Consumer Behavior

Schams Scharifi was born on October 18, 1989 in Kabul, Afghanistan and is 24 years old. He lives in Nettetal, Germany a small village near the dutch border (West Germany). His Home-University is Fontys International Business School in the Netherlands, but currently he goes to San Diego State University as an exchange student. His major is International Business Economics (6th Semester). Schams lives with a roommate and will works additionally at different Promotion Jobs. In addition to that he gets money from the Government, which calls in German „Bafög“. This is a financial support especially for students. The parents of Schams lives in Leverkusen, Germany. His father is a Branch Manager at TNT Innight GmbH Co. KG and his mother works as a Elderly care nurse. Schams has one sister and she a apprentice catering. Schams´s credit limit in the U.S. Is 1800 Dollar. The largest monthly expenses amount to 650 for rent and 500 Dollar for food. In The U.S. Schams buys food manly at Food4Less, Vine Ripe and Walmart. The price decides in which store he buys. In contrast to Germany, where the quality of food is the main decision feature. Schams cooks mostly at home, but goes once a week to eat outside (mainly fast food restaurants). Schams spends his free time mostly with sports. A large proportion of his monthly expenses has to do with soccer and fitness. This could be sports wear, sport programms like soccer tournaments or visiting sport events. Schams spends about 2 hours, 5 times a week in the gym and on weekends he play soccer. Schams is a heavy user of Nutella, Apple electronic devices and sports show of the german soccer league (Bundesliga). Schams has a high degree of brand loyalty. If a product or service appeals to him, he will use this mainly and rarely switch to other things. He will also defend this products or services in front of public criticism. Schams prefers a simple form of shopping and purchasing. He abhors stores that though special sensations