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Customer Persona – Gift Seekers (1/3)
Prashant
Singh
I am looking for an exclusive gift for my wife’s birthday that she would cherish for life Age 35 Years Marital Status Married Occupation Consultant
Motivatio
• Wide range of options^ ns
- (^) Cost effective
- (^) Online presence (less time to visit the store personally)
- (^) Customer Reviews
- Buy during sale/festive discounts
- (^) Brand Affinity
- (^) Appreciation/praise from his wife
Frustrations/Pain
• The desire to buy something Points
exclusive/unique
- (^) Time constraint
- Get the right gift and the right price Location NCR
Factors Influencing Buying
Decisions
Variety Price/Value for Money Brand Affinity 65 % 90 % 55 % Convenience 25 % Customer Reviews 90 % Exchange Option 97 %
Marketing
Preferences
- (^) Communication through apps/social media
- (^) Ads of similar products seen earlier
Personality Traits
- (^) Aspirational Buyer
- (^) Represents brand with quality & value
- (^) Not a frequent shopper
- (^) Prefers buying something with a repeat value
Customer Persona – Gift Seekers (2/3)
I am looking to gift a piece of jewelry to my 23 years old daughter for Diwali. Age 48 Years Marital Status Married Occupation Runs a boutique clothing store
Motivatio
• Wants to buy premium yet stylish ns
jewelry that her daughter will like
- (^) Likes a balance of traditional and modern designs
- (^) Isn’t very concerned about price point
- (^) Brand value is important for her
- (^) Feels Diwali is an auspicious time to buy jewelry
- Wants her daughter to wear this for Diwali party
Frustrations/Pain
• Struggles finding a design that appeals Points
to her and her daughter both
- (^) The physical jewelry stores in her area don’t create subtle designs that her daughter will like
Factors Influencing Buying
Decisions
Variety Price/Value for Money Brand Affinity 90 % 60 % 80 % Physical store presence around her Peer/Friend Reviews 80 % Location Chandigarh Exchange Option 70 %
Personality Traits
- (^) Affluent lifestyle- takes India and international trips frequently, socializes a lot with friends over kitty parties, club dinners
- (^) Has become comfortable with social media and online shopping
- (^) Still prefers to visit the store and buy jewelry
Karishma
Ahuja
Marketing
• Preferences Discusses jewelry brands/celeb looks with
her friends at parties
- (^) Follows many jewelry brands on social media 90 % Good Designs 90 %
Customer Persona – Self Buyer (1/2)
I am looking to buy a piece of jewelry that epitomizes my style- chic, modern, elegant. Age 31 Years Marital Status Married Occupation Marketing Head, FMCG company
Motivatio
• Looking for unique, modern^ ns
designs
- (^) Wants jewelry that she can wear to work, or an evening dinner with friends
- Feels confident wearing her jewelry
- (^) Likes to shop online since her job allows little time
- (^) Prefers a brand that understands her elegant style statement
- (^) Likes to buy new jewelry to celebrate moments (promotion) and festivals (Diwali)
Frustrations/Pain
• Many brands don’t create minimal, Points
elegant designs that she likes.
- (^) Time constraint with her busy schedule
- Not enough variety available under one brand.
Factors Influencing Buying
Decisions
Variety Price/Value for Money Brand Affinity 90 % 70 % 80 % Good Designs Customer Reviews 80 % Location Bangalore Exchange Option 57 %
Personality Traits
- (^) Young, independent working woman
- (^) Interested in fashion, jewelry, trends
- (^) Loves to shop online
- (^) Prefers buying something that matches her style
Shreya
Oberoi
Marketing
• Preferences Follows many jewelry brands on social
media
- (^) Buys through app after looking at ads, websites 90 %
Customer Persona – Self Buyer (2/2)
I have a lot of jewelry, but I am now looking for something with a modern yet everyday wear look Age 50 Years Marital Status Married Occupation Housewife
Motivatio
• Looking for unique, modern^ ns
designs
- (^) Wants jewelry that she can wear to everyday as well as during her social gatherings
- Feels confident wearing new designs
- (^) Prefers a branded piece that resonates with her taste and style
- Likes to buy new jewelry often and get the older one exchanged
Frustrations/Pain
• Many brands don’t create classic designs^ Points
that can be worn daily as well as to gatherings
- (^) Exclusivity with each piece she buys
Factors Influencing Buying
Decisions
Variety Price/Value for Money Brand Affinity 90 % 15 % 80 % Good Designs Customer Reviews 60 % Location Delhi Exchange Option 90 %
Personality Traits
- (^) Housewife, husband is a businessman
- (^) Interested in new age fashion, jewelry
- (^) Prefers buying something that matches her style and can be worn and appreciated in her social group
Neelam
Malhotra
Marketing
• Preferences Follows many jewelry brands on social
media
- (^) Buys through apps post seeing display ads or visits the store if she happens to be 90 % Making Charges 50 %
