4.1 – Current Consumers’ Characteristics
4.1.1 Demographics
a. Age: 28-45
b. Gender: female
c. Education: undergraduate, post-graduate and above
d. Occupation: office worker, Professional
e. Income range: RM2500-RM5000
f. Race & ethnicity: all
g. Geographical location: urban
4.1.2 Psychographics
a. Perception: Consumer that seeks for high quality, fashionable and perfect fits lingerie.
b. Learning: Website, outlets and stores, fashion magazine
c. Motivation & needs: Looking fashionable, feeling comfortable and perfectly fits and willing to spend money on good quality products.
d. Attitude & Personality: Aware of comfortable and quality conscious, do not worry about sizes but the perfect FIT.
e. Lifestyle: modern, passionate, love life.
4.2 – Stakeholders’ Characteristics
4.2.1 Primary – Chairman, Board of directors, President, CEO, managers, employers, employees and customers
4.2.2 Secondary - Distributor, Media, Public