing a detailed personal customer profile involves integrating insights from social influences, attitudes, lifestyle, and preferences. It offers valuable understanding into consumer behavior, guiding both personal purchasing decisions and marketing strategies tailored to specific consumer segments. Recognizing the interplay of these factors enhances a nuanced appreciation of individual consumer profiles, fostering more targeted and effective marketing practices.
References
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- Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-expressive, utilitarian, and ego-defensive functions of attitudes. Journal of Personality and Social Psychology, 54(4), 638–646.
- Schiffman, L., & Kanuk, L. (2010). Consumer Behavior (10th ed.). Pearson.
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- Rosenbaum, M. S., & Massiah, C. (2011). An enhanced look at consumer engagement: A review of the current literature. Journal of Business Research, 64(4), 413–423.
- Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121–134.