Depth Interview: Claire Chase Backpack Objective My objective in interviewing Marissa Cole was to discover and understand how her decision-making process led to her purchase of a Claire Chase backpack. See Appendix A for a profile of the subject and the brand. When asked about a recent purchase for a product that cost over $100, she began talking about purchasing her new backpack. According to Marissa, the backpack is tan, leather, and large. She did not remember the brand name of Claire Chase until she checked the metal tag attached to her backpack. She recalled that the backpack was approximately $215. See Appendix B for images of the backpack. Marissa’s Decision-Making Process Need recognition: Marissa had used a different backpack for two years over her freshman and sophomore years, but when the straps broke, she knew that she needed a new one. Information search: To find her new backpack, Marissa shopped online and narrowed the options down to three different brands and compared the size, price, and style of each option. Evaluation of alternatives: She liked the alternative options because they were cheaper than the Claire Chase backpack. The product attributes she required were that the backpack had to be leather, big enough to carry all of her books, and have a lot of pockets and thick straps so she would not hurt her shoulders. Product Choice: Marissa purchased the Claire Chase leather backpack because she described it as “nicer and more expensive, which meant that [she] could get more use out of it.” Post-choice evaluation: When asked if she would buy this product again, she said, “Yes, definitely!” in an enthusiastic manner. She was very satisfied with how well-made the backpack
is, and she said that it has fulfilled all of her needs. She also added that she has received many compliments on her backpack. Laddering I used a laddering technique to prompt Marissa into telling me the key values she associates with an important attribute of her new backpack. Marissa identified one such attribute as the front pocket of her backpack. By having a front pocket, she is able to easily access her belongings without wasting time to take off her backpack. This aspect is extremely convenient because she feels that she is constantly on-the-go. During her busy schedule, she feels that her backpack helps her achieve scholastically by providing everything she needs in one place. When she does well academically, she feels important. To Marissa, feeling important leads to high selfesteem. See Appendix C for a graphical depiction of the results. Associative Map I created an associative map to depict the network of Marissa’s association with Claire Chase and a competing brand. See Appendix D for the map. I began with Claire Chase and asked Marissa to tell me her associations, and after five degrees, she ended with “being successful.” Marissa mentioned that her other alternative was Urban Outfitters, so I repeated the process, and after five degrees, she ended with “not being successful.” Analysis Decision-making process: I discovered that the backpack was not $215, as Marissa had recalled, but $399 according to the Claire Chase website. See Appendix E for a screenshot of the website. In her description of her decision-making process, she emphasized that she wanted a high-quality backpack, and that she values the compliments she receives on it. Marissa may have forgotten about the original price because of her satisfaction with the quality and peer reactions to her
backpack, or she may have intentionally lowered the price for the interview because she felt that, despite her satisfaction, she did not want to be judged for the amount she spent. Laddering: Marissa’s responses indicate that she associates the quality of her backpack with her academic performance, which she then links with her self-esteem. Associative Map: Again, Marissa emphasizes the value of quality when choosing a backpack. Whereas she associates the higher-priced, better quality brand of Claire Chase with “being successful,” she associates the cheaper, lower quality brand of Urban Outfitters with words like “disingenuous,” “insecure,” and “not being successful.” Implications Marissa chose Claire Chase on the notion that the backpack was high-quality, longlasting, useful, and convenient. In both methodologies, Marissa associated high self-image and success with her backpack, whereas she associated competing brands of lesser quality with insecurity and low success. Yet, although Marissa was highly satisfied with her backpack, she could not recall the brand name when I first asked her. Thus, companies such as Claire Chase that sell upscale leather products should create a stronger brand that draws on feelings of high self-esteem, success, and convenience. Claire Chase should create a collection of YouTube video testimonials that feature successful young professionals who feel that Claire Chase products have helped them achieve their goals. This tactic would serve two purposes: the first to make Claire Chase a more memorable brand. Secondly, it would appeal not only to the 20 to 30 age range, but also to college students that aspire to be those young professionals. APPENDICES Appendix A: Profiles
Profile of Subject: Marissa Cole is a junior marketing major at the University of Maryland with a strong interest in fashion. She is active in Delta Gamma Women’s Fraternity, Phi Chi Theta (a co-ed business fraternity), terpAMA, and she recently accepted an internship at National Geographic. Next semester, she plans to study abroad in Barcelona. Profile of Brand: Claire Chase is an upscale exclusively online store that sells distinguished leather luggage and accessories. Their product line includes an assortment of bags for a variety of purposes, suitcases, travel and business accessories, and golf products. Appendix B: Images of the Backpack
Appendix C: Graphical Depiction of Laddering Technique
Appendix D: Associative Map
Claire Chase
Urban Outfitters
Backpack
Hipsters
School
Posers
Learning
Being disingenuous
Pursuing a career
Being insecure
Being successful
Not being successful
Appendix E: Screenshot of Product on Website