Indonesia Middle-Class Consumer

1. Indonesia Middle-Class Consumer Segmentation Model Powered by: Inventure & SWA Magazine

2. The SEGMENT More Knowledgeable The Expert The Aspirator More Socially Connected The Climber The Performer The Flow-er The Follower Less Socially Connected The Settler The Trendsetter Less Knowledgeable High resources Low resources

3. More Knowledgeable The Expert The Aspirator The Climber The Performer More Socially Connected Less Socially Connected The Flow-er The Follower The Settler The Trendsetter Less Knowledgeable High resources Low resources

4. The PLAYER More Knowledgeable The Expert The Aspirator The Bodyshop, wine club, organic food, Lab Prodia, Blitz Megaplex, Nissan X-Trail, Healthy Choice, mutual fund, Polygon, Periplus (bookstore), TVOne, etc. Unit Link (insurance), Toyota Camri , Ace Hardware, Garuda Indonesia, Otomotif (tabloid), etc. Lion Air, Toyota Avanza, Femina (magazine) , Adira Finance (consumer finance), Info Franchise (magazine), etc Indovision, Toyota Rush, Telkom Speedy, SmartFM (radio), Anlene, C-1000, Air Asia, MetroTV, etc. More Socially Connected The Climber The Performer The Flow-er The Follower Less Socially Connected Yamaha Mio, Matahari Dept Store, Nexian, Kartini (magazine), Indosiar, etc. 7-Eleven, Samsung Galaxi Tab, J.Co., Honda Scoopy, Natasha Skin Care, Hai (magazine), etc. Starbuck, iPad/iPhone, Honda Jazz, Java Jazz (music concert), L-Men, Celebrity Fitness, Mizone, Kosmopolitan (magazine), A-Mild, RH Clinic, etc. Bank Syariah, gold investment, Santika Hotel, Toyota Kijang, Nova (Tabloid), Dji Sam Soe The Settler The Trendsetter Less Knowledgeable High resources Low resources

5. The ASPIRATOR • Satisfy with their condition at the moment (financially) • More active in managing their assets, tend to be a risk taker • More idealistic, long-term vision • Gaining knowledge from their network • More concern with social and universal issues(environment, human right, democratization, etc) • Updating the new information, trend, knowledge, and technology regularly • See the competition positively • Open minded toward globalization and adopt universal values • Thinking about self achievement, yet beyond him/herself also • Care about some issues beyond themselves (social, politic, coruption, environment, etc) • Hope to be the Influencerfortheir society • Generally dominated by professional

6. The PERFORMER • Personal motivation: self-achievement and economy • Upgrading their economic status is one of their mission • Financial freedom is their dream • Thinking orientation: Practical-opportunistic • Still don't satisfy with their life • The priority of their life is self achievement • See the life with optimistic, and have a big motivation to continue their life, tend to be a risk taker • Never stop trying, improving, and learning • They see the opportunity as a challenge and able to motivate themselves • Information and Technologyis a tool that give them advantages to help achieving their targets • Sense of achievement and self-development are very important • Having a vision and sense of purpose • See the competition positively. It drives creativity that makes them beter and better • Updating the new information, trend development, knowledge, and technology • Looking for the community that can give their beneficiaries • Relatively dominated by younger entrepreneur and professional

7. The EXPERT • Their life is their career, high self-achievement • The biggest dream is to upgrade their skill and knowledgs • Trying to do something to make their life better and better • Exploring the information that only related to their field • Prepare their kids because the competition will more fierce in the future (thru academic score) • Living routine • Striving to be the expert in their field • Time freedom is their dream in the future • Safety player in life • For them, life is a gift • Have high sense of family (traditional values values) • Their network circle is small, only related to their field • Social networking is not quite important, self achievement is dominant • Their behavior mostly driven by social norm and family values • Relatively dominated by workers and professional with higher buying power

8. The CLIMBER • Financial freedom and time freedom are their dream in the future • Hardworker, looking for the prosperity and appreciation • Hero of the their family • The biggest dream is to upgrade their career status • Trying to do something to make their financial better and better • Exploring the information that only related to their field • Living in the routine • Acquire new skills to achieve higher level in their field • Career is a journey, job hunter • Career appreciation is very important for them • More risk taker in career • Sense of family is high (traditional values) • Their network circle is small, only related to their field • Social networking is not quite important for them, self achievement is dominant • Relatively dominated by workers with lower-middle buying power

9. The TRENDSETTER • Becoming a trend-setter is important • Victim of the trend (fashion, celebrity, gadget, lifestyle, etc) • The biggest hope is to be thesuperstar of trend • The tangible aspect (physical appearance, expensive good ownership, image) is important • Searching the latest trend • Have a bit sense of purpose: To be admired and followed by the others • Be the first in the trend is meaningful for their existence • Narcissist • High self esteem,self-centered, self-focused • Adopting the new technology/gadget to show “who I am” • More followers meant more people admire them (“I’m popular”) • Updating the information and adopting the new technology is a must! It doesn’t make me look as 'follower‘ • Recognizedby their peers is everything • Being connected with their friends, colleagues, and communities is an important aspect in their life • Competition among peers force them for to be number one • Relatively dominated by seniorhighschooland college students with higher buying power

10. the FOLLOWER • Friends are everything. Nothing can replace them • Short term horizon • The tangible aspect (physical appearance, expensive good ownership, image, etc) become an important thing for them • The biggest hope is they can earn some money by themselves to buy everything that they want • Environment- driven: their environment (friends, colleagues, communities) dominantly drive their life orientation (Ababil (ABG labil)/ABG galau) • Have less sense of purpose • Peripheral lifestyle become the expression of their existence • Following the latest trend is VERY IMPORTANT • Can be accepted by their peers are everything • More friends meant more people liked them (I'M LIKEABLE) • Success in their mind are being together with their peers and able to support their lifestyle with their own money • Being connected with their friends, colleague, and community is an important aspect in their life • Following the trend so that they can be accepted by their friends, colleagues, and communities • Socializing with friends and communities, togetherness • Relatively dominated by Senior High School and college students with lower buying power

11. The SETTLER • Satisfy with their condition at the moment (financially) • Comfort zone • Having many assets but still conservative in multiply it • 'Outer families' are the center of their world • Socializing with their families, small society, and ethnic group become an important moment for showing their success • Helping people around (famili+small society: desa/kampong, ethnic group) become their concern • Having orientation to conserve heritage social culture (religion, social values, custom, and society norms ) • Hope can be a role model for their families and their society (scope: desa/kampung and ethnic group) thru their economic status, religious and culture • Generally dominated by 'older' rich people (entrepreneur, in heritage rich, government officer)

12. The FLOW-er • They don't satisfy with their life but they don't knowhow to change it • Their biggest hope was their kids. • To achieve better life become their main motivation • Better future, better economic • Balancing between 'duniawi' and 'akhirat‘ • Striving for fulfilling family's needs • They don't understand what should they do to change their life, LET ALL FLOW • With their placid life, makes them so passive to see the life • Seeing the technology development as a threat • Generally hign in spiritual values • Family are the center of their world (focus to their family) • As a HERO in their family • Didn’t observe any development of technology, they realize they can’t utilize the power of the technology (gadget, etc) itself yet because of buying power • Generally dominated by worker, governmentofficer, housewives with lower-middle buying power

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