Chapter 4: Consumers and Stakeholders

4.1 Current Consumer's Characteristic

4.1.1 Demographics

Age                                         : 15 - 40 years old

Gender                                                : Both gender

Education                                : Secondary School and above

Occupation                              : Student to Working Adults

Income Range                         : RM 400 - RM 4000

Race & Ethnicity                    :All races

Geographical Location            :Urban and Sub-urban Areas

4.1.2 Psychographics

Perception                               : Prioritize simple, comfortable , expressive and yet stylish                                                                appearances.

Learning                                  : Friends, family and internet.

Motivation & Needs               :Comfortable, good quality, and stylish colourful clothes and                                                            accessories at affordable prices.

Attitude & Personality            :Positive, happy, wise money spender, like to appear simple but                                                        still remain attractive.

Lifestyle                                  :Active, stylish, economic, modern lifestyle, healthy.