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CIA I - Personal Consumption Journal

Exercise Overview

This exercise is designed to be an incremental three part assignment. The first part requires students

to maintain a personal consumption journal. In the second part, each student is required toconstruct a portrait of themselves as a consumer by developing a list of ten products or services

typically purchased. The third portion of the assignment is an advertisement evaluation. This

requires students to select two products from their ten product list and locate advertisements or

promotions for them. For each advertisement selected, students are required to identify four to six

consumer behavior concepts used in the ad, to describe the demographic and psychographic

segments to which the ad was targeted and to explain the reasoning for their conclusions. Finally,

students are required to assess whether or not they are representative of these segments.

Part 1: Consumption Journal

You are responsible for maintaining a consumption journal which describes the products and

services which you purchase/used. Descriptions should include what products and services are

purchased/used, where the items are purchased/used, why the items are purchased/used, and whatfeelings/thoughts/actions were associated with the purchase. You must bring your consumption

journals to every class.

Dos and Don'ts

1. Do describe the consumption activity and your own thoughts, feelings and actions in some

detail, but you do not have to detail every tiny bit. I would consider the sample below as

fairly detailed. Do not make it much more detailed unless you have to.

2. Do limit it to consumption activity that can be described in public.

3. Do focus on more important consumption activities. If there aren't any, then drop down to

the more mundane activities.

4. Try to get at least 15 entries during the month (obviously many of them would be ordinary

activities, but if you have two activities for the same product---as below---that counts as

two activities.5. Don't limit yourself only to purchases....consumption is defined broadly as pre-purchase,

purchase, and post-purchase situations in which you experience feelings, thoughts and

actions in regards to achieving satisfaction or reducing dissatisfaction.

Journal Template

For each product-related consumption activity (i.e., products you purchase, plan to

purchase, use, dispose with a view to move on), you should maintain a journal entry

formatted in the following manner. A couple of sample entries to give you a flavor of what

you can put in.

Date Product D

escription of Activity(where, when, how etc.)

Reasons forActivity Feelings/Thoughts/Actions

January

16, 2005

Dell 8400

Desktop

Talked to, rather tried to

talk to a customer

service person for hours,

and succeeded only

The computer

did not have

the required

connections to

Feelings:

y Regret regarding my own

actions.... that I did not do it

right the first time.

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partially. My problem

remains unsolved. In one

instance I was told that I

could cancel my order

place another order for

the exact same systembut with the Camcorder

connection port...now

the system would cost

me $700 more because

some of the promotions

that were available at

the time of my purchase

were not available

now!!! The cost of the

camcorder connection if

purchased with the

machine was $20!

hookup my

Digital

Camcorder. It

was the result

of a mistake on

my part as wellas on their part.

y Frustration with a company

that I always liked because

they did not tell me that the

product would not have

expansion slots.

y A bit unhappy at being asked

to fork out $700 more for apart that costs $20!

Thoughts:

y I wish I had ordered it

right the first time.

y How will I deal with

future problems if it

means listening to

music while on hold for

hours on end? This is

not good.

Actions:

y I have been telling

others about my

difficult experience

trying to talk to

somebody.

y I am shopping for a

laptop for work now,

and I am seriously

consider a brand otherthan Dell....previously I

would not have.

January

20, 2005

Dell 8400 This time, I managed to

get online and chat with

a Dell Service person

using their chat support.

Got it touch with a

representative in less

than 3 minutes. Overall,a very successful chat.

They gave me a credit to

purchase an external

modem

Unsuccessful

past attempt to

resolve the

problem by

contacting Dell.

Feelings:

y Relief that there was a solution

for my problem. More relief

that I did not have to ship the

system back or anything.

y Starting to enjoy the beautiful

19" flat panel monitor.

Thoughts:They gave a $35 credit and a

modem costs $50, so, that is a $15

solution to the camcorder connection

problem (I already have the firewire

card with me from my earlier

computer).

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y Thanks Dell.

Actions:I thanked the Dell

representative for the assistance (she

helped with with speeding up my

printer exchange as well!).

y Went back to looking

at Dell 9200, a laptop

with an awesome 17"

Ultrasharp screen, but

unfortunately

accompanied by a

huge price tag as well.

The above table is just a demo. Do not copy.

The journal needs to have the following details:

Date:

Place of Purchase:

Item(s) Purchased:

Brand Name: ( for each item)

Price: ( for each item)

Other Descriptive Information:

Reason For Purchase:

Feelings Associated with Purchase:

The students are required to monitor their purchases from June 13

th

to 23

rd

of 2010.

Part 2: Consumption Analysis and Consumer Portrait

In the second part, create a list of ten products or services you own or regularly use. These products

should primarily come from the purchase you have made from June 13 to 23rd. Slect only those

products or services that represent your personality, values and lifestyle. Similar to the journal entry,

the list is required to contain detailed information, such as brands, sizes, colors, and/or models, of

the products and services.

You are required construct an image of yourself as a consumer by describing the various

psychological, economic, social and other factors that influenced your behavior. In doing so, also

describe yourself in terms of your personality, values and lifestyle.

Part 3: Advertisement Analysis

Once the 10 item product list is complete, each student should select two of the items on the list

and locate an advertisement for each of the selected products. The two advertisements then served

as the medium for a short analysis paper. For the paper, the analysis of the each advertisement is

broken down into three sections. First, students have to identify between four and six consumer

behavior concepts used in the advertisements. Second, students are asked to identify and explain

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the demographic and psychographic segments to whom the ad was designed to appeal. Finally,

students explain whether or not they fit into the identified target market.

Assignment Submission

The Journal and the list can be either in MS Word or Excel. The report should contain the above

mentioned along with the analysis of the Part two and three of the assignment. Ads can be print ads.If it is either radio or TV, a detailed description is required. The report should be submitted in

hardcopy form, neatly typed and divided in three parts.

Date of submission: 29.06.2010

Marks: 25

Late submissions: Reports submitted on 30th of June will be valued for 20; on July 1st for 15; July 2nd

for 10 and July 3rd for 5. Thereafter reports will not be assessed.

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