CHAPTER 4

CONSUMERS AND STAKEHOLDERS

4.1Current Consumers’ Characteristics

4.1.1 Demographics

·         Age                                    : 18 – 25 years old

·         Gender                               : Female

·         Education                           : College & University

·         Occupation                         : Student & working Women

·         Income range                      : RM 500 – RM2500

·         Race & ethnicity                 : 90% Malay, 10 % others

·         Geographical location          : Urban and Sub-urban

 4.1.2 Psychographics

·         Perception: Consumers look for quite expensive products in good quality that suit their needs.

·         Learning: Advertisements, in shopping mall by testing the free samples, Newspapers, Magazine.

·         Motivation & needs: Consumers will get motivated by the variety of cool colors offered by the brand that can help them to do a great makeover and create an attractive look for them as well as able to satisfy them

·         Attitude & Personality: Stylish, Cool, Confident

·         Lifestyle: Outgoing and Entertaining

 4.2 Stakeholders’ Characteristics

4.2.1 Primary

·         CEO & Managing Director - Directing and guiding the employees so that company runs nicely.

·         Board Members - Discuss financial staff, helping to fulfil company’s mission.

·         Investor – investing money during start-up of the company with interest of share of profit

4.2.2 Secondary

·         Media: helps in advertise the brand and products, create awareness among the consumers by campaign, events etc.

·         Consumers - spending money for the products distributed by the company and help in company’s revenue

·         Public figure: Also help in promoting the brand and to attract the consumer