Page 84 - DMGT408DMGT203_Marketing Management

Unit 3: Consumer Markets and Consumer Buying Behaviour

Profile Representative Notes
Just 19, and Reema is already divorced. Her father is a wealthy businessman. During
Reema’s childhood, her father was mostly away in Dubai and Africa, trying to amass a
fortune. That he did, but he lost out on his chance to be a good father. Both his children
started feeling like ‘orphans’ after their mother got involved with another man.
Reema was ever longing for her family when along came Harsh, her private high school
tuition teacher. Harsh was all of 32 and very caring. He was tall, handsome, and very
popular in school and many girls had a crush on him. Reema was sixteen then and a great
fan of Harsh. For her, Harsh was a prize catch as he combined the loving qualities of a
father with a mix of being a good teacher. She was soon dazzled and surrendered in a
physical relationship.

Marriage followed. She never understood how Harsh changed overnight from a caring
father figure to a demanding husband. And she could never cope with the six hours she
had to spend in the kitchen every day. Why should she do the cooking, she asked Harsh,
as it was something that the ‘Ayas’ did? The reality of a humdrum middle-class existence
hit her hard and she soon walked out of ‘the hell’.
Her father understood her need to recover and made her allowance rather generous. He
bought her a red sports car and got her an admission in a private college. College is
entertainment for her. She attends college only on days when there is some function like
a cultural evening or the sports meet. Now, Reema spends on alcohol, dresses, parties, and
holidays. She consumes a mood elevating drug every evening and keeps sending SMS
messages on her mobile to her friends all through the night. For her, life means ‘buying
pleasure endlessly’.

Profile Representative
Shruti is an urbane woman. She is well educated and genteel. She is an officer in a
nationalised bank, and is active in club affairs and community activities. Socialising is an
important part of her life. She is a doer, interested in watching cricket, politics, and current
affairs. Her life is hectic as she has a lot to do for home and office every day. Still, she often
enjoys viewing movies on TV every week.

Shruti shops for sarees, jewelry, and cosmetics for herself on a regular basis. However,
family needs come before her own needs. Her home is a double income household and
she has one child. She has all the modern gadgets as a housewife could possibly want and
her standard of living is upper middle-class.
Profile Representative

Momeeta was born Mamta, but elevated herself to Momeeta after marriage to a business
tycoon. Momeeta is an elegant woman with style. She lives in Mumbai because that is
where, she wants to be. She likes the economic and social aspects of big city living and
takes advantage of her ‘contacts’. She has built up many friendships and cultivated the city
bigwigs by inviting them to the numerous parties she throws in her luxurious penthouse.
Momeeta is a self-confident, on-the-go woman, and not a homebody. She is fashion
conscious and clothes herself in the latest designer dresses. Even at 40, she can carry off a
mini with aplomb. She is financially very secure and hence does not shop with care. She
shops for quality, exclusivity, and goes by the brand name, not the price. She frequently
travels abroad, buys expensive gifts for friends, and has an international understanding
on what is “chic” at the moment.
Contd...

LOVELY PROFESSIONAL UNIVERSITY 77