2. Jake feels that with a pair Before Jake bought a
of Air Jordan basket ball pair of the Air Jordan
shoes he will be able to shoes he wanted
move faster, jump higher, some more reviews
and increase his overall and opinions on
performance. He likes to them.
play basket ball and if he He used:
can get a scholarship • Google
through the sport he can • The Nike website
attend graduate school • Consumer reviews
next year. He also went to a
Nike outlet and talked
He was told by other basket to a sales
ball players that these representative about
shoes help them the shoe.
tremendously and they
regret not getting a pair
sooner than they did.
3. Description:
Joey is a middle aged man with a GED and no
other diplomas. He works for a marine
refrigeration company as a welder where his
responsibilities include the installation and Attributes:
testing of new refrigeration equipment on
fishing boats. Hard working
He has three children ages 12, 14, and 18. All Cares about others wellbeing
of his children are big basketball fans. Main motivation is satisfying
User Scenario: his family’s needs
Although Joey is the consumer who buys the
Air Jordan's, he is not the one who wears
them. Since his main motivation in life is to Goals and Aspirations:
satisfy his family’s needs, Provide for his family
and all of his children love basketball, and Find ways to save money
therefore love the Air Jordan's. Aside from Advance in his career
being great
basketball shoes, Joeys kids love them
because of the icon who sponsors them, Sources:
Michael Jordan, as well as having a very Television Adds
unique look and being some of the most Magazines
recognizable shoes on the market. Youtube
