Consumer Behavior
(MKTG 301; SPRING 2015; Dr. Carter)
*** Individual Consumer IDENTITY Assignment (15pts)***
(15pts – DUE SUNDAY4/26 @ 11pm by email)
Introduction
Individual Consumer Identity is the focus for Section 1 of our Consumer Behavior course. As we will learn from assigned textbook chapters, much of consumer identity is formed in the mind and then results in market behavior. In fact, consumer identity is in many ways how individuals think and feel about themselves. We will come to know that as a “self-concept.” In addition, consumer identity is shaped by how consumers think and feel about their environment or socio-economic condition. We will come to know that as “perception.” Then, there are the consumer identity forces that provide the reasons for our “self” to interact in “society/markets” that we will learn as “motives.” When these consumer identity forces are combined into a personal style if life (e.g., “lifestyle”) we describe that profile as a “personality” (or “psychographic”). Knowing the separate concepts that comprise consumer identity, as well as the combined personality profile is important for marketers to understand customers and provide brand value.
This first learning activity is designed to make you experientially familiar with the consumer identity concepts by applying them to yourself. When these learning activity chapters are completed, individual consumer identity will explore the Consumer Decision Process which charts the specific stages used to choose preferred brand offerings.
Instructions
- Learning Activity Report(Assignment Credit)
*NOTE -- Use “Identity Profile Diagram” on following page for specific concept application guide:
Think of yourself as an individual consumer, and compose a brief outline that describes how the following concepts could be applied to you. The general length can be 1 half page to a full page.
1)Self-Concept (Ch.5) … “the containerthat holds self components”
2)Perception (Ch.2) … “thewindowlooking out & letting in”
3)Motivation (Ch.4) … “the doorbetween self & society”
4)Personality (Ch.6) … “the personal profile package”
The Individual Consumer IDENTITY –Learning Activity Report is typed with the following standards:
1.Document Type -- Microsoft Word ONLY.
2.Length – See length specified for each section in “Instructions” above.
3.Format – Cover title page, headings and subheadings based on chapters above, as well as concept names in “Identity Profile Diagram.”
Use double spaced typing with an extra space between paragraphs, 1 inch margins on all sides, Times 12 pitch font.
4.Exhibits & Illustrations (NOT REQUIRED) – However, all exhibits and illustrations (including web/video links) must be presented in a professional manner. Also original material is NOT required, given the time restrictions. Instead, sample textbook slides and online content to compose exhibits and illustrations that support your report responses.