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Consumer Behavior
Lan is a young woman who works in creative media in Melbourne and wears glasses. At work, she's usually very honest, dependable, and gets along well with her colleagues. Outside of work, she likes to hike lots of different trails, relax at home watching moves in the evenings, and to spend time sewing with her grandmother. She has a small group of friends with whom she feels comfortable and safe.
a. Describe the difference between demographics and psychographics using the description of Lan above for your examples. Which might be better predictors of Lan's consumption preferences?
b. Describe what Lan's personality might be like using her description.
c. Describe what kind of products/brands Lan might like and why (based on her personality).
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