CHAPTER 4: CONSUMERS AND STAKEHOLDERS

4.1 Current Consumers Characteristics 4.1.1 Demographics Age Gender Education Occupation Income range Race & ethnicity Geographical location : 25 to 35 years old : Male and Female : Primary, Secondary, Tertiary : White collar workers : RM2400 RM8000 : All races and ethnicity : Urban

4.1.2 Psychographics Perception Learning : Looking for a convenient on-a-go healthy drink : Digital media (Social Networking Sites; Facebook, blogs, forums) Broadcast media (TV, Radio commercials) Others (Influenced by peers) : Looking for a healthier alternatives of beverage : Image driven and trendy : Health conscious

Motivation & needs Attitude & Personality Lifestyle

4.2 Stakeholders Characteristics 4.2.1 Primary Board of Directors Direct the company's affairs, whilst meeting the appropriate interests of its shareholders and stakeholders. Shareholders Contribute to the company by investing in the share market and getting profits in return. Employees Spritzer recognizes its employees as valuable assets in building and achieving its vision together. They believe in human resource development by partaking in in-house and external training programmes and seminars for employees to enhance their knowledge and skills thus continuing their contributions to the growth and success of Spritzer. Consumers - Consumer supports the brand by being loyal to the brand.

4.2.2 Secondary Suppliers Distribute the products to the market. Bankers Support Spritzers financially by providing loans to the company. Media Act as medium to promote the product range of Spritzer. Government - Spritzer has been exporting their products to other countries like Japan Australia and selected Middle East countries. Their sales contribute to the economy in Malaysia.