Gita is an Indian expectant mother who lives in Singapore. She is an Economic Master’s holder and worked as a Business Analytics consultant for 8 years, and currently works  for a US based MNC. Gita   came from an upper middle class family with modest background with both her parents’ working as government servants. Due to her family background, Gita strongly values the money she spends. Gita   used to travel frequently as a consultant before she became pregnant .As any other mother, Gita   is very concerned of her baby and is  extra conscious of the food that she eats . Gita belongs to conservative type and likes dark colors.

 

When it comes to travel, Gita   gives top priority to personal safety and   safety of her belongings. She also believes in planning her travel well in advance.  For travel luggage, the top brands that she prefers are Samsonite , American Tourister  and VIP (Indian Brand). Gita   prefers functionality at affordable price while choosing a luggage set. She values strength, functionality and light weight. Being a conservative person, she prefers dark colored luggage set with formal looks.

 

Gita   has a high level of brand awareness but not very brand conscious. She values quality, comfort and functionality more than brand value and does not really identify herself with any brand. She is loyal to some brands due to the product quality and value. She has been using Hidesign, Charles and Keith for hand bags and  Chanel for perfume, while Samsonite for luggage.

 

 To conclude, Gita   is a utilitarian who values functionality and quality of the product irrespective of the brand. We could not find any strong brand association for her. But she is a loyal customer of Samsonite due to the quality and affordable price. Her loyalty is majorly owing to the fact that  there is no close substitute and Samsonite was the first  luggage set she owned. According to the Susan Fournier model, Gita fits in the "Casual Friends" relationship form.