EXPERIENTIAL MARKETING

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Self Concept / Brand Preference

This study was realized to woman in U.S.F.Q. We used three popular brands so every person that we asked could give us their opinion according to their self concept. It is important to mention were we realized the surveys because in this case the social class is almost homogeneous, where the person can get the brand of her preference without to much thinking about the price.

We found less discrepancy in Diesel with a result of .64. Right now this brand is consider for about a year or so to be in vogue, another factor that it is important to consider because some times people use clothing not for the fact that it matches between the self concept and the appreciation of the brand, they tend to get the brand just because everyone else use it.

Following Diesel we can find Guess that is a popular brand but in the University is not used to much. The result was .7.




About Mango there were aprox. 10% of the women that did not know the brand , probably because is new in Quito, but the usage of this clothing is growing considerably fast. The result was .0.

We think that it is important to realize this exercise more than one time to really appreciate the results, definitely the self concept had to do a lot with the clothing taste, but the society’s pressure in middle class, and in high class, is a lot, so for marketing it is important to think about this factor too.



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