Qi Fen, a mother of 3, is a typical Singaporean mother and she is at the stage where her life currently revolves around her children and husband – her family. As seen from the observation and diary, she spent more than half of her day taking care of her children and handling her family needs. Thus, Qi Fen is a practical woman where by she uses products that have proven to be effective as she is a very busy mother and needs to see results of the products.
ANALYSIS
As beauty products are meant to boost a women self-esteem and provide emotional support, the main influence for Qi Fen is her friends. Although she may not be currently spending much time with her friends, she will always cherish the time she spent with her friends and their recommendations matter to her. As mentioned in her diary, her friends are the main reason why she has chosen to use SK-II products. They are the ones that got her curious of the products.
From her diary, we would not classify Qi Fen as a loyal customer of SK-II and there is no doubt that she is a highly potential loyal customer. The main reason is because Qi Fen still does abit of brand switching as seen from her shelves, there are still many other products. Furthermore, there are even 2 products that provide the exact same benefits. However, Qi Fen is a customer that is all ready to settle down for a long-term relationship with a brand as she clearly knows what are the qualities of the brands should have that define her. On top of these, the product performance and the service SK-II provides at their sales counter have captured the heart of Qi Fen as a consumer. She is generally satisfied or even more curious to try out the other product range of SK-II so much so that she has to get her friends to buy it. Therefore, using Fournier, we would classify Qi Fen as having a courtships relationship with SK-II.
Qi Fen.
