Quentin

23 years old

Interests: technology, socializing with friends, eating locally, watching movies

Values: success, personal hygiene, being approachable

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Tide is the only laundry detergent that Quentin uses and has always used. Tide earned his

brand loyalty when he moved into his first apartment and had to take on the terrifying task of

washing his own clothes. He chose Tide because it’s what his family used and the brand has a

strong presence; therefore it was at the forefront of his mind. He has stood by the brand since

then.

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Quentin appreciates that Tide is available at most stores. He only uses Tide in liquid form and

considers laundry detergent to be a necessity. Quentin believes Tide detergent to be a reliable,

effective product. He views the act of doing laundry as a burden and avoids it for as long as

possible (until he runs out of clean underwear). He likes that Tide is easy to use. Quentin has

always trusted Tide to remove all stains and leave his clothes feeling soft and smelling fresh

throughout his entire 8-hour work day. He holds great value to the memorable smell of Tide

detergent as it brings him a sense of nostalgia and reminds him of his carefree childhood.

Because he is so satisfied with the brand, Quentin has no interest in purchasing or trying other

competing products in the category. He says, “Why would I change something that works just

fine?” Quentin typically shops for deals and does not have much expendable income but is

willing to shell out a little bit more cash for Tide as opposed to the generic brand.