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Advconsumerfinal Portfolio
mother to two children a 22-year-old girl and a 17-year-old boy. She works as
a 4th grade school teacher and is looking forward to retiring within the next 5
years. She reports that she does not plan to date until after her youngest has
graduated from high school. The final participant in her forties, Pam, is 49 and
works as an assistant principal for a middle school. She too is a single-mom and
has two grown sons. She casually dates, in pursuit of a life partner, but is content
with her independent lifestyle.
Results
The interviews were studied and each of the womens brand preferences
were coded and categorized into Fourniers Typology of Consumer-Brand
Relationship Forms (1998) as seen in Figure 1 below.
Relationship
Form
Definition
Case Examples
Arranged
marriages
Marriages of
convenience
Committed
partnerships
Best
Friendships
Flings
Figure 1
Convenience
All six participants reported using at least one drugstore makeup
product, that each could name by brand, for the sake of convenience.
Convenience, however, was always paired with at least one additional
motivation: price, consistency/quality, physical insecurity, or any combination of
the above.
Rachel uses Walgreens makeup, which she quickly clarified as Cover
Girl powder to cover the large pores. Rachel particularly feels that makeup is a
chore and that it is a necessary evil to make [her] look alive and she wont
splurge on something she has to consistently buy. Pam, who struggled with acne
as a young woman and is left with facial scarring, feels similar to Rachel, in that
she refuses to spend money on a product that will only draw attention to her
facial flaws. Twenty-three-year-old Kate also expressed a lot of insecurity with
her acne, discussing how tedious and dreadful the cover-up process is for
her, but revealed that she refuses to go a single day without applying her Cover
Girl foundation, even when she is home and around only her family. I would
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