Chapter 4 - Consumer and Stakeholders

Chapter Four: Consumers and Stakeholders

4.1   Current Consumers’ Characteristics

4.1.1. Demographics spread

a) Age: 13– 29 years old

b) Gender: Male and female

c) Education: High school, colleges and universities

d) Occupation: Students, white collar workers.

e) Income Range: - Students Allowance (RM400 – RM1000)

                               - White collar workers Income (RM1500 – RM3000)

f) Race & Ethnicity: All races and ethnicity

g) Geographical Location: Urban and sub-urban areas

  

4.1.2. Psychographic

a) Perception.: Loves a fun time with friends and family while enjoying a healthy dessert

                         that is both delicious and nutritious.

b) Learning: - Digital and social media influences such as Facebook, blog reviews,

                         websites and promotions offered online.

                      - Influence from recommendation by friends and families.

c) Motivation & Needs: - Looking for fun and exciting healthy dessert options to try out and

                                           enjoy it with friends and families.

                                         - Likes to experiment different type of flavors.

d) Attitude & Personality:- Loves to socialize and have a joyous life and are more inclined to

                                               purchasing healthier dessert products.

                                              - Jovial, sociable and loves to try new food.

e) Lifestyle:- Leads a healthy eating lifestyle, active life routine and may have a stressful

                       working life but knows how to take a break from it.

                    - Likes to be carefree and loves to spend time with families and enjoys

                       gatherings with friends.

4.2 Stakeholders’ Characteristics

4.2.1. Primary

The primary stakeholders of the company are from international countries. Their contribution

involves their expertise and knowledge in terms of improving the management and organization of the company and business.

·         Board of Directors

The board of directors is in charge of guiding staffs and employers in managing the

company to reach the organizations objective. They are also responsible in ensuring the

profit earned by the company and look after the assets of the current shareholders.

·         Shareholders

The shareholders are known as stockholders who contribute in investing money in the

company and earn a share in profit accordingly when the company achieves a certain target

but is subjected to loss when the company performs badly.

·         Employees

The employees are in charge of contributing to the company and perform jobs/tasks as

instructed by the company and receives their monthly wages in return.

·         Consumers

The consumers are individuals who have the power to purchase of the company’s products

depending on the product worth in terms of the product quality, thus contributing to the

company’s sales revenue.

4.2.2. Secondary

·         Distributors

The distributors are in charge of supplying the associated products for the company’s

business to be sold to customers.

·         Media

The media functions as a medium to advertise the products and create brand awareness to

the public to gain exposure on it thus expecting a growth in sales.

·         Banks

The bank helps the company in terms of financial situations and provides loans and funds

in order for them to expand their business.