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Online Assignment 2: Consumer Behavior

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Online Assignment 2: Consumer Behavior

Part 1: YOU and YOUR BRAND

Question 1

My favorite brand is BODYARMOR sports drink. The brand helps satisfy different needs

in my daily life related to hydration, exercise, and nutrition. I am highly physically active in the

morning since I engage in jogging and aerobic exercises. BODYARMOR contains various

essential nutrients like electrolytes, vitamins, and coconut water hydration, among others. Also,

the sports drink does not contain caffeine, which can increase heart rate and cause sleep

disturbances. Hence, BODYARMOR is a healthy alternative to caffeine in the morning when I

need the energy to jumpstart my day.

Question 2

Consumers in the postmodern world are increasingly health-conscious, which is the

major reason why many of BODYARMOR’s consumers incline towards the brand. A major

attribute of the brand is that it does not include artificial additives, dyes, or colors compared to

other refreshing drinks, making it a healthy alternative. Finally, the brand has various flavors that

consumers can select from depending on their tastes and preferences.

Part 2: Brands and Consumers

Meredith Kyle Jenny

What are the Meredith probably Kyle is physically Jenny appears to be

potential consumer has a penchant for active. Based on the highly health-

needs? extraversion and places in which he conscious. She is an

social interactions has worked part-time, intellectual,

since she is a self- including Pizza Hut considering she is

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proclaimed social and Subway, and his part of the UMASS

media addict. She living conditions Biology Society, has

could prefer products alongside four a romantic interest in

that express her roommates, he has an engineering

personality. She is low purchasing student, and would

highly likely to power. Therefore, he like to study at MIT

follow popular trends is more likely to and advance her

and purchase purchase cheaper studies to the Ph.D.

products that improve brands. Also, since he level. Her favorite

her social standing is on the baseball TV shows, including

among peers. team and goes to the Fringe and the Big

Therefore, she would gym as a hobby, he is Bang Theory, are all

prefer brands that likely to gravitate intellectual since they

satisfy her need for towards healthy require technical and

achieving a favorable brands that support scientific interest to

social status or those his physical understand. She is

that help her integrate activities. likely to pursue

into a social group. healthy food

alternatives

considering she is a

vegan and products

that support her

intellectual lifestyle
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and pursuits.

Brands that have Ralph Lauren, Cover Gatorade, Columbia, Kindle, Starbucks,

the best match with Girl, Apple Old Navy Yoplait

consumer needs

Why? (Provide an The three best-match Kyle is a highly Jenny is highly

explanation for the products for Meredith active person who is intellectually

choice) are premium fashion into sports. inclined, meaning she

and technology Therefore, Gatorade would find the Kindle

products that would be a cheap a good brand for

communicate social sports-themed reading e-books on-

status and could alternative that he can the-go. Also, she

increase her afford, while Old could read the e-

popularity on social Navy is a company books at a Starbucks,

media. Apple is a that offers affordable which is common

premium smartphone, sporting apparel for practice for people

while Ralph Lauren those with lower with her

and Cover Girl are purchasing power. He psychographic

highly recognizable would also incline profile. Finally,

premium brands that towards Columbia because of her health

could be useful for since it also offers consciousness as a

achieving recognition sports apparel at a vegan, she is likely to

on social media. reasonable price. purchase Yoplait

products since they

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are gluten-free,

making them

healthier alternatives

to others offered by

other companies.

Brands that have Gatorade, Kindle, Apple, Victoria’s Coca-Cola, Dunkin

the least match with Columbia Secret, Cover Girl Donuts, Red Bull

consumer needs

Why? (Provide an Meredith is less Kyle might not be Jenny is highly likely

explanation for the likely to prefer the inclined toward to consider Coca-

choice) Kindle because she Apple because of its Cola, Dunkin Donuts,

does not appear to be premium pricing. and Red Bull as

a consumer who Since he does not unhealthy products

reads a lot of e- have a girlfriend by that could

books. Also, choice, there is little compromise her

Columbia is a reason he would health. Therefore, she

sportswear company, purchase products is highly unlikely to

but Meredith does not from the Cover Girl engage with the

appear to engage in and Victoria’s Secret aforementioned

such activities, while brands. brands.

she might not prefer

Gatorade for similar

reasons.
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