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JEAN
Age Education Occupation Marital Status Family Cultural Orientation 59 High School Education Barmaid Married Empty-Nesters (Strong Ties with married Children) Italian married to a Canadian After a limited expression of ethnic identity finds tilted towards her Italian Roots. Connects with any thing that is Italian
JEAN
Life Stage Ready for retired life but want to continue working for some extra money(agreed cause) but really like to be in company of people especially Italian people(Hidden cause) Ready to retire, retired people, Not many inspirations, Desire to go back to the roots
Generation Cohort
JEAN
Her Childhood was a constant struggle for sustaining in life and home She developed excellent house keeping skills to prove her worth Now when she looks for Brands she also seeks that characteristics Any thing that survived for long period got to be good(Just as I survived as I was good and hard working )
INTEGRITY & HONESTY is the of utmost importance rest every thing is secondary
Jean
Goals Concerns About Herself To sustain in life and help others in doing same About the people who do not do anything for themselves Survival through Excellence She wants to do whatever she does in best possible way (Bed Sheets, Pasta Sauce, Henry Being the Best) Helping others, Recognition from others Oh, Auntie Jean, I love you What a beautiful house I have
Sources of Pleasure
Jean
Pain She feels deeply for the people who do not do any thing for themselves. David, People at Bar In childhood she went through tense moments of loosing the house. That tension has remained with her for her life. I just Like a nice house Is a Italian by heart, but went through limited expression of her ethnic identity for her family. Now she wants to be more Italian. Visit Italy. Italy is becoming synonymous with Home Likes to speak with Italians at work place
Tension
Issues
Jean
Motivation To sustain through excellence. Over the years need to be self sufficient and in control has set in. Utmost importance, Many of her choices are influences by Family. Loyalty to family more than the self loyalty. Any change needs to be initiated and strongly backed by friends(or Family) Sense of belonging to the community. However not very great influencer in the decisions
Family
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Skippy Peanut Buter (Tried Shimmer Lights(MY others but always came Shampoo!!!!!!) back)
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Emotional
Functional Functional
Yes
No May be
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Functional
Functional Self- expressive
May Be
No Yes
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KAREN
Age Education Occupation Marital Status Family Cultural Orientation 39 Collage Dropout Office manager at Southern University Divorced 2 Girls aged 8 &12 American
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Karen
Life Stage Generation Cohort At the door steps of forty. Really does not know what to do next. Divorced Single Mother of 2 at forty. Really Confused
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Karen
Has constant fear that she might turn like her mother; never to remarry again Wants to give her children a big push something she never got She has lost confidence in herself and looks for a reliable, strong, dependable BRAND(some things she did not find in her husband) Being a single mother of 2, money is always short so looks for the bargains even in day to day brands, however the brand should be strong: there is no place for weak brands in her life: They are just not dependable!(like her ex)
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Karen
Goals Wholly centered around children, Give them better options than what she got. Find a new husband She might go her mothers way, never to get married again She thinks she was done well enough to be here but just missed on the marriage part. Even though she does not say that she does think that her ex was not really dependable. Has strong belief and desire to succeed in life Her Kids, Her athletic looks and her feeling younger than actual age(Still drinking coke)
Sources of Pleasure
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Karen
Pain Tension Not having a man in her life, Not being able to get ahead with her career Her kids need her, She needs a Husband and wants a better career: Time is running out (Almost 40) Financially ok but does not have much left for self Hectic schedule leaves very little time for herself Even nearing 40 there is much yet to be done
Issues
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Karen
Motivation Family To bring up kids in better way, To lead a better life in future Just two daughters
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Products to maintain her youth and vigor Eg. Reebok Shoes, Mary Kay Cosmetics
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Reebok
Coke
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Vicki
Age Education Occupation Marital Status Family Cultural Orientation 23 Studying Post Graduation Student Unmarried Lives of her own, but still strongly connected with the family American
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Vicki
Life Stage Generation Cohort On verge of First Job Just finished collage, First Job
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Vicki
Is not sure if continue education for some more time or get a job Wants to try out many things; do not want to loose out on anything What she really needs is a boy friend who could be future husband
Parents are important for providing means and support moral but mostly expressed through materials
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Vicki
Goals Concerns Not clear on Career front, Getting married is important Does not have a boy friend
About Herself
Sources of Pleasure
I am good the way I am, I do not wear mask and I stand by my views
Material belongings, Friends and Family
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Vicki
Pain Tension No Boy Friend! What am I going to do after collage I might remain single for long. What to do with the career. I do not want a job in which I am not happy No real issues but perceived ones like how should I project myself, What if I wear this than that?
Issues
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Vicki
Motivation Family Family and friends Highly supportive both financially and emotionally
Highly dependent on friends, Can not let them go as time passes, Needs them for emotional support and guidance
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Crest- Toothpaste
Soft n dry Opium Intimate Musk Jordache Love Musk
Functional
Emotional Self Expressive Self Expressive Emotional
May Be
May Be No No Musk
Emotional
No
Emotional
May be
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Aromatics Mint
Rosemary Shampoo
No
No
Emotional
Emotional Emotional Emotional Functional Functional
No
No May Be No Yes No
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Why Buy? Why Brands? Family Family Life Cycle Maslows Hierarchy
What she needs To explore To ensure quality Single Parent Extended Full Nest 2 Safety and Security Esteem Needs I want to see what is the best Single
Karen switches between different five brands of detergents buying whatever is on sale.
Definition Long term committed relationship precipitated by environmental influences vs deliberate choice
Examples After a move of residence Viki cant buy her favorite brands of baked beans which makes her reluctantly switches to competing brand.
Committed partnerships
Long term, voluntarily imposed, socially supported union high in love, intimacy, trusts and commitments to stay together
This is the relationship form Jean has with the most of the brands she uses for cooking and cleaning.
Relationship Form
Definition
Examples
Best Friendships
Voluntary union based on a principle of reciprocity, characterized by true self, honesty and intimacy.
In karens phase of finding her feet after divorce, morning running means a lot to her and a symbol of her new self. In this connection Reebok is the best friend to her.
Union precipitated by desire to move away from prior to available partner as opposed to attraction to chosen partner.
At work Karen could choose between Gateway and an Apple computer. She choose the prior as she dislikes Apple computer.
Definition Highly specialized, situational confined, enduring friendship characterized by lower involvement.
Examples Vicki uses different types of perfume brands to display different sides of herself at different situations.
Kinships
Vicki and Karen have inherited some brand preferences from their mothers.
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References
Brand Management Research, Theory and Practice by
Tide Heding Brand Management by Kevin Strategic Brand Management By Kevin Possesion and extended Self By Russel Consumer Behavior By Schauffman and Kanuk
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Thank You