-Benefits sought from products: To be practical in her life, keep her warm, comfortable and have room for her ever-growing body. -Usage rates: Uses a product until it breaks and Lydia, her mother buys her a new one.
Usage and Benefit Variables
-Volume of Purchases: Libby doesn’t make purchases herself but she receives a lot of gifts and her mother buys her a couple of items a month, but with Libby’s thorough review. She won’t wear anything that she does not like. -Price Sensitivity: Her mother, Lydia does not mind spending a little more on quality products for her children which will last. -Brand Loyalty: At this point in Libby’s life she won’t be showing brand loyalty to fashion. But through littleTOAST understanding what a toddler needs from her clothes, a connection is being built and loyalty will grow. However her mother does show brand loyalty to TOAST, For Lydia it is easy for her to make all her purchases in one place which supplies quality womenswear, menswear, childrenswear and homeware.
TOAST History 48
TOAST Brand M o d e l s and Theories
T O A S T Consumer
TOAST SHOP REPORT
M a r k e t Research: Questionnaire
Introducing the new sub brand littleTOAST