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Key Assignment Draft

Part 1 Tasks (Objectives from Week 1–3)

Businesses develop customer profiles to understand exactly what their customers want and need; their demographics, psychographics, and lifestyle choices; and how to target them with specific advertising messages and then create long-term relationships. This is your opportunity to design your own Customer Behavior Profile. You will most likely learn more about your behaviors, buying habits, and what brands you love and cannot live without.

The Key Assignment Draft will include the following sections:

• Section I: What Makes Me Buy
  • This section will include a 500-word analysis of your customer buying behavior. Add your photo with the product you bought that exemplifies your buying behavior.
• Section II: Image, Self, and Lifestyle
  • This section includes an analysis of 800–1,000 words about your self-image and buying attitudes.
  • Add an analysis about what you learned about yourself from the VALS survey. Use any other information from your Week 2 presentation.
  • Choose 2 slides from your Week 3 presentation that explain your self-image and how your customer buying behavior aligns with that image.
  • Write about, and possibly add a photo of, a product you bought that was directly related to how you feel about your image.
  • Create your demographic and psychographic profile. A sample table is as follows:

Demographic Data	Psychographic Data
Age (optional)	Complete this sentence: My lifestyle is __________ because __________.
Gender (optional)	Favorite magazines and Web sites that I read or visit regularly
Profession	A few magazines and Web sites that I would like to read or visit in the future, and why
Household income level/range	Hobbies
Marital status and number of children	Favorite television shows, and why
Geographic location	Favorite places to visit, and why

Part 2 Tasks (Objectives from Week 4)

• Section III: My Customer Personality: Write a 500-word analysis of your customer personality.
  • Add a photo of your favorite brand. Consider whether this brand matches your personality. Why and how?
  • Choose 1, or a combination of, the following descriptors, and decide if it matches your buying behavior personality and mood; explain why:
    • Conformist
    • Experimental
    • Fun-loving
    • Socially conscious
    • Growth-oriented
    • Fashion-forward
    • Cutting-edge
    • Family-oriented
  • What is the dark side of your buying personality?

Please submit your assignment.

For assistance with your assignment, please use your text, Web resources, and all course materials.

Other Information

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Instructions:

Provide comprehensive examples and descriptions of your buying behaviors, analysis of what you learned about yourself from the VALS survey.

Part 1 Tasks (Objectives from Weeks 1–3)

• Section I: What Makes Me Buy
  • This section should include a photo of the student and an explanation of your buying behavior from the following categories:
  • Explain your buying behavior details
    
    • Routine response
    • Limited decision making
    • Extensive decision making
    • Impulse buying
• Section II: Image, Self, and Lifestyle
  • Add an analysis of what you learned about yourself from the VALS survey. Use any other information from your Week 2 presentation.
    • Example: I learned from the VALS survey that I am an innovator and thinker. This fits my profile because I am always looking for the newest products and technologies and considering my buying choices.
  • Choose 2 slides from your Week 3 presentation that explain your self-image and how your customer buying behavior aligns with that image.
    • Example: As a routine response buyer, I constantly seek beauty products that make me feel better about my self-image.
  • Write about, and possibly add a photo of, a product that you bought that was directly related to how you feel about your image.
    • Students should write, and if possible, add a photo of a product they bought that relates to their image. For example, lipstick or new running shoes for working out could be included. The lipstick aligns with the image of beauty, and the shoes align with the image of an athlete.
  • Create your demographic and psychographic profile. A sample table is as follows:

Demographic Data Example	Psychographic Data Example
Age: 28	My lifestyle is fun because I like to do many different things when I’m not at work.
Gender: Female	I enjoy popular trend- and fashion-oriented magazines and Web sites.
Profession: Social media specialist	I want to read more financial magazines and Web sites about how to manage money.
Household income level/range: $50,000	My hobbies include fishing, running, and golf.
Marital status and number of children: Unmarried, no children	My favorite TV shows are reality shows.
Geographic location: Kansas City	Hawaii is my ideal vacation spot because it is relaxing, and I like to surf.

Part 2 Tasks (Objectives from Week 4)

• Section III: My Customer Personality
  • Add a photo of your favorite brand. Consider whether this brand matches your personality. Why and how?
  • Choose 1, or a combination of, the descriptors, and decide if it matches your buying behavior, personality, and mood; explain why.
    • Example: My buying behavior, personality, and mood are usually fun-loving because I like anything that includes adventure. I am willing to try new things, too, and am interested in many different things.
  • What is the dark side of your buying personality?
    • Example: There can be several dark sides to impulse buying. A few things arise from the darker side of compulsive buying, such as overspending and hoarding.