Monday, January 28, 2013

Chapter 4 Consumer and Stakeholder

4.1 Current Consumers’ Characteristics
4.1.1 Demographics
Age : 18 to 35 years old
Gender : Male and Female
Education : Undergraduate, postgraduate and above
Occupation : Homemakers, students to working adults
Income Range : RM1000 – RM4500
Allowance : RM200 – RM 1000
Race & Ethnicity : All races
Geographic Location : Urban

4.1.2 Physiographic
Perception : Consumers who want something in a short time without waiting for long, seek for materialistic, image appearance, social awareness, high quality food and services.
Learning : Newspaper, social network, magazines, blogs, friends.
Motivation & Needs : Good service, feel the delicious and satisfaction of food while enjoy the environment in the restaurant.
Attitude and Personality : Loyalty, value for time, brand and taste conscious
Lifestyle : Workaholic/ busy and passion with their work with standard society who cares of being together with family and friends

4.2 Stakeholder’s Characteristics
4.2.1 Primary

- Chairman
Chairman is responsible in setting up goals and supervising company business and development with the board of directors.

- Board of Directors
Directing and managing the employees to achieve company’s goals.

- Shareholders
Investing money to the company in interest of a share on its profit.

- Employees
Work for the company in cooperation with their directors in order to achieve company’s goals.

- Consumers
Spending money for the goods produced by the company which contributes to the company revenue.

4.2.2 Secondary

- Distributors
Provide service and good while earning from the service provided.

- Media
Helps company to advertise the brands and the products to create awareness among consumers when the company willingly invests for a scheduling time.

- Banks
Provides loan as funding backup to the company and as a finance agency that makes financial procedure easier.

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