Three Life Histories- Case Analyses

7/31/2019 Three Life Histories- Case Analyses

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Life story analysis of Je Jean

Age:59yrs

Education: No proper schooling

Occupation: Works as a barmaid

Married with 3 kids who dont live at home.

Goals and Concerns

To be happy, have pride in what your doing and have satisfacdo

Needs to have a sense of belongingness What does she think of herself?

She is a hard worker

Self made- you want , you work, you get

She is loyal to her core

She is very good at relationships


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Life story analysis of Je Jean

What are her sources of pleasure?

Accomplishment as a cook and housekeeper

Working for her family

Being appreciated for her work

Having nice things, cause she deserve the best

Realizing and accepting her Italian heritage

What are her sources of pain? People not caring for others. Not having a community

What tensions does she face in life? Her brother might lose the home if he doesnt pay

the mortgage


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Life story analysis of Je

Jean What issues does she negotiate in her quest for life sat

Being affiliated with her community/ family is important to h

anything including lead a ear/ hand to them

What motivates her on a daily basis?

Meeting and being part of her community lives.

Working to help her community

What is the role of family/ friends/ community for h

Extremely important for her

She believes that the entire community is her family


5/25

Brand Stories Analysis

Rever Ware Stainless Steel

Pastene Tomatoes

Hunts Special Sauce

Philip Berio Olive Oil

Progresso bread crumbs & vinegar

Johnnies Foodmaster meat

Contadian Tomato Paste

Bounty paper towels

Jenn-Air

Fridgeidaire refrigera

Electrolux vacuum cle

Comet sink cleaner

Aussie Miracle shamp

Tide detergent

General Electric irons

Brands used by Jean


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Brand Stories AnalysisBrands used by Jean

Products or categories form herinner sanctum of brands Products which are used for her fof cooking and housekeepingCommon things among the

brands They are all known brandsShe does not like products of newbrands

Size of brand set Very large, and she is very particuabout the brands that she uses

Characteristics of the

relationships she has with the

various brands in the portfolio of

brands she uses

Long-standing

Loyal

Believes that they are the best


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Brand Stories AnalysisBrands used by Karen

Brand Type of

Relationship

Reason for Buying

Rever Ware Stainless Steel Functional Sauce doesnt burn

Pastene Tomatoes Functional Best taste for sauce

Hunts Special Sauce Self-expressive For addition of taste

Philip Berio Olive Oil Emotional She feels that the taste is better

Progresso bread crumbs &

vinegar

Emotional They are Italian

Johnnies Foodmaster meat Emotional They taste good

Contadian Tomato Paste Self-expressive For addition of taste

Bounty paper towels Functional She likes using them


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Life story analysis of Ka Karen

Age:39yrs

Education: High School

Occupation: Manager for South University

Divorced with 2 kids between age group of 10-15.

Goals and Concerns

To ensure that her children have the options and motivation someone

Responsibility of her children, since she is the sole bread own Concerns: not being able to provide a good life for her family

Worried about turning 40 and not having a good relationship

What does she think of herself? She is confused between her desire for change vs. stability


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Life story analysis of Ka

Karen What are her sources of pleasure?

Her ability to get through the day with so much things

Taking care of her self

Working for her family

What are her sources of pain?

Managing the upheaval of her life after divorce

Managing her hectic life Embarrassed by her job and her failure to achieve her

What tensions does she face in life? Making it through the day

The inner conflict between her kids and her self


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Life story analysis of Ka

Karen What issues does she negotiate in her quest for li

satisfaction?

Finding a balance between things

What motivates her on a daily basis?

Meeting and being part of her community lives.

Working to help her community

What is the role of family/ friends/ community for h

Her Kids extremely important to her

She wants to be a better mother to her kids as compared

to her own mother


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Brand Stories Analysis

Detergent:

Tide, Cheer, Surf

Success Rice

Comet

Gateway

Joy

Ban

Miracle Whip

Mary Kay

Dove

Gatorade

Reebok

Coke

Brands used by Karen


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Products or categories form her inner

sanctum of brands Products which are enhance her fitneedsCommon things among the brands They are mostly brands which her

She cant distinguish between bran

Size of brand set Relatively smaller, has mostly just ocategory

Characteristics of the relationships she has

with the various brands in the portfolio of

brands she uses Long-standing

Loyal



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Brand Type ofrelationship

Reason for Buying

Miracle Whip Functional No specific reason

Mary Kay Emotional Believes it keeps her younger

Dove Self Expressive Feels the difference on using Dove and on using any

soap.

Gatorade Emotional Likes the taste

Reebok Emotional Emotional attachment

Coke Self Expressive No specific reason


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Brand Type ofrelationship

Reason for Buying

Detergent:

Tide, Cheer, Surf

Functional Not able to distinguish between brands.

Depend on- Sale, location, display

Success Rice Functional Feels it is one-of-a-kind

Comet Functional Dislikes Ajax because of low performance

Gateway Functional Preferred over Apple

Joy Functional Her mother used to use it

Ban Functional No specific reason


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Life story analysis of V Vicki

Age:23yrs

Education: Pursuing Post-Graduation

Occupation: Student

Single working for a relationship which will lead to marriage

Goals and Concerns

To be a Market Researcher

Establish herself and have an individual identity

Undergoing a major change in life Not sure what to do next

Wants to establish a serious relation with a boyfriend

What does she think of herself? Very committed towards friendship

She firmly believes in her opinions

Very friendly and easy to get along with once established trust


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Life story analysis of V

Vicki

What are her sources of pleasure?

Hanging out with friends

Having a night out

What are her sources of pain?

Not being able to find someone special

What tensions does she face in life?

Conflict between dependence and independence

No proper path for future goal( Consulted career counselor

What issues does she negotiate in her quest for life satisfactio Firm believer of her views

Wont change her views for others


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Life story analysis of V

Vicki What motivates her on a daily basis?

Likes her feminine nature( her hair, scents, cloths etc) What is the role of family/ friends/ community for h

Still semi dependent on parents

Parents take care of her expenses on car and insurance

Friends are the sources of enjoyment

And committed to her friends


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Brand Stories AnalysisBrands used by Vicki

Ivory- Soap, Shampoo,

Conditioner

Crest- Toothpaste

Soft n dry

OpiumIntimate Musk

Jordache Love

Giorgio

Victorias Secret, Maidenform,

Playtex, Bali

Aveda Elixir

Aromatics Mint

Rosemary Shampoo

B&M baked beans

FriendlysTetley

Lysol

Dow

Metadent- Toothpaste


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Brand Stories AnalysisBrands used by Jean

Products or categories form herinner sanctum of brands Products which are used for her fof cooking and housekeepingCommon things among the

brands They are all known brandsShe does not like products of newbrands

Size of brand set Very large, and she is very particuabout the brands that she usesCharacteristics of the

relationships she has with the

various brands in the portfolio of

brands she uses

Long-standing

Loyal



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Brand Stories AnalysisBrands used by JeanBrand Type of Relationship Reason for Buying

Ivory- Soap, Shampoo,Conditioner Self Expressive Wants everyone to associate herwith Ivory

Crest- Toothpaste Functional Suits best for her needs Soft n dry Self-expressive Peer Recognition Opium Emotional People notices her Intimate Musk Emotional She wants to be smelt like it Jordache Love Musk Functional Bought during Christmas Victorias Secret,

Maidenform, Playtex,

BaliFunctional For different types of use and at

different time of the day

Aveda Elixir Emotional Depends on her mood


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Brand Stories AnalysisBrands used by JeanBrand Type of

Relationship

Reason for Buying

Aromatics Mint Self-expressive Given by her friend Rosemary

Shampoo SelfExpressive Given by her fried B&M baked beans Emotional She loves to have them Friendlys Emotional For the pleasure of taste Tetley Emotional Does not know about anything better at tha

time( used by mom)

Lysol Emotional Because her mom uses it

Dow Functional Dow is the new and Improved Product

Metadent Functional For hygiene factor


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Socio-demographic ProfilCategory Jean Karen Vicki

Self-Concept- Ideal Self Good Homemaker Perfect mother Indepe

Tension Emotional Environmental- Social Emotion

Justification She is emotionally

attached to her

mothers house

She is searching for a

man in her life

Conflic

depen

indepe

Social Cognit

Justification She wants to know

everyone

Unclea

Frustration Adaptation Projection Autism

Justification Worked hard at

housekeeping to earn

affiliation

Blamed her mother for

the problems in her life

Day-dr

ex-boy

back to


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Socio-demographic ProfilCategory Jean Karen Vicki

Personality Compliant Detached Aggress

Justification She uses the known and

popular brands

She uses brands because

of other peoples

opinions

She us

brands

others

brands

(eg. Ivo

Musk)

Self-identified

Orientation

Principle-oriented (ideals) Status-oriented (self-

expression)

Status-o

expressi

Justification She wants to help

everyone who needs

any help

She wants to portray an

image about looking

good

She wa

mark b

identit

S i d hi P f


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Socio-demographic ProfCategory Jean Karen Vicki

Maslows Hierarchy Social Safety and Security Self-es

Justification Searching for

affiliation

She wants a stable

future

She wa

identif

Ivory G

Family life cycle Empty nest Extended- full nest 2 Bachel

Type of Family Nuclear Family Single Parent

Justification High school

dropout+ Skilled

College dropout +

Officer

Post G


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Three Life Histories- Case Analyses

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