Indonesia

Middle-Class

Consumer

www.consumer3000.net

Consumer

Segmentation

Model

Center for Middle-Class Consumer Studies

(CMCS)

Supported by :

Invent.ure

SWA Magazine

The Model

©2012 CMCS

� Satisfied with their condition at the moment (financially)

� More active in managing their assets, tend to be a risk taker

� More idealistic, more long-term vision

� Gaining knowledge from their network

� Concern with social and universal issues (environment,

The ASPIRATOR

� Concern with social and universal issues (environment,

human right, democratization, etc)

� Updating new information, trend, knowledge, and

technology regularly

� See the competition positively

� Open minded toward globalization and adopt universal

values

� Think about self achievement, yet have concern on issues

beyond themselves (social, politic, coruption,

environment, etc)

The ASPIRATOR

environment, etc)

� Hope to be the Influencer for the society

� Generally dominated by professionals and business

owners

� Personal motivation: self-achievement and economic

success

� Upgrade their economic status is one of their mission

� Financial freedom is their dream

� Thinking orientation: Practical-opportunistic

The PERFORMER

� Thinking orientation: Practical-opportunistic

� Still not satisfied with their life

� The priority of their life is self achievement

� See the life optimistically; have a big motivation to achieve

success; tend to be a risk taker

� Never stop changing, improving, and learning

� They see the opportunity as a challenge and motivation

� Information and technology is tool that give them

advantages to achieve their targets

� Sense of achievement and self-development are very

important

� Having vision and sense of purpose

The PERFORMER

� Having vision and sense of purpose

� See the competition positively. It drives creativity that makes

them better and better

� Update the new information, trend development,

knowledge, and technology

� Looking for communities that give them benefits/advantages

� Relatively dominated by younger entrepreneurs and

professionals

� Their life is their career, high self-achievement

� The biggest dream is to upgrade their skill and knowledge

� Trying to do something to make their life better and better

� Explore the information that only related to their fields

� Prepare their kids cautiously and systematically because

The EXPERT

� Prepare their kids cautiously and systematically because

they think competition will be tougher in the future

� Living routine

� Striving to be the expert in their field

� Time freedom is their hope

� Safety player in life

� For them, life is a gift

� Have high sense of family (traditional values)

� Their network circles are small, only related to their

professional fields

� Their behavior mostly driven by social norms and family

The EXPERT

� Their behavior mostly driven by social norms and family

values

� Relatively dominated by workers and professionals with

higher buying power

� Financial freedom and time freedom are their dream

� Hardworker, looking for the prosperity and appreciation

� Hero for their family

� The biggest achievement is to upgrade their career status

� Trying to do something to make their financial better and

The CLIMBER

� Trying to do something to make their financial better and

better

� Living routine, very tight working schedule

� Acquire new skills to achieve higher skills in their

professional field

� Career is a journey, job hunter

� Career appreciation is very important for them

� More risk-taker in career

� High sense of family (traditional values)

� Social networking is not quite important for them, self

The CLIMBER

� Social networking is not quite important for them, self

achievement is still dominant motive

� Relatively dominated by workers with lower-middle

buying power

� Become a trend-setter is important

� Victim of the trends (fashion, celebrity, gadget, lifestyle, etc)

� The biggest hope is to be the superstar of a trend

� The tangible aspect (physical appearance, expensive good

ownership, personal image) is important

The TRENDSETTER

ownership, personal image) is important

� Search for the latest trends

� Have a bit sense of purpose: to be admired and followed by

others

� Be the first in the trends is meaningful for their existence

� Narcissist

� High self esteem, self-centered

� Adopting the new technology/gadget to show “who I am”

� More followers meants more people admire them (“I’m

popular”)

� Updating information and adopting new technology is a must.

The TRENDSETTER

� Updating information and adopting new technology is a must.

It doesn’t make me look as 'follower‘

� Recognized by their peers is everything

� Being connected with their friends, colleagues, and

communities is an important aspect in their life

� Competition among peers forced them to be “the #1”

� Relatively dominated by senior high school and college

students with higher buying power

� Friends are everything. Nothing can replace them

� Short-term horizon

� The tangible aspect (physical appearance, expensive good

ownership, personal image, etc) become an important thing

for them

the FOLLOWER

for them

� The biggest hope is they can earn some money by

themselves to buy everything 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

� Accepted by their peers are everything

� More friends meants more people like them (I‘m likeable)

the FOLLOWER

� More friends meants more people like them (I‘m likeable)

� Success is about being together with 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

� Socialize with friends and communities. Togetherness is

dominant values

� Relatively dominated by senior high school and college

students with lower buying power

the FOLLOWER

� Satisfy with their condition at the moment (financially)

� At the Comfort zone

� Having many assets but still conservative in managing them

� 'Outer families' are the center of their world

� Socialize with their family, small society, and ethnic group become

The SETTLER

� Socialize with their family, small society, and ethnic group become

an important moment for showing their success

� Help people around (family, neighbor, and village scope) become

their important concern

� Care to conserve heritage social culture (religion, social values,

custom, and norms )

� Their hope is to be the role model for their families and

society (village scope) through their economic, religious

and cultural achievement

� Generally dominated by 'older' rich people (entrepreneurs,

in heritage riches, retired government officials)

The SETTLER

in heritage riches, retired government officials)

� Still not satisfied with their life but they don't know

how to change it

� Their biggest hope was their kids.

� To achieve better life become their main motivation

� Better future, better economic status

The FLOW-er

� Better future, better economic status

� Balancing between 'dunia' and 'akhirat‘

� Striving for fulfilling family's economic 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

� Victim of change

� Seeing the technology development as a threat

� Strong believer of spiritual values (religion)

� Religion is the only guide for them to face the changing and

uncertain world

The FLOW-er

uncertain world

� Family are the center of their world (focus to their family)

� They are HERO in their family

� Don’t follow technology developments and trends; they

realize they can’t utilize the power of them

� Generally dominated by workers, government officers,

housewives with lower-middle buying power

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Research conducted by:

Center for Middle-Class

Consumer Studies (CMCS)

Suported by:

Invent.ure

SWA Magazine