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.