Mrkt Week 2 Computer and Clothing

Week 2 Homework Assignment

MRKT503 -OLP2

Part 1 Purchase 1

Two recent purchases I have made are a computer and clothing. I bought a new HP computer because my desktop had broken, school was starting again, and I was dreading having to do my homework on my laptop. Although I could have, to me, having it done on a desktop is easier. I always manage to hit the wrong keys because of the size of the keyboard, or hit the mouse button, which stops me from typing. My husband helped in influence my purchase I suppose, and money was a factor as well. I think this purchase showed more of my actual self- concept because there was no one I was trying to impress. I would have to say that this purchase reflected “competence” if you were to look at Jennifer Aaker’s “brand personalities”. It was affordable and something I needed, so to me it seemed more like an intelligent purchase above all else.

Part 1 Purchase 2

I also bought a few new outfits recently. None of them were any major brand names, but I purchased them because the weather keeps constantly changing, and I needed more warm clothing, since the things I had were not weather appropriate. There was no person that helped me to decide on my clothing; it was something I had decided on myself. Once again, I was looking for it to serve my purpose, and value was the most important thing to me. I would say I live a “money constrained” lifestyle. I think if I look at this purchase, that both “competence” and “sincerity” would have been correct “brand personalities” per Jennifer Aaker’s. I think “competence”, because it was something I was doing to try and fight off the cold weather, and “sincerity”, because I was trying to get them as cheaply as possible to keep from spending too much, so that I could spend more on my family then on myself.

I think in both situations, I used the idea of “actual self- concept” by my purchases seem to reflect my actual personality, and not how I would like to see myself or how others see me. While I cannot say this is true for all purchases, it is definitely true for some.

Part 2

I think for the semester project, I am going to choose the problem that I have with always being late. I think a different kind of application should be created that can give more reminders. As I stands, I go through and set myself several reminders days in advance of things. I also sometimes have friends call and remind me of things. I think anyone who would purchase this product would likely do so for the same reasons as I do; they are always getting forgetful as they age. I think the people who I have stood up would be the ones who influence the decision to purchase this item. I think this purchase would likely be bought because of how I felt that others were seeing me, as well as how I see myself. I don’t like being late, I don’t like that people are disappointed in me when I don’t show up either. I think this would likely fit into the brand personalities of “sincerity, excitement, and competence”. I think “competence” because it is something that is making me more reliable, “sincerity” because I would no longer have to make up excuses as to why I am running late, and a little part ”excitement” simply because new technology is always trying to keep up with what is up to date.