PERSONA

Biography Motivations

Tomisa19-year-oldwhocurrentlylivesathomewithhisparentsand siblingsinthesoutheastofMelbourne Heisworkingasacasualretail assistantatJDSporttoearnmoneyfortheweekend Tomalwaysknows thenewestfashiontrendsbeforeithitsandwhenheisn'tworkinghe lovestoplaysportsandscrolltheinternetfornewwardrobeadditions

Personality

Haseasyaccesstothedigitalworldtopurchasethingshewants Loveshiscausaljob isrespectedbytheemployerandother coworkers

Prioritisesfriendsratherthanfamily

Goals

Traveltheworld

PlantogotoUniversityorstartanapprenticeship

Prioritisefriendships

SpendtimegoingtothegymanddoingthethingsIlove

Frustrations

Inflationhasmadelifemoreexpensive

Usessocialmediatoooftenandgetsdistractedeasily

Findsithardtohavelong-termgoals

Interests

Fashion trends

Sport Fitness

Reading

Apps

Based on primary research, 70.4% (Figure 1) of the audience identifies as male Moreover, they are between the age of 18-20 and belong to the Look At Me Roy Morgan value segment. This segment refers to a pattern of “youth and rebellion from the family or household” (Look at Me - Roy Morgan Research, 2022) The look-atme segment wants to be part of the in-crowd and look for fun away from home. This segment values fashion and the latest trends, which stand out from the group and is found among socially active teenagers who prefer to go out than stay home Lastly, as seen in figure 2, 63.6% of respondents work a casual job as they are “short-term thinkers” (Look at Me - Roy Morgan Research, 2022) who look at getting a job rather than a 9-5 career, as this “carries more responsibility” (Look at Me - Roy Morgan Research, 2022).

As the target audience has many interests including, fashion, sport, fitness and reading they fit into the Psychological Continuum Model due to the need to “satisfy deep-rooted needs” McClung, 2012) that are often unfulfilled in society. The target audience values their hobbies and interests differently and they aren’t all equal They have an awareness and attraction to reading, an attachment to sport and fitness and an allegiance to fashion. The target audience adopts the PCM as it promotes the “feeling of belongingness and selfworth”(McClung, 2012)

Moreover, the target audience expresses an emotional attachment to sports and sporting individuals as they “exert a major interactive influence on a range of socialisation outcomes” (McClung, 2012) This, therefore, creates customer loyalty and commitment which “helps organisations to gain a competitive advantage” (McClung, 2012) Therefore, the audience has a strong connection with sports, as they have a “physical and psychological” (McClung, 2012) association.

Lastly, the target audience has allegiance to fashion through the connection that “has become persistent, resistant to change, influences cognition, and produces consistent and durable behaviour” (McClung, 2012) for the target audience They have a strong emotional connection with the fashion world, where they attend events and produce online content that expresses this connection as it “encourages a direct experience” (McClung, 2012)