Marcus Johnson
College junior balancing studies, part-time work, and a tight budget
Ultra
Marcus is a 21-year-old college student majoring in Business Administration at a state university. He works part-time at a campus coffee shop and is always looking for ways to stretch his limited budget while still enjoying life with friends.
Memories (10/10)
- facts
- (100%) - I work part-time at Brewed Awakening, a coffee shop on campus that helps pay my tuition and living expenses while giving me a chance to meet new people.
- experiences
- (80%) - Last fall, my friends and I took a road trip to the beach for a weekend; we slept in our tents, grilled hot dogs, and had the best time just relaxing and laughing by the bonfire.
- (70%) - I remember the first time I made a caramel macchiato at the coffee shop; it took me three tries, but when I finally got it right, my coworker complimented me, and I felt a rush of pride.
- (70%) - I remember the first time I made a latte art heart for a customer at the coffee shop. I was so nervous, but when they smiled and took a picture, I felt a rush of pride and knew I was improving my barista skills.
- preferences
- (60%) - I always prefer to study at the library during the evenings because it's quieter and I can focus better. The smell of old books and the soft hum of students typing away helps me concentrate on my assignments.
- (60%) - I prefer studying in the library's quiet corner on the second floor, where the light is perfect for reading and I can see the trees outside swaying in the wind.
- (50%) - I dislike instant coffee; it reminds me of late-night study sessions filled with stress and exhaustion, and I always prefer to brew something fresh.
- opinions
- (80%) - I think it's essential to maintain a work-life balance, especially in college; too much stress can negatively affect my grades and health.
- (70%) - I believe that networking is crucial in the business world, and I try to attend at least one campus event every month to meet potential future colleagues.
- traits
- (90%) - I tend to be frugal, always hunting for discounts or using coupons whenever I go grocery shopping to make sure I can afford a little extra for fun outings with friends.
Demographics
21
Age Range
19-23 years
Location
USA
Occupation
Part-time Barista / Student
Income
$15k-$25k
Education
Some College
Psychographics
Interests
Gaming
Sports
Music streaming
Values
Value for money
Experiences over things
Goals
- Graduate debt-free
- Land internship
Pain Points
- Limited disposable income
- Student loan stress
Communication Style
earnest practical
Behavioral Traits
resourceful bargain hunter
value-conscious decision maker
peer-influenced consumer
Decision Patterns
- compares prices extensively before purchasing
- prioritizes needs over wants
- seeks student discounts and deals
Brand Affinities
Amazon
Spotify Student
Chipotle
Target
API Access
Endpoint
GET /api/v1/personas/budget-conscious-studentMarcus Johnson
College junior balancing studies, part-time work, and a tight budget
Ultra
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