1. Toanalyze informant stories and suggest brand and consumer relationship

2. Female 59years of age Waitress/Bartender Married 3. 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 4. Proud of her possessions most beautifulhouse Has strong opinions Italians are best. 5. Likes being praised from others Sacrificing nature Compassionate Cherishes her relationships Her world is small 6. Affective relationship is high Has strong opinions about brands she uses Brand loyalty is high Mostly talks about brands of products usedby a typical home maker Believes in message conveyed by thebrand 7. Buys the best brands May switch brands only if functionalbenefits are substantial 8. Female 39years of age Recently Divorced mother of two Daughters aged 8 and 12 9. Self disciplined An under-achiever Responsible and caring Aspiring and youthful Self centred and alone Unsure and undecided of long term perspectives in life 10. 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 11. 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. 12. Female 23years of age University Student Recently moved out 13. In the process of Identity formation. Outgoing and people oriented. Self assured and confident. Honest and true to self. Ideological and stands for issues. 14. Strongly related to her parents and roots. Bonds with friends of past and present. Looks for long term relationships Faithful and Loyal 15. 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. 16. Canyou think of ways to summarize and describe these relationships in ways that might be managerially useful? 17. Jean buys some Brands like Rever WareStainless Steel and Pastene tomatoes fortheir functional value Philip Berio Olive oil & Progress Breadcrumbs are bought due to emotional value Electrolux vacuum cleaner is boughtbecause of her Belief that it is the best Karen Uses Mary Kay and Dove due toSensory value Vicki uses Opium because people noticeher and it provides social value 18. Emotional Epistemic Sensory Functional Beliefs Social 19. Whichbrand 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? 20. EmotionalRelationships with ProgressoBread crumbs and vinegar. Strong Belief in Electrolux vacuum cleanerand Fridgeidaire Mary Kay because it makes her feelyounger Dove because of it is good for skin Opium because of the notice she gets Intimate Musk because of the fragranceand her love for flowers 21. Behavioral LoyaltyWhich 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? 22. Why do some relationships decline and dissolve while others intensify and endure? 23. Functionalrelationships decline if a bettersubstitute is available. Emotionalrelationships may decline due to certainlife experience. Relationships intensify when thedependence on brand increases. Symbolicbeliefs also strengthen the relationship. 24. How does a high quality relationship form and evolve over time? 25. Interdependence Self concept connection Commitment Love/passion Intimacy Perceived Partner quality 26. Think about the traditional ideas of brand loyalty, customersatisfaction, and brand equity. Have the stories of Jean, Karen,and Vicki disturbed your sense of the meaning of these terms in anyway? 27. 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 thetraditional views of loyalty, customersatisfaction and brand equity 28. In her case there is a tendency to chooseproducts on the basis of price and discountsoffered rather than owing to the quality of theproduct especially for household products She shows loyalty only towards thoseproducts that help her feel young and lookgood.Owing to this fact, Karen has slightly disturbedthe traditional idea of brand loyalty, customersatisfaction and brand equity 29. WhilstVicki is brand conscious on onehand she is particular about the brandsshe uses on the other hand she is a varietyseeker. Yet she is loyal towards all the brandsThus Vicki does not in anyway disturb thetraditional concepts of brand equity,customer satisfaction and brand loyalty 30. Jean Pastene tomatoesJean will definitely continue to use this product in the next 5 years, since itsatisfies all the 3 values of Central, Expressive and Functional Central Value ExpressiveFunctional value I always buy this The others use The tomatoes brand, it is therotten tomatoesused are perfect bestThey use the best and the best sauce you can tell 31. Vicki Mary KayShe will definitely continue to use this product in the next 5 years, since it satisfiesall the 3 values of Central, Expressive and Functional Central Value Expressive Functional value It is really made The thought of It keeps me for menot having ityounger makes me nervous I depend on it more and need it more 32. Jean FrigidaireJean will definitely continue to use this product in the next 5 years, since itsatisfies all the 3 values of Central, Expressive and Functional Central Value ExpressiveFunctional value I always buy this The others use The tomatoes brand, it is therotten tomatoesused are perfect bestThey use the best and the best sauce you can tell 33. Beliefs and core values I alwaysbuy this brand, it is the bestBenefits They use the best sauce you can tellFeatures & Attributes The tomatoes used are perfect and the best 34. Jean has a strongI alwaysconnection with the brandbuy this brand,it is the best The product isThey use the best sauce seen as being the best you can tellThere is a sense of gettingones moneys worth with this The tomatoes used are perfect and the bestproduct 35. Choice of brands are strongly influencedby personality traits and life experiences. 36. No one goes to a restaurant because itpromises great food. They go therebecause it serves great food. Weak brandspromise. Great brands deliver.