Assignment 2: Four Pleasure Analysis

User Profile:

George is a 28 years old marketing executive living in Singapore.

He has a keen interest in photography since secondary school and have been taking pictures during his leisure time, but not on a professional basis. He then puts them up in his blog to share the pictures with his friends. He is also good in editing pictures with software like photoshop and often impresses his friends on the cool effects he did with ordinary pictures.

He likes to travel and will take leave from his work to go on a holiday with his friends or girlfriend. He likes beautiful scenary, and enjoys taking pictures of them. He wants to capture these moments so that they can still be well remembered many years down the road .  

During the weekends, he enjoys playing basketball with his friends whom he knew from the university. He treats this as a form of exercise to keep himself fit. He likes the team spirit forged with them by playing the sport.

He has a stable relationship with his girlfriend and they often spend their time together. They enjoy watching movies in cinemas and just spending quality time together, and having meals at high class restaurant occasionally.

He meets up with his other groups of friends on a regular basis for food, drinks or activitues like bowling, pool or karaoke. He thinks that it is important to keep in touch with these friends which will broaden his social circle and perspectives as they are from a variety of occupations. They are able to share their experiences with him and vice versa.

He is fashionable and has a good sense of style. His friends sometimes discusses about the expensive or cool-looking gadgets he have and he is secretly proud to show them off.

He makes an effort to bring his parents out for a good meal once in a while despite his working schedule. He maintains close relationship with his parents and stays with them. 

At work, he wants to climb up the corporate ladder with his own ability and believes that he can do that if he continue to put in effort in his work. He wants to earn more money to lead a more comfortable life. He is also saving up to buy a functional and aesthetical-looking car. With a car, it is more convenient to travel around with his girlfriend. 

To relieve the stress from his work, he likes to play action-packed console and online games at home. It helps him to forget the burdens at work and to relax. 

Four Pleasure Analysis of George:

Physio-Pleasure:

Physical activity(basketball) keeps him fit and in shape – Need Pleasure
He enjoys fine dining with his girlfriend on special occasions – Appreciation Pleasure

Socio-Pleasure:

George maintains relations with different groups of people for his basic social needs: his girlfriend, family and friends - Need Pleasure

He enjoys being in the centre of attention when his friends talk about his gadgets.  - Appreciate Pleasure

Psycho-Pleasure:

He has a very busy and stressful job. He plays games to keep himself stimulated and to relieve the stress from his work. – Need Pleasure

He has a sense of achievement when his friends praises his talent in photography or in picture-editing. – Appreciation Pleasure

 Ideo-Pleasure:

He is filial to his parents and brings them out for meals when he is free. – Need Pleasure

He has a sense of style and will not settle for anything less than his standards. (Eg for clothing or gadets) – Need Pleasure

He aspires to be successful in his career and to own a car in the near future. – Appreciation Pleasure

Product Benefit Specifications:

Classic, stylish or sleek looking to match with this style and status.

Good camera so that clear pictures of good quality can be taken. He can then take pictures very conveniently.

A reasonable amount of memory in the phone to store more pictures and other multimedia files.

Large screen to make it easy to play games, surf the net, watch video etc.

Bluetooth to transfer files n pictures easily.