Consumer behavior

• Introduction.
Table of • Target customers.

contents • Factors affecting consumer behavior.

• Conclusion.
INTRODUCTION
Framework
DEFINITION

Consumer behavior is the actions and decision

processes of people who purchase goods and services
for personal consumption.
APPLICATIONS

• Segmentation of Kota Warisan education market

• Develop education services tailoring to the changing
needs of Kota Warisan children
• Design & execute marketing programs to penetrate
Kota Warisan education market.
Target customers
Segmentation Variables Facts
Demographic Income Median Household
Income is RM 8174
(Department of
Statistics, 2017)
Age Data shows, more
than 28% of total
population
of Selangor are
newly married and
they need pre-school
for their children.
(Sepang Municipal
Council, n.d.)
Geographic Physical In and around Kota
Location Warisan
Fees • Since the household income is 8174 RM, Kota
Warisan parents can pay for quality education
• Due to fierce competition in Kota Warisan
education market, we will make it affordable and
within the budget.
• 290 RM/month would be acceptable.
• No enrollment/applications/administration fees.
No other hidden and unforeseen expenses.
• If 2 or more children from same family study, 33%
discounts will be offered to each sibling
Intersectionality
creating learning environments that
are supportive of racial diversity
should also be inclusive of children’s
multiple identities.
 Build Bridges
implement activities that specifically
address race-related topics or
conversations.

the importance of making friends with

people from different backgrounds.
Safety
• Providing safe indoor and outdoor environments for
children’s development and learning.
• Supervision and accountability indoors and
outdoors.
• Safe sleep for preschool age children.
• Child abuse prevention, identification, and
reporting.
• Preparing for emergencies.
• Responding to injuries.
• transportation safety by providing buses for
children.
 Classroom interaction

• A nurturing environment encourages

confident learning and positive interaction
to help a young child discover a love of
learning.
• By promoting a healthy learning
environment, teachers can help a child
establish a positive attitude towards
education.
 Positive • The physical environment provides safe and
enriching experiences.
environment • outdoor learning environment.
 • Small Group Size.
Student-Teacher • 1 Teacher per every 4 students.
Ratio • A low teacher-child ratio allows for teachers to support individual needs.
 • Quality communication between teacher and
Family parent can encourage parental involvement.
• offer a clearer understanding of home influences
interaction that may affect a child’s classroom behavior and
learning style.
 Conclusion
• Segmentation of Kota Warisan education
market can be done based on
demographics, location, consumer
behavior, and other such parameters.

• Kota Warisan parents' put emphasis on

intersectional learning environment, high
quality education, safety and school fees.

• Exploiting the Kota Warisan

parents' behavior driven factors is crucial
for successful positioning of Learning
Wonderland in Kota Warisan.
References
• Department of Statistics Malaysia.
(2017). Report of Household Income
And Basic Amenities
Survey. https://www.dosm.gov.my/v1/i
ndex.php?r=column/pdfPrev&id=RUZ5
REwveU1ra1hGL21JWVlPRmU2Zz09
• Sepang Municipal Council. (n.d.)
Sepang Residential Demographic.
https://www.mpsepang.gov.my/en/resi
dential-demographic/
Thank You!