Chapter Four: Consumers and
Stakeholders
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4.1 Current Customer’s Characteristics
4.1.1 Demographics
· Age : 10 – 59 years old
· Gender : Male and female
· Education : Primary, secondary, tertiary
· Occupation : Students to working adults
· Income range : RM 1000 – RM 5000 >
· Allowance range : RM 100 – RM 500
· Race & Ethnicity : All races
· Geographical location : Urban and sub-urban
4.1.2 Psychographics
· Perception : A natural and healthy ice-cream product that has a lot of
nutritional benefits.
· Learning : -Print media (Flyers,posters,buntings,magazines)
-Digital media (Product reviews on blogs and websites)
-Broadcast media (Reviews on Kindori Japanese Ice-cream)
-Others (Promoters, friends and family)
· Motivation and Needs : -Looking for an easier and fun way to stay healthy
(All the nutritional benefits of fruits in a delicious
soft-serve ice-cream)
-Looking for products with a wide variety of flavours
(All the flavours imaginable in a single place)
· Attitude : -Willing to try products from lesser known brands
-Conscious about use of artificial sweeteners or preservative
-Willing to spend for the goodness of health
· Personality : Optimistic, eager and easy-going
· Lifestyle : Healthy, active and modern
4.1.2 Company’s study of its member’s demographics (Additional information)
Other than the characteristics of the current target audience, the company has also conducted a research on its members who have registered themselves in Kindori’s Membership Fan Club to find out about their identities. This helps to determine Kindori’s prime target audience within the membership audience, which also gives a definitive vision of what the target audience in general is made of.
4.2 Stakeholders Characteristics
4.2.1 Primary
· Board of directors
A director elects and appoints officers to act on major matters affecting the company and work close with them to achieve company goals besides overseeing the developments of the company. The weight of responsibility of these directors are high as they are responsible for the actions of the company.
· Shareholders
Contributes to the company by investing money in return of a share in profit.
· Employees
Contributes to the company by diligently carrying out their roles and meeting performance standards set up by the company, besides safeguarding the company’s assets against waste, loss and misuse.
· Consumers
Contributes to the company by purchasing their products and staying loyal to the brand, and giving feedback or suggestions concerning the products to help improve the quality.
4.2.2 Secondary
· Distributors
Kindori Malaysia Sdn. Bhd does not employ external distributors, the distributions of the product is wholly done by Kindori employees.
· Media
The media plays a vital role in helping to boost brand awareness and increase product publicity.
· Banks
Provides the company with funding and loans when expansion of business is needed as well as to assist in financial matters.
