4.1 CURRENT
CONSUMER’S CHARACTERISTICS
DEMOGRAPHIC:
Age: 25 - 40
Gender: Male and Female
Education: Diploma, Degree, Master and above
Occupation: Come from all different fields
Income Range: RM1500 and above
Race & Ethnicity: All races
Geographical Location: Urban and sub-urban
PSYCHOGRAPHICS:
Perception: Consume healthy food is important
to maintaining the right BMI
Learning: Printed media, Websites, TV
commercial, friends and family
Motivation & Needs: The health risk that
will develop caused by obesity or overweight.
Attitude & Personality: Positive thinker,
serious and concern, enthusiastic, open minded.
Lifestyle: modern, busy, social
4.2 STAKEHOLDER
CHARACTERISTICS
PRIMARY
- Non-governmental organization: independent organizations that are concerned and study on the issue of obesity.
- Sponsor: Company that participate on the campaign as a financial provider.
- Volunteers: individuals who participate in the campaign for the purpose of concerned.
SECONDARY
- Media: help advertise the campaign largely to audience on TV, Radio and printed media
- Ministry of Health: share the responsibilities on solving the health problem issues.
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