Ginny and my wife are work mates at a leading financial institution based out of Singapore. Ginny is a Singapore Chinese and her job description requires meeting stakeholders, liaising with corporate headquarters  with change management issues and ensuring business process are rolled out effectively and efficiently. She is always involved in meetings, calls and building relationships in her organization from top management to process executives.

 

I have met Ginny a few times and, at an occasion, after a business day, saw her carrying a Samsonite shoulder bag.  I new then that she would be an ideal subject to record my observations- as a brand anthropologist…super cool!

 

The girls were  planning a trip to Perth Australia, I went over to Ginny’s place and brought along my wife’s Samsonite.

 

Ginny was packing her bags with my wife helping, I noticed that she has a Samsonite, 2 luggages black in color, one of the luggage has a curvy shape, nice looking and elegant black. Could be a cabin back that has the 7kg limit. It was canvas built. Looked around the room, just a glance, and saw another Samsonite, couldn’t make the model but could have been either the Essence Pro or Viz Air Plus. I knew she has the backpack, did not see it lying around. Wonder if she replaced the Samsonite backpack?

 

We spent the first part of the day at Ginny’s apartment. The flight was in the evening so ample of time for me to observe. The bags were packed in an hour or so. I could differentiate the bags, both black, but wondered how the girls will recognize each bags on arrival in Perth. Whatif all the passengers were carrying Samsonite black. Tough!! However, the girls used different external locks, TSA approved type, one was matt silver and the other “Pink”. OK..that was the differentiator, LOL.

 

It was late afternoon, we were getting ready to leave for the  airport, 20 min away. As we were moving out of the house, I eye chance upon the Samsonite backpack, hidden behind the other bags.  Ginny was not taking her backpack but rather a waist pouch, a substitute?

 

At the airport, the luggage  were not bubble wrap, I usually have mine wrapped. The bags were checked in, I said my goodbye to Ginny. Told my wife to have fun.

 

Saw the girls go through immigration, waved and left for home.

 

Conclusion

Ginny is a young working adult who is career driven, outspoken, outgoing and passionate about travelling and photography. She spends a lot of time networking and lately, travelling around the asia-pacific region. She values brands and is associated with some brands.  Her career and lifestyle takes her around the world, attending and hosting delegates.

 

Her Safety, her luggage safety, her luggages arriving on time and she prefers her cabin bag to be luxury product (Tumi, Prada etc).

 

She is a loyal Samsonite user who has been using the Band for over 8 yrs. She has a variety of Samsonite, which are used in different occasions.

 

Based on her associations some bands but strong relations to others, especially Samsonite, Ginny should be considered

 “Marriages Of Convenience”

 

“Long term, committed relationship precipitated by environmental influence versus deliberate choice and governed by satisficing rules”

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Summary of Diary

Ginny Chong uses her Samsonite bags, Viz and Backpack almost every other day. The different bags are used depending on the occasion and type of day she has. If it’s a busy day with meetings and lots of files and folders to carry, Ginny uses her Viz otherwise she uses the Backpack. She prefers her backpack when travelling on the train. If she carries her Viz, she takes a cab to the office. Her current collection of Samsonite bags are all in black.

 

Her complain of the Samsonite Viz is the wheels, it gets dirty and she has to clean it.

 

She is associated with the brand based on her comments such as (1) “Viz is a good bag…” (2) I can squeeze all my things into the backpack, files and folders, IPAD, laptop and some of my personal things. (3) the bags look more formal and goes along with business pants and shirts.

 

She did mention in her diary that there was peer pressure initially when she started using Samsonite. However, now her responses reflect a functional user who is associated with the brand based on his characteristics.

She also finds Samsonite bags elegant, classy and durable. Her usage of the brand has been 10 yrs.

 

Also she is now considering purchasing Samsonite IPAD sleeves.

Her behavior and responses indicate that she is loyal customer and she intends to vertically extend into other Samsonite products.

 

Ginny has a open question in the diary:

 

What will be great if I could trade in my old Samsonite and get a rebate/discount to purchase a new Samsonite, get a bigger discount if I purchase a different color the second time?