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;how she is dressed. The respondent is identify that she is a calm individual who wants to feel safe and protected. James, the thirtyfour year old black male, believes that neither of the other figures presented could be associated with a Buick. Meghan adds the fact that it's a recognized stereotype that a Buick is known for its older models and popularity within the age group of sixty to sixty-five. 

Finally, the Ford pickup truck was identified with the 'cowboy'. The price of this truck ranges from $27,000- $36,000. It is viewed as a car that is driven by those who are in the construction business or work in farming within rural areas. In fact, Meghan matches the 'cowboy' with the truck for the sole reason that he looks like a cowboy from Midwest. She associates a cowboy with an individual works on a ranch or a rodeo. Carlos adds that most cowboys and southerners prefer pick-up trucks because it is convenient for them to store their farming gear and various tools. James describes the cowboy as a rugged, western, middle-aged man. He also identifies the cowboy with the pickup truck for similar reasons. 

After evaluating our information, we came to a conclusion that there were many consistencies amongst the responses. These consistencies help marketers learn about the product or service which they are advertising. All of our responses were constant. Every one of our interviewees placed the picture of the elderly woman with the Buick because the car is old fashioned and cheap. They associated elderly people with older model cars. The soccer mom was placed with the mini van because the mini van is a big, durable and reliable car which the mother is able to use for her groceries and carpools. It has plenty of room for the kids, dog, food and anything else that she may want to place in there. The cowboy was associated with the pick up truck because it's rugged and provides ample space for their belongings. Cowboys work on farms or ranches where owning a pick up truck is very convenient. Also, cowboys are from the south where there is more off road terrain. 

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