Nicholas's Analysis

About Me

Age: 25

Education Level: Undergraduate

Relationship Status: Single

Most Frequent Modes of Transport: MRT, Taxi

Hobbies: Playing Music, Wakeboarding, Travelling

Brands I Like: Google, Apple

Brands I Want: Not much in particular

Profile #3 : Nicholas

Background of Nicholas

Nicholas is a man of many interests and talents. Not only can he play a variety of instruments and sing superbly, he is also a highly accomplished sportsperson, having broken youth records in his junior college days for Track and Field. He is currently in a transition phase, having just graduated and is looking for a job. A Finance major, he’s passed the CFA Level I exams and is currently pursuing the CAIA Level I qualification. Nicholas also enjoys travelling the world, having explored many continents and cities on his own, with friends through short trips, international summer school programmes, or holidays. He believes that seeing the world will broaden his perspectives, allowing him to break from mould of succumbing to peer pressure and narrow mind-sets of Singaporean students. Where brands are concerned, Nicholas is fairly utilitarian, not desirous of luxurious brands, but focused only the brands with which he has high exposure to.

2010 - present

Brand profile

Utilitarian consumer

Nicholas finds himself not owing particular allegiances to brands but approaches consumption from a functional and case-by-case standpoint. He values keeping things flexible, and is more purpose driven when it comes to his expenditures. Every context is different, and his consumption behaviour is driven from the situation’s particular need.

Accommodating and relational

Although Nicholas does not mind spending more on travel (so long as it’s value-for-money), when it involves others he will always accommodate to suit their budget constraints. He believes in maintaining relationships and likes to keep his preferences flexible and compatible with his travel buddies.

Relationship with travelling

Nicholas enjoys travelling because he feels it takes him away from the pressures of home. Even a quick trip can prove very relaxing and therapeutic. He is a fairly spontaneously traveller, being able to commit to a trip a week in advance. To Scoot’s brand identity, Nicholas is discerning and feels fairly indifferent toward it; he finds that the actual functional characteristics (legroom, journey experience) is more important to him, and he would rather make ad-hoc decisions than incline towards an airline.

Relationship with travelling: Best friendships

Relationship with Scoot: Casual friends/buddies