To

analyze informant stories and suggest brand and consumer relationship

 Female 59

years 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 39

years 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 23

years 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 sees functional benefits. Driven by cognitive and affective beliefs with right balance.

 Can

you 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?

 Interdependence Self

concept connection Commitment Love/passion Intimacy Perceived Partner quality

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 moneys 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 the traditional views of loyalty, customer satisfaction 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 disturbed the traditional idea of brand loyalty, customer satisfaction and brand equity

 Whilst

Vicki 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 brands Thus Vicki does not in anyway disturb the traditional concepts of brand equity, customer satisfaction and brand loyalty

Jean Pastene tomatoes Jean will definitely continue to use this product in the next 5 years, since it satisfies all the 3 values of Central, Expressive and Functional Central Value I always buy this brand, it is the best Expressive value Functional

The others use The tomatoes rotten tomatoes used are perfect They use the best and the best sauce you can tell

Vicki Mary Kay She will definitely continue to use this product in the next 5 years, since it satisfies all the 3 values of Central, Expressive and Functional Central Value It is really made for me Expressive value The thought of not having it makes me nervous I depend on it more and need it more Functional It keeps me younger

Jean Frigidaire Jean will definitely continue to use this product in the next 5 years, since it satisfies all the 3 values of Central, Expressive and Functional Central Value I always buy this brand, it is the best Expressive value Functional

The others use The tomatoes rotten tomatoes used are perfect 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 tell

Features & Attributes

The tomatoes used are perfect and the best

Jean has a strong connection with the brand

I always buy this brand, it is the best

The product is seen as being the best

There is a sense of getting ones moneys worth with this product

They use the best sauce you can tell

The tomatoes used are perfect and the best

Choice of brands are strongly influenced by personality traits and life experiences.

No one goes to a restaurant because it promises great food. They go there because it serves great food. Weak brands promise. Great brands deliver.