Understanding Perceptions Of Products Through The Eyes Of Various Consumers

1378 Words6 Pages
3. From these descriptions, summarize each of three brands ‘personalities. P.162 P.163 For this assignment I made a strategic decision to interview at least one person in their 20’s 30’s 40 and 50’s to further understand perceptions of products through the eyes of various consumers in terms of age, gender and lifestyle. For the purpose of question three; we will look at the brand personalities I formed after analyzing and cross-examining the data collected from each interview. Following question three, question four will dive deeper into and explore the disparities between generations, how their perspectives differ (or not) and why. Brand Personality: “A brand personality is the set of traits people attribute to a product as if it were…show more content…
Interesting discoveries Some of the people I interviewed who did not fit the personality or lifestyle associated with Nike, still found the brand attractive and desirable and would buy the brand regardless if it was an accurate portal of who they are or what they stood for. These consumers are referred to as allocentrics whereby people center their attention and actions on other people rather than themselves with the intent to fit in, follow the norms or to reflect a lifestyle they aspire to live or want people to believe they live. Two of the six people I interviewed used the adjective sweatshops to describe Nike yet both still found themselves attracted to the brand and desired Nike products. I found this fascinating, the emotions running through these two people were so strong yet so contradictive of each other. While both Jessica and Adam refused to buy Nike due to internal ethical dilemmas they aroused, both Adam and Jessica almost equally felt attracted to the product and desired to have them. See appendix A and D for detail. “Sigmund Freud developed the idea that much of human behavior stems from fundamental conflict between a persons desire to gratify his or her physical needs and the necessity to function as a responsible member of society.” (Solomon, 2013, p. 153). In Jessica’s and Adams situation it is obvious that their desire to gratify their necessity to function as a responsible member of society
Open Document