Jean

Informant details Phases of her life

Age : 59
Education : High class Before-job After-job
Job : Barmaid
Marital Status : Married
Role : Homemaker, Mother and Wife
Culture : Italian culture orientation
Personality : Conscientiousness Unpleasant Pleasant
Characteristic : Tradition and Heritage
Quality : Honesty and integrity
Learnings: Learnings:
Hard-work, Close-knit
Sacrifice, group,
Diligence, Securing
Household tangible asset,
skills Self-reliant
 Brand-Consumer relationship
40 and more years of relationship Committed Partnership

Brand Product Reasons Relationship

Comet Powder Cleanser No Scratches Interdependence
Surviving 20 and more years of

Pastene Tomatoes Tomatoes can Nice, Perfect and Nice Love/Passion

Frigidaire Refrigerator Guaranteed Service Brand Quality
Aussie Miracle Shampoo Hassle free chemicals Love /Passion
Tide Detergent Dissolves in water Interdependence
General Electrics Iron box Best make Brand Quality
Estee lauder Beauty products Memory(Her Mother’s) Self-connection
testing

Jell-O, quik, Bugles Eatables Taste and loyalty Intimacy

Jean’s credo “Buying the best”

 Examples of relationships in ways that might be managerially useful

Relationship
Comet Functional – Functional value of the product
Interdependence – Frequent brand interactions

The manager can try to improve the functional value of the product and as well as simplify their usage as it is used everyday

Relationship
Aussie Miracle Functional – Functional value of the product
Love/Passion – Irreplaceable and unique

The manager can try to improve the functional value of the product and as well as communicate the speciality of the product