CONSUMER BEHAVIOUR
Dr. David Cordón Benito
Title: Buyer Persona profile
This practice must be developed and submitted in groups.
Description:
1. Choose one brand you like and one specific product or service that brand
offers the world. After researching the brand history, the market it develops
its activity, its consumers (Psychographics and AIO’s analysis), and its
consumers’ behaviour, take the template and answer the questions to draw
a buyer persona.
2. Criteria:
a. Activities: Work, hobbies, social events, holiday, entertainment, club
membership, community, shopping, sports…
b. Interests: Family, home, job, community, recreation, fashion, food,
media, achievements…
c. Opinions: Themselves, social issues, politics, business, economics,
education, products, future, culture…
d. Demographic: sex, age, marital status, size of the family.
e. Geographic: region, habitat (village/city), weather, type of population.
f. Socio-economic: incomes, work, academic level, religion, social class.
3. Once you have done this, start asking the questions in the Buyer Persona
template and create a buyer persona profile:
Evaluation:
- Company chosen: 10%
- Development of Psychographic and AIO’s analysis: 40%
- Buyer persona profile: 40%
- Design and presentation: 10%
Score in the continuous evaluation: 10%
Deadline: 14th March 2023
WORK AND SUBMISSION THROUGH CAMPUS VIRTUAL.
