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Generally, she avoids national brand, despite protests from her children who would prefer Coca Cola and Pepsi to RC Cola and any "store brands." Cheryl shops mainly by value and will gladly substitute national brands for store brands or off-brands like RC Cola whenever they are available at competitive sales prices to accommodate her children.
Consumer Profile #2:
Harry Valone is a self-made millionaire who runs a small chain of Arizona laundry mats which he purchased one at a time after running a single facility that he originally funded with a bank loan and financial assistance from his parents. Like other self-made financial successes, Harry emphasizes careful budgeting in every aspect of his business and personal affairs, religiously avoiding any unnecessary or unjustified expenses, such as paying more for brand name products...
She absolutely refuses ever to be seen wearing non-brand name clothing. She slightly prefers the taste of Pepsi to Coca Cola, but will drink bottled water instead of off-brand soda if neither national brand is available. Brandi earns nearly
60,000 annually, but rarely has more than $1,000 in her checking & savings account.
References
Howard, M. (2005) We Know What You Want: How They Change Your Mind. New York: Disinformation Co. Ltd.
Stanley, T.J., Danko, W.D. (1996) the Millionaire Next Door: The Surprising Secrets of America's Wealthy. New York: Pocket Books.
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