Tends to make dessert for his kids.

Tries to use the mix more often.

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

Mainly uses Instagram.

Follows China influencers.

Uses Instagram, Facebook, TikTok, LinkedIn, XiaoHongShu.

Uses social media to search for recipes:

• TikTok for snippets.

• YouTube for more detailed step-by-step recipes.

Functional

Informative

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

Very messy.

Certain activities might be challenging for the kids.

• Example: They cannot handle knives to cut fruits

Has a helper to help with cleaning up.

Messy

Time consuming

Informative

• Set amount and recipe is indicated.

Makes desserts as a bonding session with her family.

• Example: Cookies & Brownies

• Pancakes for breakfast

Trying to achieve the right consistency.

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

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

Vibrant

Visually appealing

Clear labels and information.

• Product quality and origins.

Uses Instagram and Facebook.

Does not follow any food influencers.

Usually gets recipes from websites.

• Sometimes on Instagram.

Makes desserts as a hobby.

• Example: Tiramisu, Cheesecake, Brownies

• Pancakes for breakfast

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

Does a test batch.

• Gauge the cooking time and temperature.

Simple

USP stated clearly

Resealable packaging

Uses Instagram

• Explore feed showcases dessert videos where she gets inspo from

Bakes together with his wife for bonding.

Does breakfast for each other once a week.

• Pancakes and Waffles

Kitchen would be messy.

Minimalistic design.

Usually would throw the packaging away.

• Maybe can go for recyclable packaging?

Makes pancakes weekly for kids to eat before school.

Some pancake mixture tastes bad.

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

Purchase groceries at Fair Price.

Uses Facebook.

Gets recipes from websites.

Makes desserts as a family activity.

• Example: Waffles, Pancakes

Vibrant

Visually appealing

Clear instructions and information.

Uses Instagram.

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

• Gets recipe from there too.

No time

No equipment

No space

Does bake including making pancakes.

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.

Tries to use up all the ingredients.

No solutions for other challenges.

Packaging include how many servings of pancakes can be made.

Include markets on the packaging.

Include a ball to regulate the consistency.

Makes desserts at home as a hobby for entertainment.

• Example: Brownies

No space on the kitchen counter.

Messy

Shops at Fair Price.

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

To put picture of the final product on the packaging.

Uses TikTok and Instagram.

• Watches reels and videos of recipes; no specific influencer.

• Inspired and makes the dessert she sees online.

Makes blueberry pancakes for breakfast.

Bakes from scratch.

Time-consuming

Lazy

Struggles with portion size.

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

Uses all the mix in one go.

Shops at Fair Price

Prefers mix that does not have specific flavours.

Finds mix that does not have specific flavours.

• Likes to customise flavours.

Minimalist

Easy to understand

Simple

Little care for picture

• Product does not always look like the picture.

Mainly uses Instagram.

Does not follow any influencers.

Bakes with his wife for fun.

Bakes cakes both from scratch and cake mix.

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.

Shops at Fair Price

Choose mix based on the picture on the box.

Demonstrations: video recipe

Testimonials is important in decision making.