Ikea - Consumer Archetype
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- 5. Name • Aditi • Srini •Will • Ashley • Go by their first name or nick name • Rarely introduce themselves by their full name
- 6. Psychosocial Profile • Between25 to 32 years old • In a relationship but not committed • Lives close to work in a rented apartment • Lives with a roommate, has lots of friends • Moved to a different city for a job • Loves the added advantage of being independent • Proud of being self-reliant • Likes spontaneity as much as planning • Doesn’t want to settle down in one place
- 7. Behavior • Loves togo out and socialize • Allocates a portion of their income to be spent on new restaurants, experiences, activities, etc – recommended by friends or self-discovered • Plans and saves for big holidays • Goes on spontaneous trips with friends • Is on Twitter & Facebook, often makes new friends • Reads for pleasure and for work • Uses internet to learn new things & to solve problems
- 8. Family/Cultural Situation • Parentslive in a different city, go to visit them often • Goes back home for important holidays and events • Is close to family as well as extended relatives • Grew up in an apartment, in a middle-class community • Is more spiritual than religious • If asked, will say agnostic • Avoids blind beliefs and superstitions • Respects all faiths and religions
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- 12. Name • Arthi Patel •Advaith Krishnan • Steven Paul • Karen Miller • Their lineage matters for them • Take pride in their name
- 13. Psychosocial Profile • Between30 to 45 years old • Married someone they dated for a couple of years • Owns and lives in a posh duplex • Rich parents, well-brought up • Used to a certain kind of lifestyle • Moved to a different city because of a promotion • Proud of everything they’ve achieved • Hungry for success
- 14. Behavior • Loves tosocialize, but only with certain types of people • Wines and dines at hip and well-known places – reviews and recommendations • Likes to go on international holidays • Plans and goes on weekend getaways • Prefers Linkedin over Twitter, but likes Facebook • Not much of a casual reader, reads mostly for work
- 15. Family/Cultural Situation • Parentslive in a different city but visit often • Hosts family and friends for important holidays and events • Respects parents immensely, is close to one of them • Grew up in an independent house in a gated community • Believes in and follows the faith they were brought up on • Goes to church/temple regularly
- 16. A Comparison The Autodidact •Has an HTC phone • Last shopping spree was at a factory outlet mall • Drives aToyota Corolla • Last weekend getaway was to Big Bear • Volunteers at a non-profit • Watched the Super Bowl at a sports bar with friends • Feb14 – Romantic dinner (posh restaurant in a mall), soft toys, and a handbag The Upper-class Experimenter • Has an Apple iPhone • Last shopping spree was at Nordstrom & Macy’s • Drives a BMW • Last weekend getaway was to a Palm Springs spa resort • Donates to CRY • Had friends over for the Super Bowl, dinner & drinks • Feb 14 – Romantic dinner (at a 4-star), artisan chocolates, and an iPad
- 17. The Autodidact TheUpper-class Experimenter
- 18. The Autodidact TheUpper-class Experimenter
- 19. The Autodidact TheUpper-class Experimenter
- 20. Sources Images 1.Phoebe: http://www.fanpop.com/clubs/phoebe-buffay/images/2981026/title/phoebe-10x16-screencap 2.Monica: http://www.screened.com/monica-geller/15-2918/all-images/132-2018633/monica__12360032 3.James Franco: http://www.themoviefiftyshadesofgrey.com/tag/james-franco-as-christian-grey 4.Joseph Gordon-Levitt:http://fanquarterly.com/2013/joseph-gordon-levitt 5.Name Tag: http://blog.joeandrieu.com/2009/05/13/user-driven-services-9-self-managed-identity 6.Cogs: http://trend-riders.com/wp-content/uploads/2012/04/Trading-Psychology.jpg 7.Masks: http://thumbs.dreamstime.com/thumblarge_369/12355851182b5wtY.jpg 8.Simpsons: http://heatherchristenaschmidt.files.wordpress.com/2011/11/family-fight-jpg.gif?w=800 9.Ross: http://www.hotflick.net/pictures/003FRN_David_Schwimmer_004.html
- 21. 10. Rachel: http:// www.greene.k12.ia.us/wpdevelopment/fall2011/mlewis/finalproject/index.html 11.George Clooney: http://www.cinemagia.ro/actori/george-clooney-1448/poze 12. Anne Hathaway: http:// www.underneathstardoll.net/2013/01/new-doll-anne-hathaway.html 13. Gold’s gym: http:// edmonton.canadianlisted.com/health/golds-gym-promotions_1282984.html 14. Toyota: http://logos.wikia.com/wiki/File:Toyota_Logo_Newes.jpg 15. Bath & Body Works: http:// bargainbriana.com/bath-body-works-20-off-printable-coupon-online-code 16. Coffee Ben & Tea Leaf: http:// eatwhattonight.com/a-frothy-revolution-with-trio-of-tea-cappuccinos-from-the-coffee-bea 17. Anne Klein: http://all-free-download.com/free-vector/vector-logo/anne_klein_75450.html 18. Nordstrom Rack: http://blog.chron.com/houstonshiring/2010/09/nordstrom-rack-to-open-in-sugar-land-emp 19. Equinox: http://www.beautynewsla.com/city-pulse/dads-day-in-l-a 20. Porsche: http:// www.autoclase.com.ar/wp/noticias-breves-elf-general-motors-porsche-y-citroen
- 22. 21. Lush: http://www.anderra.co.uk/blog/lushs-environmental-policy-video 22.Starbucks: http://thefullertonheritage.com/shopping-dinning/dining/starbucks 23. Louis Vuitton: logodatabases.com 24. Nordstrom: http://www.simon.com/mall/fashion-valley/stores/nordstrom 25. Ralphs: http://katieskrazysavings.com/category/store-deals-2/ralphs 26. HTC: http:// obamapacman.com/2011/09/htc-sues-apple-with-google-patent-help/htc-logo 27. Philips: http://www.msx.org/wiki/File:Philips-logo.png 28. Samsung: http:// viterbicareertoolbox.usc.edu/wp-content/uploads/2011/10/samsung-logo.gif 29. Supercuts: http://www.regisfranchise.com/news/023669.asp 30. Maybelline: http://www.logovaults.com/logo/2985-maybelline-logo-jpg 31. Whole Foods: http://en.wikipedia.org/wiki/File:Whole_Foods_Market_logo.svg 32. Apple: http://cdn.ismashphone.com/wp-content/uploads/2011/12/apple-logo.jpeg 33. Bose: http://logok.org/bose 34. Sony: http:// www.rebgaming.com/sony-brings-new-bbc-sport-app-to-the-sony-entertainment-netwo 35. Vidal Sassoon: http://www.seeklogo.com/tag.html?q=Vidal+Sassoon
- 23. 36. MAC: http:// westillexist.com/whats-under-the-mask-is-what-really-matters-ladies-their-image-and-th 37.TIME Magazine: http://www.time.com/time/covers/0,16641,20061023,00.html 38. Lufthansa: http://goodlogo.com/extended.info/lufthansa-logo-2741 39. Neiman Marcus & Target: http://thebeautystop.com/neiman-marcus-and-target- set-to-collaborate-this-upcoming-holiday-season 40. Forbes: http://rapgenius.com/Travie-mccoy-billionaire-lyrics#note-37470 41. Emirates: http://www.airportzentrale.de/emirates-sucht-500-neue-first- officer/6988 42. Neiman Marcus: http://symbolphotos.blogspot.com/2011/02/neiman-marcus- logo-photos.html 43. Ikea Logo: http://www.heart.co.uk/solent/win/ikea-bedroom-vouchers
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