Women, 25-39, LSM 5-7 who are using Tide/LPBs and live in urban cities.
She sees herself as an “active supporter” who stands behind the successes of her husband and kids. She wants to gain respect through being a successful woman who not only achieve status at work but also maintain family life balance
North vs. South
North consumer, she is practical and image-conscious. Because she is careful of how she spends, she would prefer to stick to brands she trusts and rarely experiments.
South consumer, she’s not as image conscious. She loves new news and is more open to try new things.
Health; secure job/ income; Good education for the kids
However, a successful person has to be humble, not showy - Social acceptance is important
Success has to be shared among close family. The fruit of success is not individualistic
One important consequence of success is gaining respect
- Making good impression
- People notice you because of your value