Business - Consumer Behavior Business: Term Paper

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She does most of her general shopping at Wal-Mart and Target, and much of her food shopping at wholesale outlets like Sam's Club. 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.

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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 that are virtually indistinguishable from much lower price store brands (Stanley 1996).

Consumer Profile #1:

Brandi Sumner is newly graduated from NYU and works as a marketing

Associate in New York City. 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......

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