CHAPTER 4 : : CONSUMER & STAKEHOLDERS

4.1 Current Consumer Characteristic


4.1.1 Demographics




Age :                                  18 – 35 Years Old


Gender :                             All Gender


Education :                         Secondary Education – Tertiary Education


Occupation :                      Student & Worker (White Collar)


Income rage :                     RM800 (allowance) – RM 2500


Race & ethnicity :             All races and ethnicity


Geographic location :         Urban and sub-urban




4.1.2 Psychographics



 I. Perception
Consumers who have chosen BenQ LCD Monitor are those request for:

• Cutting-edge technology peripherals and devices
•  Modern lifestyle and facilities

II. Learning
Consumers get to know BenQ LCD Monitor via:

• “Word-of-mouth” among friends & relatives
• Advertisements and reviews from related magazines
• Salespersons at the retail shops

III. Motivation and needs
Consumers are motivated to buy BenQ LCD Monitor because of:

• High requirement of specification in 3D gaming field
• High workforces of salespersons in convincing
• With the lowest cost to purchase the highest specification device

IV. Attitude
Consumers who bought BenQ LCD Monitor have the attitudes of:

• Brand conscious
• Obstinate
• Demanding
• Nitpick
• Petty advantages

V. Personality
Consumers who bought BenQ LCD Monitor have the personality of:

• Aggressive
• Ambitious
• Autonomy
• Dominance

VI. Lifestyle
Consumers who used BenQ LCD Monitor living as the lifestyle of:

• Modern
• Digital
• Updated
• Stimulate