PATRICIA KOH
'Value Seeking Newly-wed' An accountant who prefers bright colours & embroidery in her dresses.
INDIVIDUAL ANALYSIS
1. Personality traits
Patricia is a value seeker as she will be willing to spend as long as she perceives it to be a bargain and is worth her every single cent. This is evident from her strong attraction to discounts and sales, especially for pricey brands like Zara.
Her interaction with Zara came about when she was working as an auditor with a comparatively higher and more stable income. However, Patricia did not enjoy the life she was leading then. With advice from her fiancé then, she decided to embark on her passion of teaching. She is now a self-employed tutor. This sudden change in lifestyle leading to depletion of disposable income coupled with the need to save for a flat may have resulted in her change in shopping habits where she is now more motivated by value buys and discounts.
2. Dressing and shopping style
Like most typical women, Patricia window-shops at any given opportunity, regardless of whether there is a need to. If there is something that catches her eye and she believes that it is worth the money, she will purchase it. However, if nothing is to her liking, she will not spend at all.
Her dressing style leans towards smart casual; with pants and dresses making up the bulk of her daily wear. She dresses down casually in shorts if she is not going for tuition or heading to town.
3. Daily activities
Patricia, a newlywed, usually spends most of her free time with her husband. They made a special effort to name a particular day each week as “dating day”; where they spend the whole day together, doing activities that they did when they were dating. Also, she enjoys eating or relaxing at a café with her friends when she is not tutoring kids. As such, we can tell that Patricia values relationships.
4. Brand relationships
Her relationship with Zara is that of a Compartmentalized Friendship. She has been using the brand for 6 years now but only purchases them during sales period. Should there not be a sale, it is unlikely that Patricia will purchase items from Zara. This is typical of a compartmentalized friendship where users only consider the brand under very specific conditions.
Also, Patricia enjoys using Zara and expects to receive quality clothing of good fit, signaling the expectations of socioemotional rewards from Zara, unlike in Flings where one expects nothing in return.
