Being from a well-to-do family, James was send to London for his studies to become a barrister after his national service in Singapore. He is still a barrister-in-training and it is his hope to carry out his practice there after graduation. He is most probably going to get a job there with the connections that his father has with a major law firm. He has no intention of being back in Singapore in the short term.
He is the youngest child in the family, and has two older brothers who are doing rather well in their respective jobs as a doctor and lawyer. His father owns an insurance company. Because of his background, James always has the freedom to do whatever he want without restraints as everything at home is always being taken care of by his father and older siblings. On the other side of the coin, this make James feels rather dependent and passive at home as no one in the family seems to need him.
He loves his life as a student in London where he hang out with friends who are mostly other Singaporeans studying there like him. They take pleasure hitting on the English pubs and watching football matches there. They also frequent parties held by their schoolmates. James takes a lot of care dressing up for these occasions. He also has a humorous and charming personality; this makes him the centre of attention in the parties easily. He enjoys the attention and feels relied upon by his friends there.
James loves driving and takes pride in his ownership of the Lamborghini Gallardo, a present from his father on his twenty-first birthday. He takes pleasure discussing about the specifics and maneuverability of his car among his guy friends, and enjoys the admiration he gets from the ladies.
He also goes to the gym, albeit not that regularly. He is not a very disciplined person, but knows that he needs to exercise regularly to keep himself in shape. It also helps to keep his mind off things when he feels troubled. Besides, a little bit of muscles toning is always good at attracting attention of the ladies!
Four Pleasure Analysis of James
Physio-Pleasure
- Dress up for parties (appreciation pleasure)
- Goes to the gym to keep himself fit (needs)
Socio-Pleasure
- His relations with his friends are very important due to the lack of attention he is getting at home.
- He frequent social events to be with his friends and get attention from the ladies.
- His ownership of the Lamborghini also eases the process of making conversations with his friends.
Psycho-Pleasure
- James does not get his sense of accomplishment from excelling in his education, or to get a good job upon graduation as he knows that everything is more or less planned.
- He gains satisfaction by attracting people’s attention with his humor and charm. This makes him feel needed by his peers. (Need)
- Exercise to keep his mind off things – things that are usually related to his family.
Ideo-Pleasure
- James leads a sophisticated lifestyle, and loves to appear to be so as a reflection of his style and good taste.
- He is a non-conformist and likes to do things his way due to the ease of getting what he wants when he wants it.
- He enjoys the freedom he gets by being away from his family, and feels liberated by his independence overseas where he can make decisions for himself.
- In terms if his moral value system, he does not have a religion. He sees laughter and fun as important elements of a good life. That is why he enjoy reading works of humorists who make a joke out of all ordinary and banal stuff.
Mobile Phone – Products Benefits Specification
Appearance:
· Sleek, slim, lightweight and compact -- Need
Men generally like to place their mobile phones in their pants’ pockets.
· Responsive keypad – Need
Basic functionality is essential.
· Image enhancing – Appreciation
Can show an image of prestige:
For an instance, a wide screen with touch screen function plus key pad may give an image of higher class status and prestige due to the association of touch screens with PDA and wide screens with iPhones and many 3G phones.
Can shown the unconventional and fun side
This can be done by creating different innovative forms of the phone (i.e. slider phone plus touch screen?) or by experimenting with the colors.
Technical Aspects
· Ease-of-navigation and use interface – Need
This helps the user to attain a sense of accomplishment as he easily navigates through the content.
· Top-notch technology – Appreciation
Having top-notch technology in the mobile phone improves the image of the user.
- WIFI services will be a must due to its status as the new and coming technology.
- Organization skills of the mobile software will also be essential in keeping track of the user’s busy social life. - Good camera quality with xenon flash are also elements to show-off during social functions
Others
· Status item with high pricing and limited production
· Preferably, the mobile phone will be produced by a brand name associated with exclusivity
