Samantha's Analysis

About Me

Age: 21

Education Level: Undergraduate

Relationship Status: Single

Most Frequent Modes of Transport: MRT, Taxi, Family Car

Hobbies: Photography, Sports, Blogging

Brands I Like: Apple, Disney, Sanrio

Brands I Want: Kate Spade, Tiffancy & Co

Profile #5 : Samantha

Background of Samantha

Samantha is currently in her second year of studies, and is heavily involved in a wide range of activities. She helps out in her family bakery business, with which she helps bake and design cakes and pastries; runs a lifestyle blog at www.samanthawhang.com, where she does advertorials for lifestyle brands; holds the position of Director of Bizcom Univantage, the official student card scheme of SMU, which sources discounts for SMU students; and is active in church, serving in Hope Church Singapore’s HOPEKid’s ministry, while also attending a University lifegroup and Saturday services weekly. Despite all these commitments, she still values the freedom to travel and travels frequently. She is highly active of social media, garnering a large following for platforms such as Instagram and Twitter. Samantha markets herself very well, and adorns her trademark flower accessory, which makes her instantly recognisable anywhere.

2010 - present

Brand profile

Opportunity seeking

Adopting a ‘you-only-live-once’ attitude towards life, Sam is adventurous when it comes to trying new brands. Similar to how she occupies her life with a multitude of activities, she is open to purchasing new items or consuming new brands if it means she can experience more of what the world offers.

Early adopter and relational

As Sam also runs a blog that does advertorials for lifestyle products, she takes it upon herself to be the first to try new things to learn about brands worth acquiring, and then takes delight in recommending it for others. Sam is also relational when it comes to her purchase decisions; she believes in influencing her followers and likewise in being influenced by her friends. The word-of-mouth influence plays a big role in her consumption habits.

Relationship with travelling

Samantha loves travelling and believes it keeps her independent. She loves exploring cities, even if it means getting lost in them. If she could, she would just go the airport, buy a plane ticket and take the first flight out and begin adventure. But while she identifies strongly with Scoot’s spontaneous travel attitude, she has yet to grow a strong loyalty towards it; her travel decisions are ultimately ad-hoc, dependent on balancing the factors such as price, comfort and duration of flight.

Relationship with travelling: Committed partnerships

Relationship with Scoot: Flings