Please make sure you read the instructions of Unit 4 IP to gain an understanding of the Key Assignment. I have provided an overview of the DB expectations as well as an example of the Key Assignment which is titled "My Personal Customer Profile. Keep in mind the explanation of buying attitudes is a link with Unit 4IP, it is essential that you read the information. Also you may want to participate on the Live Chat to understand the assignments for Unit 4 & Unit 5. I have provided an example of a well-composed My Personal Customer Profile, which is the key assignment for Unit 4IP. The purpose of Unit 4 DB is to allow you to provide an outline (a brief description) of what you will submit for Unit 4IP. Please make sure you provide enough information in Section 1-4 to allow your peers and me to obtain an understanding of your personal customer profile. Keep In mind to provide names of products for each buying attitude in Section 1 & Section 2. Provide names of products in every section. Unit 4DB can be a draft, including some of the information provided below. Please use the Chart discussing buying attitudes in Sections 1 and 2 for the Unit 4DB, 4 IP, and 5 IP. Failure to use the exact format will affect your grade. My Personal Customer Profile. Section I: Why Do I Buy? My Buying Behaviors and Attitude Photo Not a requirement Purchase #1- Starbucks latte- Emotional purchase to feel happiness associated with the experience of the café and the taste of the coffee. I associate satisfaction and happiness with the brand and purchase when I need a pick me up. However, I rarely purchase because I need the caffeine. My purchase analysis allowed me to see that I have brand loyalty to Starbucks coffee, I am a longtime consumer and the experience I receive with each purchase has an emotional appeal. Therefore, this purchase is only to meet my emotional needs and not any physical ones. Purchase #2- Treadmill- Another emotional purchase to ease the guilt associated with the lack of exercise that my family is getting. I feel that I need to do something to improve their health, and this purchase helped me feel less guilty. Although, I purchased this product to conform to the cultural expectations of living a healthy life; this attitude is prevailing throughout Southern California, where I live. I also purchased based on the emotional appeal to improving the lives of my loved ones and to instill healthy habits. Purchase #3- Toilet paper- Emotional purchase, that was unnecessary; however, once I saw the bare shelves in my local grocery store, I was reminded of the early days of the pandemic when toilet paper was scarce, I wanted to stock up on extra to prevent running out again. This purchase allows me to control one aspect of my life when I feel that I am unable to have control over other areas in my life. This purchase fulfills the need to regain some normalcy and focus on something that I can be responsible for. This is an emotional purchase for me and fulfills my emotional needs. Societal influence contributed to my purchase of Starbucks coffee. In the medical field, those around me are seen with their daily cup of Starbucks coffee. Most go not because of the quality of the coffee, but the experience offered within the café. It has become the leading choice of brands for coffee in my area, with many locations throughout the neighborhood. Due to the strong presence and saturation of the market, the brand is the first choice when wanting a cup of coffee that is not homebrew. Seeing friends and co-workers sipping their latte through the signature green straw reinforces my decision to purchase. Group influence affected my decision to purchase toilet paper. I saw that many people were stocking up on toilet paper. This led me to trust the buying decisions of this reference group. I had considered they knew that something was happening to the supply chain or that there would be a shortage of the product. As a result, when those around me panic-bought supplies, I felt that I too had to, if only to ensure resources were used. Cultural influence affected my decision to purchase a treadmill. I live in Southern California, where health and fitness are an integral part of the culture. At work, diet and exercise are encouraged heavily by co-workers and management alike. However, throughout the pandemic physical activity has declined dramatically, causing many conversations among friends about how we could continue living healthy lifestyles without access to gyms. I had also worried about my family and their acts of exercise, so I decided that I needed to purchase the treadmill. My Buying Attitude Why I Buy Utilitarian: Individuals with this attitude buy based on the amount of pain or pleasure that it brings. This consumer behavior most closely defines my buying style. I am primarily an impulse shopper for day-to-day purchases. These types of buying behaviors are closely related to the amount of happiness I will have as a result of that impulse buy. My purchase of Starbucks is an example of my utilitarian attitude.I, as it was purchased based on the amount of pleasure it brought me. Value-Expressive: Individuals with this attitude buy based on how the product affects their social identity. Value expressive purchases are my second most common type of purchase. My social identity lies within my role in my family. As a mother and daughter, I tend to focus on the needs of others when making buying decisions. An example of purchases that fall into this category would be clothing purchases for my children, buying braces for my kids, and even groceries. These purchases are made because of social identity. Ego-Defensive: Individuals with this attitude believe that a certain product or service may compromise their self-image. I do not frequently have an ego-defensive buying attitude toward consumer behavior. However, there are purchases that I have made in the past that fall into this category for me. One example is my purchase of a treadmill, and this product helped me with my self-image of a health-oriented individual. I try not to make purchases based on what I think my image is, but instead, I focus on the pain or pleasure that purchases bring me. Knowledge: Individuals with this attitude examine facts and real-world situations when buying a product. I sometimes fall into this category of consumer behavior though it is not my primary buying style. I utilize the knowledge buying attitude primarily when making large purchases that require the spending of a lot of money. These purchases, I feel like require much more thought because of the loss associated with each purchase. In these situations, I need a large amount of education on products and a bit of knowledge prior to making a purchase. Section 2: What Speaks to Me? My Communication Style 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. I tend to be a utilitarian consumer. The majority of my purchases are made simply based on the pleasure that I will receive from each product purchased. The advertisement for Corona Beer speaks to this consumer behavior because it depicts lights on a tree at Christmas, which always makes me smile. The product itself is one that is purchased solely to make the consumer feel good, as it is a purchase for alcohol. Alcohol has no benefit other than a personal or emotional appeal to the consumer. I know that this purchase will bring me pleasure, especially during the holidays. Value-Expressive: Individuals with this attitude buy based on how the product affects their social identity. I try not to make purchases based on how the product helps me with my social identity. I like to think that I have a strong sense of self and do not rely on products to me with my social identity. I did find one that spoke to me on a value-expressive marketing level. The following ad spoke to me because my social identity lies in my role as a mom, encouraging a healthy lifestyle. This ad asks the consumer to question their motivation for getting healthy. The ad made me immediately think of my children, solidifying my identity as a caregiver in this social group. Ego-Defensive: Individuals with this attitude believe that a certain product or service may compromise their self-image. I utilize the ego-defensive attitude to avoid products that do not align with my personal branding or my values. As a conservative Christian woman, I won’t buy a product with profanity, sexual images, or images depicting drugs. Examples include products with inappropriate marketing or that support something that goes against my personal values. The ad below depicts a cigarette ad, a product that I won’t purchase because it would compromise my image of the conservative, health-conscious mother. Knowledge: Individuals with this attitude examine facts and real-world situations when buying a product. When a marketing team educates me on their product or their impact on my life, I can then justify my purchase. In the following video, GE educated the consumer on their technology while also bringing the ad back to how their product, energy, affects people daily. This ad spoke to me because it reframed my thoughts on the brand. It allowed me to see how I and others are affected by GE and why their product is important. This ad utilized knowledge appeal coupled with emotional appeal, making it an excellent ad, and it made me want to purchase from GE. https://www.adforum.com/creative-work/ad/player/34562373/what-matters/ge Section 3: What Can I Buy? My Demographic and Psychographic Profile Your demographic statistics: Age -35 Gender - Female Income - $88,000 personal, $115,000 household income Marital status - Married Education- Associate degree, currently enrolled in bachelor’s degree program