the Scoot-Away

Day: 5th February

 

 

On the 5th of February, I had met up with Michelle for the one day observation activity. We agreed to meet up at 12pm at Kovan’s Heartland Mall for lunch. When we met up, our first task was to decide where to have our lunch and Michelle’s opinion was to have lunch at Toastbox instead of the nearby Hawker Centre as it was a really warm day. Hence, we proceeded to Toastbox for our lunch. Lunch ended at around 12.45pm.

 

With that, we decided to move to Nex Shopping Centre at Serangoon for some shopping. We arrived at 1.45pm and began shopping from the basement level.

 

I had observed that Michelle prefers walking into stores that were fashion related. At the first store, Charles and Keith, she had spent approximately 15 minutes walking in the store but nothing caught her eye. This was followed by the MDC Fashion store located opposite Charles and Keith and no purchase was made as well.  Next, we went to Watsons. At Watsons, Michelle shopped mainly for cosmetic items. It seemed that when she shopped for cosmetics, there was a sequence as to which brand to look at first. First, she went to the Maybelline counter, followed by ZA, Canmake then Silky Girl. At approximately 3.30pm, she suggested stopping at Starbucks for some coffee and I chatted with her regarding her decision making criteria. Overall, I found that she was rather price sensitive but also brand conscious. This was because when she entered the Watsons store, it was clearly evident that she went to the Maybelline counter first and scanned for promotions which are typically placed in at the center of the rack at eye level. True enough, she did pick up the eyeliner which was a new range and on sale at $6.90. As I spoke to her, she had mentioned that value for money was key to her decision making choices. For instance, she does invest in pricier cosmetic brands such as M.A.C and SK II because she believed that the product works for her.

 

Next, I proceeded to find out more about her preferences for airlines. It seems that Michelle had a good idea of the promotions that Scoot executes because of their strong presence on the social media platforms like Facebook, compared to other airlines which she does not know much about them except being budget airlines. It is also found out that Scoot was never her first choice for an airline as comfort is more important than price for her. To her, Scoot attracts only in terms of price point. If she needs to take a budget airline, only price matters to her. Hence, it is more of a spontaneous kind of decision making rather than a long planned getaway. As quoted by her, it was a kind of “Buy First, Talk Later” transaction. Additional services did not appeal or waver her decision making criteria.

 

We ended the day with dinner at 630pm at the Nex Food Court and parted ways at 730pm.