Marketing-Vicki Case

1. Explain three things that the interviewer learned about Vicki and her attitudes/motivations for seeking out various brands that would be difficult to find through survey research.

a. I feel like the interview learned that Vicki could easily terminate a long-term brand commitment quickly, just depending on how she felt. Vicki was very dynamic and was constantly changing how she felt, and along with these changes, came the changes of her attitudes towards particular brands.

b. The article talked about Vicki’s relationship with brands as being ‘tried and true’. I feel like the interviewer learned that if Vicki felt like the brand or product fit her and what she was feeling, that she would then be loyal to that product and continue to use it after her ‘trial period’.

c. Another thing that motivates Vicki to certain brands is making sure it delivers her desires. She seeks out potential products and brands that fits her moods, and how she feels (i.e. a different fragrance for each day)

2. What does the interviewer learn about how brands contribute to Vicki’s self-concept (how she sees herself)?

a. I feel as if the interviewer learned that Vicki chooses her brands off of how she sees herself and feels each day. For instance, she talked about how she was on a floral kicked, and that motivated her, so she went out to find items to fit how she was feeling at that particular time. Furthermore, the interviewer learned that Vicki’s quest to find a partner contributed to her seeking out products that relate to ‘femininity’. She chooses items such as make-up and perfume that directly correlate to her quest to finding her future partner for life.

3. Vicki says that she is loyal to certain brands, but she conducts product experiments. Explain how she does this.

a. When Vicki conducts product experiments, she is seeking out potential new products she is looking for. What she does it uses the product a few times, on a trial basis, and over time if she feels like...