characteristics of indonesia middle-class consumer - the 8 faces

IndonesiaMiddle-Class

ConsumerCharacteristicsof Indonesia Middle-Class

Center for Middle-Class Consumer Studies (CMCS)

Supported by :Invent.ure

SWA Magazine

www.consumer3000.net

SEGMENTS THE ASPIRATOR THE PERFORMER THE EXPERT THE CLIMBER THE TRENDSETTER THE FOLLOWER THE SETTLER THE FLOW-ER

1. HOPE/DREAMS Life compassion Great achievement, career and business

To have stand out expertise among peers To get financial freedom

To be a role model among their friend and the community

To be exist in their community To have peace in live To get a better life

2. IMPORTANCE FACTOR IN LIFE

A better society, nation and world

Career and business achievement

The highest standard expertise

Getting a better job for the better life of their family

Influencing community and friend Following the trend Religion and spirituality Success of their children

3. PERCEPTION ABOUT LIFE

Life is about contribution and inspiring others Life is about competition Life is about learning Life is about striving Life is about leading

others Life is about conformity Life is about stability and security

Life is about struggling and flowing

4. NORMS AND VALUES Universal values, humanism

Global values, achievement, competition, self actualization, result-driven, risk-taking

Lifetime learning, expertise building, professional acknowledgement, continuous improvement

Hardworking, high productivity, family orientation

Riding the trend, be the first, frontier among friends and community, competition

Acceptance seeker, togetherness, friends is everything

Harmony seeker, conservative, comfort, respect traditional values, spiritual

Security in life, family is everything, keep traditional values

5. MOTIVATIONMake contribution to the society, nation and the world

Personal growth Stay ahead in their professional expertise

Better social economic class Frontier of the trend Community acceptance Balancing material and

spiritual life Life security and stability

6. WORRIES AND ANXIETIES

Worsen world (environment, values, morality, etc)

Cannot cope with the competition (career, business, etc.)

Unable to catch up the latest expertise Loss the family time Lack of resources to catch

up the trend

Alienation and being ignored by friends or community

Lack of benevolence in facing the day of the death

Accelerated change and life complexity

7. SOCIAL RELATIONSHIPConnect with universal issues, involve and active in public interest

Involve in community for self-actualization and career development

Maintain professional network to sharpen competencies

Build and maintain family harmony/intimacy

Being the center of community (being the center of attention)

Make relevance with community and friends

Involve in the ethnic, religion, and neighbourhood society

Foster their big family relationship

8. PARENTING STYLE (EDUCATION FOR THEIR CHILDREN)

Build children's multiple intelligence, open minded, democratic, egalitarian, dialogue. Character building is important.

Open minded, purposive. Achievement is important (be the best in academic score)

Narrow minded, directive. Competence-building is important (still academic score focused)

Practical, pragmatic, job-seeking orientation. Skill-building is important

Less visionary, egalitarian, children happiness is everything

Less visionary, egalitarian, "laizes faire", push themselves to fulfil their children's wants (material things)

Treat children's education as a status, traditional, less visionary. "Education as a social status" is important

Achieve highest education possible, conservative, religion-oriented, authoritarian. Spiritual & family values are important

9. ASSET MANAGEMENT PATTERN

Longterm investment in conservative portfolios (eg. deposit, stock, govt. obligation, mutual fund, gold, property, etc.)

Smart investment in fast-yield, short-term portfolios (eg. mutual fund, unit link, deposit, etc.)

Prudent investment in basic portfolios (e.g. deposit, govt. obligation, land, property, gold, etc.)

Limited investment (saving, gold, etc.)

High-yield, riskier investment (e.g. stock, forex, corporate obligation, property, etc.)

Limited investment (e.g. saving, mutual fund, etc.)

Traditional investment (land, property, gold, etc.)

Limited investment (e.g. Saving, gold, etc.)

11. EXTRA-ACTIVITIES (NON-ROUTINE ACTIVITIES)

Socialize with their community; learning (reading, seminar, etc.), info and apps searching in the internet; refreshing (holiday, yoga, art exhibition, theater performance, etc.); social networking (Twitter, blogging and BBM).

Socialize with their community; learning (reading, seminar, etc.); info and apps searching in the internet; annual holiday (iedul fitri, christmas, etc.); social networking (Twitter, blogging, LinkedIn and BBM).

Competence building (seminar, symposium, workshop, etc.); networking with peers; socialize with big family (occasionally); social networking (Facebook, LinkedIn, Slideshare and BBM).

Gathering, sharing, chatting with family members; occasional family refreshing (e.g. zoo, beach, 2nd-class mall, etc.); annual holiday (iedul fitri, christmas, etc.); social networking (Facebook).

Regularly socialize with friends (at high-end mall, cafe, etc.); info and apps searching in the internet (about trend in fashion, gadget and lifestyle); social networking (Twitter, Facebook, Instagram, Foursquare, BBM, etc.).

Regularly socialize with their friends (at school, mall, 7-Eleven, etc.); social networking (Twitter, Facebook and Youtube).

Actively involve in religion community (e.g. "pengajian"), ethnic community, and neighbourhood activities (e.g. RT, RW, village social activities)

Regularly socialize with big family (e.g. arisan) and religion community (e.g. "pengajian")

11. TYPICAL INFORMATION NEEDS AND MEDIA

Global and national issues (politics, social-economic, environment, human right, etc.); information about health, leisure, and their hobbies (e.g. books, art, collectible, etc.)

"How to" information about career and business, etc.; information about their hobbies (e.g. photography, gadget, apps, music, travelling, etc.)

Technical knowledge related to their expertise; popular news (politic, social-economic, entertainment, celebrity gossip, etc.)

Popular news (e.g. politic, criminal, entertainment, celebrity gossip, etc.); information about their hobbies (e.g. motorcycle, gardening, etc)

Popular news and information about lifestyle, fashion, gadget, entertainment, and celebrity gossip


Religion-related information and knowledge; Popular news (e.g. criminal, entertainment, celebrity gossip, etc.)


Media: Desktop, mobile handset, tablet, television, newspaper, magazine, books, etc.



Media: Desktop, mobile handset, television, radio, newspaper, magazine, etc.

Media: Desktop, mobile handset, tablet, magazine, etc.

Media: Desktop, mobile handset, television, magazine, etc.

Media: Desktop, mobile handset, television, newspaper, etc.


SEGMENTS 1. HOPE/DREAMS 2. IMPORTANCE FACTOR IN LIFE 3. PERCEPTION ABOUT LIFE 4. NORMS & VALUES

THE ASPIRATOR Life compassion A better society, nation & the world Life is about contribution & inspiring others Universal values, humanism

THE PERFORMER Great achievement, career & business Career & business achievement Life is about competitionGlobal values, achievement, competition, self actualization, result-driven, risk-taking

THE EXPERT To have stand out expertise among peers The highest standard expertise Life is about learning

Lifetime learning, expertise building, professional acknowledgement, continuous improvement

THE CLIMBER To get financial freedom Getting a better job for the better life of their family Life is about striving Hardworking, high productivity, family

orientation

THE TRENDSETTER To be a role model among their friend & the community Influencing community & friend Life is about leading others

Riding the trend, be the first, frontier among friends and community, competition

THE FOLLOWER To be exist in their community Following the trend Life is about conformity Acceptance seeker, togetherness, friends is everything

THE SETTLER To have peace in life Religion & spirituality Life is about stability & securityHarmony seeker, conservative, comfort, respect traditional values, spiritual

THE FLOW-ER To get a better life Success of their children Life is about struggling & flowing Security in life, family is everything, keep traditional values

SEGMENTS 5. MOTIVATION 6. WORRIES & ANXIETIES 7. SOCIAL RELATIONSHIP 8. PARENTING STYLE (EDUCATION FOR THEIR CHILDREN)

THE ASPIRATOR Make contribution to the society, nation and the world

Worsen world (environment, values, morality, etc)

Connect with universal issues, involve and active in public interest

Build children's multiple intelligence, open minded, democratic, egalitarian, dialogue. Character building is important

THE PERFORMER Personal growth Cannot cope with the competition (career, business, etc.)

Involve in community for self-actualization and career development

Open minded, purposive. Achievement is important (be the best in academic score)

THE EXPERT Stay ahead in their professional expertise Unable to catch up the latest expertise Maintain professional network to

sharpen competencies

Narrow minded, directive. Competence-building is important (still academic score focused)

THE CLIMBER Better social economic class Loss the family time Build and maintain family harmony/intimacy

Practical, pragmatic, job-seeking orientation. Skill-building is important

THE TRENDSETTER Frontier of the trend Lack of resources to catch up the trend Being the center of community (being the center of attention)

Less visionary, egalitarian, children happiness is everything

THE FOLLOWER Community acceptance Alienation and being ignored by friends or community

Make relevance with community and friends

Less visionary, egalitarian, "laizes faire", push themselves to fulfil their children's wants (material things)

THE SETTLER Balancing material and spiritual life Lack of benevolence in facing the day of the death

Involve in the ethnic, religion, and neighbourhood society

Treat children's education as a status, traditional, less visionary. "Education as a social status" is important

THE FLOW-ER Life security and stability Accelerated change and life complexity Foster their big family relationship

Achieve highest education possible, conservative, religion-oriented, authoritarian. Spiritual & family values are important

SEGMENTS 9. ASSET MANAGEMENT PATTERN

10. EXTRA-ACTIVITIES (NON-ROUTINE ACTIVITIES) 11. TYPICAL INFORMATION NEEDS & MEDIA

THE ASPIRATOR

Longterm investment in conservative portfolios (eg. deposit, stock, govt. obligation, mutual fund, gold, property, etc.)

Socialize with their community; learning (reading, seminar, etc.), info and apps searching in the internet; refreshing (holiday, yoga, art exhibition, theater performance, etc.); social networking (Twitter, blogging and BBM)

Global and national issues (politics, social-economic, environment, human right, etc.); information about health, leisure, and their hobbies (e.g. books, art, collectible, etc.)


THE PERFORMERSmart investment in fast-yield, short-term portfolios (eg. mutual fund, unit link, deposit, etc.)

Socialize with their community; learning (reading, seminar, etc.); info and apps searching in the internet; annual holiday (iedulfitri, christmas, etc.); social networking (Twitter, blogging, LinkedIn and BBM)

"How to" information about career and business, etc.; information about their hobbies (e.g. photography, gadget, apps, music, travelling, etc.)


THE EXPERTPrudent investment in basic portfolios (e.g. deposit, govt. obligation, land, property, gold, etc.)

Competence building (seminar, symposium, workshop, etc.); networking with peers; socialize with big family (occasionally); social networking (Facebook, LinkedIn, Slideshare and BBM)

Technical knowledge related to their expertise; popular news (politic, social-economic, entertainment, celebrity gossip, etc.)


THE CLIMBER Limited investment (saving, gold, etc.)

Gathering, sharing, chatting with family members; occasional family refreshing (e.g. zoo, beach, 2nd-class mall, etc.); annual holiday (iedul fitri, christmas, etc.); social networking (Facebook)

Popular news (e.g. politic, criminal, entertainment, celebrity gossip, etc.); information about their hobbies (e.g. motorcycle, gardening, etc)

Media: Desktop, mobile handset, television, radio, newspaper, magazine, etc.

THE TRENDSETTERHigh-yield, riskier investment (e.g. stock, forex, corporate obligation, property, etc.)

Regularly socialize with friends (at high-end mall, cafe, etc.); info and apps searching in the internet (about trend in fashion, gadget and lifestyle); social networking (Twitter, Facebook, Instagram, Foursquare, BBM, etc.)


Media: Desktop, mobile handset, tablet, magazine, etc.

THE FOLLOWER Limited investment (e.g. saving, mutual fund, etc.)

Regularly socialize with their friends (at school, mall, 7-Eleven, etc.); social networking (Twitter, Facebook and Youtube)


Media: Desktop, mobile handset, television, magazine, etc.

THE SETTLER Traditional investment (land, property, gold, etc.)

Actively involve in religion community (e.g. "pengajian"), ethnic community, and neighbourhood activities (e.g. RT, RW, village social activities)



THE FLOW-ER Limited investment (e.g. Saving, gold, etc.)

Regularly socialize with big family (e.g. arisan) and religion community (e.g. "pengajian")



characteristics of indonesia middle-class consumer - the 8 faces

Lifestyle