Chapter Four : The Company

Kindori Japanese Icecream

CHAPTER FOUR :
Consumers and Stakeholders
 Chapter Four : The Company

Chapter Four: Consumers and

Stakeholders

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)

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 Chapter Four : The Company

 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. The research was conducted on 916 individuals on who
are members of Kindori Fan Club.

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 Chapter Four : The Company

GENDER

21%
Female
Male

79%

AGE RANGE
60%
50%
50%

40%
Age
30% 27%

20%
12%
9%
10%
2%
0%
10-19 20-29 30-39 40-49 50-59 60-69

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3% 1% 1%

Chinese
Malay
Indian
Others

95%

IDENTITY
60%

50% 48%

40%

30%
Identity
20%
12%
9% 9% 8%
10% 5% 4%
0%
nt
s
ve
s rs ls ed fe P rs
e ti the ona oy ewi ND age
ud ec
u O is pl s an
St Ex es m Ho
u
r of l f-e M
P Se

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 Chapter Four : The Company

MEDIA AWARENESS

6%

Friends
31%
Magazine
Internet
TV Shows
Others
NDP
53%
6%

1%
3%

FACEBOOK FAN PAGE AWARENESS

2%

14%
Members who owns FB but
did not join the fanpage
32%
Untraceable data
Members who can't be
traced through FB
Members privatize data
24% Members who joined the
fanpage

28%

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 Chapter Four : The Company

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.

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 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.

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