22-year-old William entered Bianco's Electronics to buy a television. He had previously planned to replace the 10-year-old TV his parents gave him, with a new model of the same brand but is surprised by the array of brands the store offers, each having a special feature. He decides to take his time and look at every type of TV Bianco's has to offer.

Question:

a.) Give William a persona by describing what kind of lifestyle he might have.

b.) Describe how this might influence his purchasing behaviour when picking a new TV. Who might his reference groups be?

c.) How might marketers use this information to get William to choose their brand?

[4 + 2 + 2 = 8 marks