the Scoot-Away
About Me
Age: 52
Education Level: 'O' Levels
Relationship Status: Married
Most Frequent Modes of Transport: Taxi
Hobbies: Watching TV
Brands I Like: Darlie, Pantene, Kirei Kirei
Brands I Want: Rolex, Mercedes
Profile #4 : Peter
Background of Peter
Peter is currently working as a taxi driver in Singapore. His lifestyle tends to be more relaxed in the recent years after his eldest daughter entered into the workforce and the youngest son is currently pursuing his studies on a scholarship. In his free time, he likes to spend time with his family. Sometimes he will cook up a good meal during the weekends for a simple family gathering. Apart from that, he also enjoys meeting up with his friends and going away for short trips to countries like Malaysia. Due to his hectic work schedule, he seldom has time to travel far hence his wish would be to visit more countries after his retirement with his family.
2010 - present
2010 - present
Brand profile
No-Frills Approach
Peter is a very pragmatic individual. To say he even browses through products he does not need would be an overstatement. As a consumer with high self-control, Peter buys only what he strictly requires. In one of his diary posts, Peter mentioned that “Time is money”. If framed into a purchase choice, it would be logical to assume Peter’s choice of brands must satisfy the fundamental functional purpose of the product because spending time choosing the same product offered by more than 1 brand would simply mean a waste of money.
Realistically Big Dreams – An Irony or a Choice?
Brands which come to Peter’s mind when asked for those he liked were those of daily use and have lasted the test of time. Brands such as Pantene and Darlie belong to common necessities, and Peter’s strong recollection of them as brands he like displays a correlation between frequencies of usage to level of satisfaction. On the other hand, Peter listed highly regarded luxury brands such as Rolex and Mercedes when prompted for the brands he wanted. Very interestingly, despite the brands being simply classified as luxury good on the surface, the product lines that the brands actually carry are very practical. Rolex carries watches while Mercedes is known for her Automobiles. Both watches and cars are items which Peter interact with on a daily basis, which provides a parallel lifestyle comparison to the one that Peter is currently living in.
Relationship with Travelling
The most salient point about Peter’s relationship with travelling would be his understanding of the word “Favourite”. When asked for his favourite airline, Peter’s reply was to associate Singapore Airlines to the “best” airline. The association of “best” with “favourite” undermines the common understanding of “best” but amplifies Peter’s brand selection process. This is because to Peter, the brands he like are those that have stood the test of time, and yet even though he travels only once every 2 years, Peter identifies Singapore Airlines as his favourite airline. Specifically in the context of travelling, Peter puts aside all thoughts about “Value for Money” and focuses his attention to comfort. There is no mention of price as a factor for consideration when Peter talks about flight purchase, and even mentions “indulging” and “enjoy(ment)” within 1 sentence.
Relationship with Travelling: Childhood Friendships
Relationship with Scoot: Enmities