Consumers and Stakeholders

CHAPTER 4

Consumers and Stakeholders

4.1 Current Consumer's Characteristic

4.1.1 Demographics

· Age : 17-35 years old

· Gender : Female

· Education : High School and above

· Occupation : Students to working adults

· Income Range : RM500 - RM4000

· Race and Ethnicity : All races

· Geographical Location : Urban areas

4.1.1 Psychographics

· Perception : Impression towards others and personal appearances' is important

· Learning : Friends, Family, internet, magazines

· Motivation and Needs : Essential foot wear, bags and accessories that is affordable with high quality and yet pleasurable designs

· Attitude & Personality : Out going, sensitive and has a passion in fashion trends

· Lifestyle : Stylish, modern, active and up to date

4.1 Stakeholders Characteristics

4.2.1 Primary Stakeholders

Board of Directors

Chairman, President, Chief Executive Officer	Edward Yee
Merchandising Director	Sue Koh
Finance Manager	Lim Pick Hoon

The brand directors makes decisions pertaining to management and supervises the activities of the CEO and entrusted operating officers. Due to the nature of the company being quite a small company, the board of directors holds power to determine decisions and actions made by the company.

Joint Venture Partner

RSH (Malaysia) Sdn Bhd holds 50% of NOSE business but they act as a silent partner. Most of the affairs of NOSE are handled by the board of directors of NOSE.

Employees

All non executive employees are hired by NOSE Sdn Bhd itself. NOSE does not have outside influence on their staffs.

Consumers

They include loyal customers of NOSE since 1999, newcomers and also fashion lovers. Consumers are directly contributing to sale and profits of the business. Large popularity of consumers interested with NOSE also results in efficient and effective publicity.

4.2.2 Secondary Stakeholders

Media and Journalist

Both online media and traditional media are contributing to the awareness of NOSE. Magazines and websites are greatly delivering information and information on NOSE and their products.