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4.0 Consumer Analysis/Profile 4.2 Consumer Demographics Demographic
4.0 Consumer Analysis/Profile 4.2 Consumer Demographics Demographic
0 CONSUMER ANALYSIS/PROFILE
DEMOGRAPHIC
Demographic variables such as income, gender, education, ethnicity, and family size are
basically tied to subculture and segmentation. As tea is benefit for health, hence in demographic
target, BOH tea is targeting people from all race, gender and age’s groups except children
because there is no harm drinking tea but provides health benefits so it is highly recommended
by every age group. Besides that, selling at the reasonable price is another demographic target as
it is affordable for any income group.
BOH Tea target the groups of people with a variety of ages which are generally concerned with
beverages. They target audiences into two sets, one who are the consumers on the go which is
students, professionals or whoever lead a busy life. Two, who are more health conscious.
In the case of BOH tea, since it is the leading tea brand in Malaysia it is important to strengthen
the brands leadership by creating awareness for their product through sales promotion and
advertising. BOH tea has to provide extensive information about their quality and innovative tea
products, in order for consumer to obtain knowledge of their tea easily
To leave a good impression on BOH tea, their catchy phrase "ada Ummph," which
basically means "more than words can describe" kind of feeling showing the great quality of tea
that BOH tea produces. This sentence will strongly record the brand name in the consumer's
mind, so that the next time they want to buy tea, BOH tea will be their first choice as the phrase
"ada Ummph" shows that consumers will never regret consuming their tea.
Above is the example of the catchy phrase placed on the BOH tea product which always
reminds people to enjoy the goodness of tea while enjoying a relaxing time, it has specialized
BOH tea from different tea brands such as Nestea, Sabahtea and Lipton.
4.4.2 External Research
Tea drinkers in Malaysia will not escape BOH tea's attention, as most retail outlets will
purchase their drug. BOH tea has also marketed their tea through newspaper ads, television
advertisements, and promotions as well. BOH tea promotes their tea by bonding with lovers by
creating moments of fellowship with loved ones. This is to demonstrate that a cup of tea can
unite everybody without any restrictions. One way to inform consumers about BOH tea is by
giving away free samplings and conducting customer contests.