Buying Behaviors and Attitude
Part 1 (Sections 1–4): 900–1,000 words; Part 2 (Section 5): 300–500 words*I attached the last assignment that you did, it is the outline for this project*Key AssignmentPart 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 AttitudeThis 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 photoAn analysis of 3 purchases that you made recently with reasons why you bought the products or servicesExplain 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 decisionsClick here for additional information on consumer attitudes.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.