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As a student, Alex follows a structured routine with regular meet ups and spontaneous events. He belongs to the new era of male consumers that are conscious about their appearance and pursues a balanced lifestyle.

 

Being a technology savvy person and some who loves to communicate, Alex has no lack of information to serve his budget conscious spending habits; being able to obtain value at lower cost would greatly appeal to him. Therefore, his purchase decisions normally follow a routine evaluation of the information available against his personal requirements for the product.

ANALYSIS

Alex also leads an active lifestyle, frequently participating in sport activities like badminton, gym and running. From the diary, status and look good factor means a lot to Alex, as the ambassadors and product packaging were able to give off a “prestige feel”, closely related to the ideal image he wants to achieve. The need to associate himself with his ideal image can also be seen in his shopping habits of keeping himself updated with fashion brands as well as the Nike Run. Therefore, with constant outdoor exposures and the need to upkeep an image, Alex is serious user of beauty products and his purchase decisions can be largely influenced by the presentation and the image the brand will reflect onto him.

 

Started only in March this year, Alex can be considered a relatively new user of SK-II products, and is still in the period to find out whether the product suits his needs. Judging from the array of brands used in his beauty regime, Alex seems to have a preferred brand in each of the category. Therefore, if SK-II is able to effectively meets his needs, there would be a high possibility that Alex will become a loyal supporter of SK-II despite his budget conscious spending habits. 

 

Considering the fact that Alex is still a relatively new user of the brand, the relationship between Alex and SK-II is still in the courtship period; evaluating the suitability of each other and committing only when affirmed.  If SK-II continues to meet expectations, the relationship would then advance to best friendship, portraying the consistent image that Alex seeks to achieve. 

Alex.

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