the Scoot-Away

Brand profile

 

Value for Money

 

Not one that gets involved in the necessities of the household, Brian hardly steps into supermarkets to buy groceries or grab items needed for day to day use. However, from the 1-day observation, it is evident that his usual shopping habits apply. Brian is a practical consumer. He buys when he needs to and indulges in items or services only if he believes it will give him the post-consumption satisfaction he seeks. Brian shows that making a decision between 2 items is often a simple process – choose the cheaper option of both items satisfies the same need and is less likely to reduce satisfaction after consumption.

 

Context-Based Expenditure

 

There were two occurrences where Brian displayed an ‘anomaly’ in his product choice. The first was his encounter with the beer shelf in the supermarket. Although following his usual train of thought should have brought him to purchase Tiger Beer instead of Heineken, Brian had selected Heineken and seemingly ignored the higher price. When I asked him why he had made his choice later in the day, Brian mentioned that his father prefers Heineken to Tiger Beer. He then casually added “I’m not really a Tiger fan anyway”. We could view Brian’s choice as simply a “I don’t like it thus I don’t buy it” approach, yet because of the choice’s attachment to his father, it is legitimate to conclude cost is not a factor when the indirect consumer of the product requires high purchase involvement.

 

Relationship with Travelling

 

Brian loves to travel. It allows him to ‘break-free’ from societal norms and restrictive landscape back home. His adoration for planes and the delight when working with aircrafts only boosts each travelling experience he embarks on. Travelling takes Brian to another reflective dimension, be it part of his dream of being a pilot, or simply a different environment that permits a natural recharge to his daily activities. He takes things in stride – Brian views budget carriers as “Just another service provider”. He believes that as long as the plane can take him to his destination at the lowest cost possible – problem solved. It is only when family is involved that price becomes a secondary condition, and comfort is given priority in carrier selection.

 

Relationship with Travelling: Committed Partnerships

Relationship with Scoot: Compartmentalized Friendships