Assignment A1.

2: Parker pens

Iceberg model

Behavior:

As a student pens are one among the essentials I carry everywhere, I like to carry parker with me
because it kind of enhances my confidence. I want to use parker apart from the fact that it is so
smooth and good to use is the fact that it is reliable.

Buying:

It can be bought online from the parker pens official website, it is impossible for a normal pen
store to buy all the varieties they show in the website. The hard it becomes makes the brand even
more desirable to buy.

Values, Attitudes and Lifestyles

Every person needs to write but all of them won’t be able to choose the luxurious way, people who
choose it chooses the parker pens. They provide the utmost comfort to our hands while writing, its ink is
the perfect. Though it is expensive, people always try to get more luxurious so even it is a small pen they
will definitely want to get it.

Needs and Motivations

The needs are almost simple as for the other pens except the long lasting life and the ultimate
comfort experience while writing. The motivation of the product is to enjoy the writing
experience by enhancing the level of comfort on your fingers.

Demographics:

I am in sub urban area, the main target customers are the urban and sub urban peoples. The age
group is 20 to 30 mainly; they tend to spend their money mostly on things to get more comfortless.