The focus business is Purple Mattress.

1. Consider the typical customer of this focus business. Identify the brands or companies that probably fall within their evoked set .
2. Identify the evaluative criteria that potential customers of the focus business might consider in making the purchase decision (most important factors in choosing between competitors, etc). Discuss the apparent strengths and weaknesses of the focus business and their competition on each key, evaluative criterion.
3. Identify at least two levels of Maslow's hierarchy that the focus brand or business could attempt to satisfy. Explain how the firm might go about trying to satisfy these needs.
4. Are social influences important in the purchase decision for customers of the focus business? How can family, reference groups, or opinion leaders be used to promote the business or to affect the purchase decision?
5. What types of self-identity, personality, or lifestyle does the brand currently appeal to?
6. What do you think consumers would say about the focus business? What positive images or attitudes might exist? What negative images or attitudes might exist? What do they do well? What do they do poorly?