Case Study #6

# of Customer

Statement

1

I drive a BMW X5. Why? Because I always want the best, that is important to me. I usually buy high quality products.

2

I also drive a BMW, but I don’t really care about the car – I just want to show my family, friends and neighbors how well I’m doing in life.

3

I like going to McDonald’s – it is such great value – sure, the food isn’t that great, but you get a lot for your money.

4

I’m happy to pay $200 for a pair of shoes – because they last for years. I really can’t understand people who buy a $50 pair of shoes every six months.

5

I always buy my families clothes from either Target or Walmart (discount stores). Look, a shirt’s a shirt – why pay more that you have to!

6

I switched my loan from one of the big banks to a credit union. It’s going to cost me a little bit more, but I know that I can trust them, I’m not sure about the banks anymore

7

I won’t shop at those stores; they are very cluttered and too busy. I prefer to shop at specialist clothing stores. They are quieter, they are much nicer to be in, and you can take your time and comfortably try on clothes.

8

I still shop at the local butchers, rather than going to the big supermarkets. Sure, it’s a bit more expensive, but the butchers are always friendly, you can have a laugh, and they even tell you how to cook the meat if you’re not sure about it.