Toanalyze informant stories and suggest brand and consumer relationship
Female 59years of age Waitress/Bartender Married
Strong bonding with her roots Hard working Self sufficient Feels satisfaction in what she does Honest Disciplined and organized Believes in “No pain no gain”
Proud of her possessions – most beautiful house Has strong opinions – Italians are best.
Likes being praised from others Sacrificing nature Compassionate Cherishes her relationships Her world is small
Affective relationship is high Has strong opinions about brands she uses Brand loyalty is high Mostly talks about brands of products used by a typical home maker Believes in message conveyed by the brand
Buys the best brands May switch brands only if functional benefits are substantial
Female 39years of age Recently Divorced mother of two Daughters aged 8 and 12
Self disciplined An under-achiever Responsible and caring Aspiring and youthful Self centred and alone Unsure and undecided of long term perspectives in life
Strong association with ex-spouse and mother Influenced by close personalities Looks for solace and is gullible in relationships Professional and keeps to herself at work environments
Brand associations vary widely across product categories. Indifferent to brands used for general domestic purpose. High level of loyalty to personal brands Not a frequent switcher and early adapter. Uses brands mostly out of habit and history.
Female 23years of age University Student Recently moved out
In the process of Identity formation. Outgoing and people oriented. Self assured and confident. Honest and true to self. Ideological and stands for issues.
Strongly related to her parents and roots. Bonds with friends of past and present. Looks for long term relationships Faithful and Loyal
Often proud of her brand associations. Exhibits loyalty across the brand family. A stickler to brands and maintains consistency. A systematic variant selector Open to using new brands if see’s functional benefits. Driven by cognitive and affective beliefs with right balance.
Canyou think of ways to summarize and describe these relationships in ways that might be managerially useful?
Jean buys some Brands like Rever Ware Stainless Steel and Pastene tomatoes for their functional value Philip Berio Olive oil & Progress Bread crumbs are bought due to emotional value Electrolux vacuum cleaner is bought because of her Belief that it is the best Karen Uses Mary Kay and Dove due to Sensory value Vicki uses Opium because people notice her and it provides social value
Emotional Epistemic Sensory Functional Beliefs Social
Which brand relationships in the case would you describe as especially strong and enduring? What makes you describe these as "strong"? If you wanted to measure the strength or quality of a brand relationship, what questions would you ask the consumer?
Emotional Relationships with Progresso Bread crumbs and vinegar. Strong Belief in Electrolux vacuum cleaner and Fridgeidaire Mary Kay because it makes her feel younger Dove because of it is good for skin Opium because of the notice she gets Intimate Musk because of the fragrance and her love for flowers
Behavioral Loyalty Which brand do you usually buy ? Which brand did you use last time ? Which brand do you currently possess ? Which brands do you consider buying? Which brand will you buy next time ? Brand Substitutability Which brand did you buy last time? If the brand had not been available, what would you have done?
Why do some relationships decline and dissolve while others intensify and endure?
Functional relationships decline if a better substitute is available. Emotional relationships may decline due to certain life experience. Relationships intensify when the dependence on brand increases. Symbolic beliefs also strengthen the relationship.
How does a high quality relationship form and evolve over time?
Think about the traditional ideas of brand loyalty, customer satisfaction, and brand equity. Have the stories of Jean, Karen, and Vicki disturbed your sense of the meaning of these terms in any way?
She has a strong sense of brand loyalty especially in the cases where she feels she is buying a superior product and getting her money’s worth. She is satisfied and does not mind paying more for the brand owing to its quality.Thus Jean does not in any way disturb thetraditional views of loyalty, customersatisfaction and brand equity
In her case there is a tendency to choose products on the basis of price and discounts offered rather than owing to the quality of the product especially for household products She shows loyalty only towards those products that help her feel young and look good.Owing to this fact, Karen has slightly disturbedthe traditional idea of brand loyalty, customersatisfaction and brand equity
WhilstVicki is brand conscious on one hand – she is particular about the brands she uses on the other hand she is a variety seeker. Yet she is loyal towards all the brandsThus Vicki does not in anyway disturb thetraditional concepts of brand equity,customer satisfaction and brand loyalty
Jean Pastene tomatoesJean will definitely continue to use this product in the next 5 years, since itsatisfies all the 3 values of Central, Expressive and Functional Central Value Expressive Functional value I always buy this The others use The tomatoes brand, it is the rotten tomatoes used are perfect best They use the best and the best sauce you can tell
Vicki Mary KayShe will definitely continue to use this product in the next 5 years, since it satisfiesall the 3 values of Central, Expressive and Functional Central Value Expressive Functional value It is really made The thought of It keeps me for me not having it younger makes me nervous I depend on it more and need it more
Jean FrigidaireJean will definitely continue to use this product in the next 5 years, since itsatisfies all the 3 values of Central, Expressive and Functional Central Value Expressive Functional value I always buy this The others use The tomatoes brand, it is the rotten tomatoes used are perfect best They use the best and the best sauce you can tell
Beliefs and core values I always buy this brand, it is the best Benefits They use the best sauce you can tellFeatures & Attributes The tomatoes used are perfect and the best
Jean has a strong I always connection with the brand buy this brand, it is the best The product is They use the best sauce seen as being the best you can tellThere is a sense of gettingones money’s worth with this The tomatoes used are perfect and the bestproduct
Choice of brands are strongly influencedby personality traits and life experiences.
No one goes to a restaurant because itpromises great food. They go therebecause it serves great food. Weak brandspromise. Great brands deliver.