Perry is a busy individual that has to handle both his work and study at the same time. Despite so, he maintains a motivated and optimistic attitude towards life; “living his life to the fullest”. This can be seen from his interests ranging from a spectrum of activities from outdoor sports like running, netball and floor ball to indoor activities like gaming. As such, his choice of favourite brands (Sperry, Red Wings, Dr. Martens, Fred Perry) reflects and conveys this image of youthfulness and quality lifestyle that he emphasise in his life.
ANALYSIS
In term of personalities, Perry possesses an introvert side which is represented by his love for compuer games and his extrovert side of enjoying the accompaniment of friends (seen from the sports and social night life he attends). Even though gaming is generally an individualistic activity, DOTA is a community game that allows players to communicate with each other. Therefore, Perry’s purchase decision can also be influenced by his peer groups.
From his lifestyle habit, Perry does not exercise discipline in terms of food and socialising, therefore, he would need products that can provide results in the most convenient way. The range of facial care brands that Perry uses are also upscale brands, indicating his willingness to invest in skin-care products. His regular usage of SK-II (at least once a day despite his irregular schedule) coupled with his positive experience with convinced us that SK-II is a brand that he put trust in.
Introduced by his sister at the age of 23, Perry is a seasoned user of SK-II. Nevertheless, with a active yet irregular lifestyle, Perry needs a product that produce results with the least amount of efforts put in. By continued provision of positive rewards and meeting his requirements, Perry and SK-II represent a best friendship relationship.
Perry.
