CHAPTER 4
CONSUMER AND STAKEHOLDERS
4.1 CURRENT CONSUMER CHARACTERISTICS
4.1.1 Demographics
Age | · 30 to 55 years old (Young-to-midlife adults) |
Gender | · Both male and female |
Education Level | · Diploma · Degree · Master · Doctoral/PhD |
Occupation | · Full-time · Part time · Unemployed · Retired |
Income | · RM 2,000 to RM 10,000 |
Race & Ethnicity | · All |
Geographical Location | · Urban and Rural |
4.1.2 Psychographics
Personality | · Hardworking · Loves being with family · Intolerant with over-price food |
Attitude | · Extremely conservative in own views · Strong determination · Curious · Confidence · Well-behaved · Hearty |
Perception | · They perceive life to be healthy, energetic and unharmed. · From their view, price always the priority where affordable product is what they concern the most. · They are very nationalistic, and very brand loyal which they do not like changes. · They are very concern about healthy food. |
Learning | · They are mostly influenced by the media, especially newspaper and television. · Observation around the outdoor advertisements such as advertising boards and billboards could influence their needs and perception in life. · Gaining knowledge on the latest news through people around them such as family, friends and colleagues. |
Motivation and Needs | · The needs to have affordable and healthy food to their family. · Their motivation is to obtain the healthy foods that make their life healthier. |
4.2 STAKEHOLDERS' CHARACTERISTICS
4.2.1 Primary
Stakeholder | Criticality to Success | Concerns |
Supervisory Board | Medium | Supporting the company |
| High | Strong need to see initiative succeed |
| Medium | Concerned about the market shares |
| Medium | Concern about the international bakery industry |
| High | Concern about the confectionery industry |
| High | Concern about the marketing and bakeries industry |
| Medium | Help in manufacturing the company |
| Medium | Likes saving potential |
| High | Concerned about the market |
| High | Provides good quality products to ensure no negative impact from them |
| High | Distribute the products to the consumers |
4.2.2 Secondary
Stakeholder | Criticality to Success | Concerns |
| Medium | Monitoring the country business and economy |
| High | Concerned in promoting the brand |
| Medium | Contribute information through the community |
| Medium | Climax changed may affects the products quality |
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