【文章內(nèi)容簡介】 . The monthly ine for this family is relatively low, around RMB 2600. ? As a housewife, she spends a lot of time doing housework, such as cleaning the refrigerator. ? During her free time, she watches TV, reads newspapers and magazines for leisure. She is more interested in programs or articles about life, cooking, shopping guides, movies and dramas. She also reads a little about fashion and home appliances, because she doesn’t want to fall behind her peers. ? For home appliances, she wants products that reflect good life quality, so she intends to buy a refrigerator with large capacity. She also wants to update her old doubledrum washing machine with the latest model. 等有錢了咱也買個好點的，讓別人也看看。 If have more money, I will buy a better one. 20 Caring Health 關(guān)注健康 Demographics: ? More likely in Guangzhou ? Housewife ? Living in highstorey building Consumer Values: 167。 I wish to take care of the whole family’s health in every aspect 167。 I am a person who seeks harmony in life Key Needs: 167。 Help me care for others 167。 Minimize the chances of being ill 167。 Reassured about family’s health 167。 Stop me worrying about germs/ bacteria 167。 Help bring order to my life Pr a g m a ti cSi m p l i c i ty19%F r e s hD e s i g n7%R e l e a s e14%Si m p l y th eb e s t22%L i fe o fR e c o g n i ti on23%C a r i n gH e a l th15%21 Caring Health 關(guān)注健康 ? Mrs. Zhang is 32 years old. She is living in a highstorey building in Guangzhou ? She has been married for 5 years and has a child. ? She loves her family so much, so she spends lot of time and energy on taking care of her family members. ? She always keeps her home very clean and tidy, so as to minimize the chances of illness and infections caused by germs and bacteria. ? For home appliances, Ms. Zhang always chooses the products that are more hygienic and healthy. For example, the refrigerator she current uses is a Panasonic antibacteria. ? Her next washing machine will be frontloaded, because she thinks it is more hygienic. 我處處關(guān)愛家人的健康。 I wish to take care of my family’s health in every aspect. 22 Simply the Best 只求最好 Demographics: ? Higher educational level ? Higher family ine (RMB 2720) Consumer Values: 167。 Use the best products rather than better ones Key Needs: 167。 The most powerful available 167。 Make me feel I have bought the best Pr a g m a ti cSi m p l i c i ty19%F r e s hD e s i g n7%R e l e a s e14%Si m p l y th eb e s t22%L i fe o fR e c o g n i ti on23%C a r i n gH e a l th15%23 ? Mrs. Hao is 36 years old with good educational background. She works as a accountant in a large pany. ? She likes to buy the best goods on the market. ? She spends little time watching TV, but is very keen on reading articles about fashion and garden design. ? For home appliances, she simply chooses the products with the best performance, without worrying too much about price or other aspects. ? She uses a highend Haier and has been using it for many years. ? She has an automatic washing machine with very large capacity, and intend to buy a front loader. Simply the Best 只求最好 我只選最好的 . I would simply choose the best. 24 Pragmatic Simplicity 簡單實用 Demographics: ? Slightly more in Beijing ? 34 family members Consumer Values: 167。 Efficiency is the most important to me 167。 I wish to live an unstrained life 167。 I am a person who seeks harmony in life 167。 I should not be tied up with housework on weekends Key Needs: 167。 The most practical products on the market 167。 The easiest to operate 167。 The easiest to clean 167。 The easiest to repair Pr a g m a ti cSi m p l i c i ty19%F r e s hD e s i g n7%R e l e a s e14%Si m p l y th eb e s t22%L i fe o fR e c o g n i ti on23%C a r i n gH e a l th15%25 Pragmatic Simplicity 簡單實用 ? Miss Huang lives in Beijing, she is an employee in a small pany. ? She wants to live an unstrained life. She pays much attention to efficiency and wants to have time to enjoy life. ? She likes to read articles in magazines and newspapers about entertainment, sports, arts, travel and movies, so as to make her life colourful. ? For home appliances, she simply wants the products that are the easiest to re