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Choose mix based on the picture on the box.

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Buys mix and ingredients from:

Bake with Yen (baking shop)

Giant

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Tends to make dessert for his kids.

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Pancake/Waffle mix is always sold in big portions.

Has trouble using all of the mix before it expires.

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Tries to use the mix more often.

Experiment with the mix to create other baked goods such as cake.

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Mainly uses Instagram.

Follows China influencers.

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Bakes with his wife for fun.

Bakes cakes both from scratch and cake mix.

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Demonstrations: video recipe

Testimonials is important in decision making.

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Time-consuming

Messy to bake from scratch.

No challenges for cake mix.

Cake mix is inexpensive so feels indifferent when he cannot finish using it.

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Uses Instagram, Facebook, TikTok, LinkedIn, XiaoHongShu.

Uses social media to search for recipes:

TikTok for snippets.

YouTube for more detailed step-by-step recipes.

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Shops at Fair Price

Customer Journey:

1. Picks out cake mix based on product picture.

2. Looks at reviews and videos of bakers using the cake mix.

3. Decides whether to buy.

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Functional

Informative

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Mainly because the kids would want to make them as they are triggered by the mix.

Bonding on weekends or weekdays before bedtime.

Example: Pancake, Popsicles, Cookies

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Very messy.

Certain activities might be challenging for the kids.

Example: They cannot handle knives to cut fruits

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Purchases the ingredients and mix from nearest supermarket: Fair Price

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Currently:

Makes desserts from scratch using raw ingredients.

Bottle pancake mix.

Convenient as he would only need to throw in a couple of ingredients, shake it, and pour out the batter.

Recipe is on the box.

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Kitchen would be messy.

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Currently:

Uses Betty Crocker Cake Mix

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Currently:

Uses Betty Crocker pancake mix.

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Minimalistic design.

Usually would throw the packaging away.

Maybe can go for recyclable packaging?

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Buys ingredients at Fair Price Finest.

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Has a helper to help with cleaning up.

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Messy

Time consuming

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Bakes together with his wife for bonding.

Does breakfast for each other once a week.

Pancakes and Waffles

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Purchases ingredients at Fair Price.

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Currently:

Makes pancakes from scratch.

Does not follow a recipe.

Open to:

Purchasing pancake mix.

Easier and convenient.

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Informative

Set amount and recipe is indicated.

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Makes desserts as a bonding session with her family.

Example: Cookies & Brownies

Pancakes for breakfast

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Trying to achieve the right consistency.

Does not like it when the waffle/pancake is too dense.

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Tries to adjust the dry and wet mixture levels till she achieves the desired consistency.

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Purchases baking goods at:

Fair Price Finest

Red Man

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Currently:

Uses Prima Pancake Mix.

Follows instructions on the packaging.

Open to:

Support local businesses.

Purchasing from high-end grocery store.

If the quality and taste justify the price.

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Makes pancakes weekly for kids to eat before school.

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Vibrant

Visually appealing

Clear labels and information.

Product quality and origins.

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Some pancake mixture tastes bad.

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Uses Instagram and Facebook.

Does not follow any food influencers.

Usually gets recipes from websites.

Sometimes on Instagram.

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Tries to tweak the recipe by adding butter, sugar etc.

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Makes desserts as a family activity.

Example: Waffles, Pancakes

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Purchase groceries at Fair Price.

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Makes desserts as a hobby.

Example: Tiramisu, Cheesecake, Brownies

Pancakes for breakfast

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Purchases groceries from:

Cold Storage

Little Farms

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Finding the ideal cooking temperate for the pancake pan and waffle iron.

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Currently:

Uses Betty Crocker.

Follows instructions on the packaging.

Sometimes add their own flavour like Nutella.

Open to:

Spending more for decent quality pancakes.

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Does a test batch.

Gauge the cooking time and temperature.

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Vibrant

Visually appealing

Clear instructions and information.

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Uses Facebook.

Gets recipes from websites.

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Purchase ingredients and mix via Cold Storage.

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Currently:

Uses Krusteaz Waffle Mix.

Uses Betty Crocker Pancake Mix.

Follows instructions on packaging but sometimes add a dash of vanilla essence for extra flavour.

Open to:

Purchase from a high end grocery store.

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Uses Instagram.

Follows food influencers (butt.erhand, Archer's Food)

Gets recipe from there too.

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Currently:

Uses Greens Pancake Mix.

Follows instructions on packaging.

Add water and shake.

Open to:

Purchasing from high end.

If people rave about the product.

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Simple

USP stated clearly

Resealable packaging

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Uses Instagram

Explore feed showcases dessert videos where she gets inspo from

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No time

No equipment

No space

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Does bake including making pancakes.

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Struggles to get the right size and height.

Struggles with portioning.

Too thin (excess pancake mix)

Too thick (not satisfactory)

Finds it hard to store excess ingredients.

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Tries to use up all the ingredients.

No solutions for other challenges.

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Open to:

Use pancake mix if the supposed mix can squeeze.

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Purchasing baking ingredients and mix from:

Poon Huat

Redman

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Packaging include how many servings of pancakes can be made.

Include markets on the packaging.

Include a ball to regulate the consistency.

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Makes desserts at home as a hobby for entertainment.

Example: Brownies

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No space on the kitchen counter.

Messy

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Shops at Fair Price.

Chooses based on the picture of the final product on the box.

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Currently:

Uses Betty Crocker.

Chooses product according to the picture of the final product.

Open to:

Using mixes that have attractive visuals of the outcome.

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To put picture of the final product on the packaging.

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Uses TikTok and Instagram.

Watches reels and videos of recipes; no specific influencer.

Inspired and makes the dessert she sees online.

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Time-consuming

Lazy

Struggles with portion size.

Finds that product does not always look like the picture when she uses pancake mix.

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Uses all the mix in one go.

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Shops at Fair Price

Prefers mix that does not have specific flavours.

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Finds mix that does not have specific flavours.

Likes to customise flavours.

Open to:

Use pancake mix because of convenience.

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Minimalist

Easy to understand

Simple

Little care for picture

Product does not always look like the picture.

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Mainly uses Instagram.

Does not follow any influencers.

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Makes blueberry pancakes for breakfast.

Bakes from scratch.