Reverse Market Analysis for target user of: Designer Hand Bag

Perhaps out of the many other fashion items, women hand bags reflect directly the kind of status and personality of the carrier. The expensive price tags of some of the designer hand bags are a sign of achievement, especially amongst high profile career women who always strive for better success. The following description exemplifies such a profile:

Alice, a 26 years old sales executive living in Singapore.

She has been working in a relatively successful Software house for the past three years; first real job since leaving university, where she obtained credit pass degree in Business Information Systems.

She is very hard working and wants to earn as much money as soon as possible. As a Business graduate in a software company, she lacks the technical knowledge to promote the features of the products; however her strong work ethics, her charm and hospitality has brought her many favors from her employer as well as potential clients.

She is very fashion conscious, not only because it makes her feel confident, but her job requires her to be presentable when offering deals to potential clients. She is attractive and she takes care of her diet well to avoid unhealthy lifestyle, however she does not have time to exercise.

Alice is currently single, having just broken up with her university sweetheart. Alice is an independent girl who does not like the feeling of clinging to a particular person during most of her free time. Alice spends most weekends with her girlfriends for coffee and at night, she goes clubbing/ partying with her friends. She is a relatively introvert girl who would not start a conversation unless initiated by someone showing interest in her, but once start talking she couldn’t seem to stop. She also likes to go shopping and hunt for bargains, and she always look for the cheapest deal available. However, she is not shy to spend lavishly on items which she felt can help her exert her confidence and esteem.

Alice lives alone in her studio condominium and she keeps a lot of pets. She has a hamster and a puppy whom she enjoys taking care of. Her parents live overseas due to work commitments and her siblings are still studying at local universities. She calls her siblings once a week and assists them in whatever way they need. She also helps her parents to support her siblings’ tuition fees.

Alice is quite religious and never fails to attend her weekly religious service. She is also involved in her weekly religious community activities, where she enjoys sharing her personal thoughts and reflections.

Four-pleasure analysis

1.Physio- pleasure

• Her job requires her to be presentable so she needs to keep in shape – need pleasure
• Keeping a healthy diet keeps her fit – Need pleasure
• When she goes out for coffee, she often indulges herself with cakes and ice creams – Appreciation pleasure

2.Socio-pleasure

• To fill in the void of having broken up with her boyfriend, Alice enjoys spending time with her friends/ religious group – need pleasure
• Alice prefers to have people approaching her so she effectively uses her charm and classy appeals to attract people's attention– appreciation pleasure

3.Psycho – pleasure

• Perhaps due to her financial needs, she enjoys the feeling of getting the best savings out of the best deals- need pleasure
• She likes nurturing and takes care of her pets well – appreciation pleasure

4.Ideo-pleasure

• She likes her freedom in order to be actively involved in group activities– need pleasure
  
• She is a very filial daughter and takes pride in helping her parents pay her sibling’s tuition – appreciation pleasure

Physio	Socio	Psycho	Ideo
Keeping fit and attractive	Attention from people	Financial relief	Independent
Healthy Eating	Friendship with a lot of people	Nurturing	Family Responsibility
Indulgence

Product benefit specifications

• Fashionable design to exert independence, high self esteem and taste (Ideo- Independence, and Socio- Need for attention)
  
• Personal organizer which includes food diary, complete with calorie monitoring system(Physio- need to keep fit) and also financial organizer to keep track of personal savings (Psycho - financial relief)
• Automated Contact List sorter based on person most contacted or special people. (Socio - pleasure for friendship)
• Snap-a-Contact: Special camera mode to take photo of a newly acquired contact and associate it/ prompt to enter a contact number (Socio - pleasure for friendship)
• A pet-nurturing interactive mini game for quick entertainment (Psycho - pleasure for nurturing)

Reference Design: