the Scoot-Away

Brand Profile

 

Price is only a Factor

Michelle has an adventurous side. Despite being loyal to a number of brands in the cosmetics category, she is willing to try new products should they be value for money. However, price is not the only determinant of Michelle’s brand pursuits. If an item is perceived to be able to satisfy the same emotional need she has been getting from another brand providing the same item, Michelle will also give it a try. Likewise, if the product fails to satisfy her needs that were originally met previously, or that the lowered cost did not meet its value, Michelle would have no problems switching back to her original brands.

 

High Awareness of Product Alternatives

As an adventure seeker, Michelle keeps herself updated with what brand alternatives have to offer. This provides her with relevant information to allow her choice set to broaden, should she decide to give a new product a try. With her “Buy first, talk later” frame of thought, Michelle does not regret the decisions she makes to try new items. Her only rebuttal to a bad experience would be to avoid that brand in the future. However, being a very knowledgeable consumer, Michelle would always keep all options open until the final purchase is made.

 

Relationship with Travelling

Michelle travels a few times a year. She prioritises comfort over value for money when it comes to carrier selection. This is especially so when her travel destination is further away. Michelle would like to travel more frequently than she already does, and expand her horizons with a trip round the world. She prides herself with the knowledge she has about various airlines, both budget and full service carriers alike. Although she is up to date with promotions from budget carriers like Scoot, she is not swayed by the low prices because her focus still lies within the boundaries of comfort and convenience.

 

Relationship with Travelling: Best Friendships

Relationship with Scoot: Kinships