Chapter 5: Consumers and Stakeholders

5.1 Current Consumer’s Characteristics

5.1.1 Demographics

Gender

Female

Male

Age

15-35

Occupation

Athletes

Location

Urban

Income

RM 1500 and above

5.1.2 Psychographics

Perception: Health and fitness is important in one’s life

Learning: Fitness magazines, Internet, television

Motivation and Needs: Fashion, confident, health

Attitude: Loves to work out and being outdoors

Personality: Competitive, active, confident

Lifestyle: Busy, socially active, popular

5.2 Stakeholders’ Characteristics

5.2.1 Primary

Chairman

Overlook all decisions made within and for the company.

Stockholders

Monitor the revenue and company stock.

Employees

Receive salaries in exchange for working within the company to bring it sales.

Contact manufacturers

Provide the company with materials to manufacture products.

Loyal consumers

Use their own money to buy the company products.

5.2.2 Secondary

Distributors

To act as a gateway to bring the goods to the consumer.

Social media

To make the public aware about the existence of the company and its products