Alex Gurkin: Strategies for a Sustainable Tech Career
Characteristics of Indonesia Middle-Class Consumer - The 8 Faces
1. Indonesia www.consumer3000.net
Middle-Class
Consumer
Characteristics
of Indonesia
Center for Middle-Class Consumer Studies
(CMCS)
Supported by :
Invent.ure
SWA Magazine Middle-Class
3. SEGMENTS THE ASPIRATOR THE PERFORMER THE EXPERT THE CLIMBER THE TRENDSETTER THE FOLLOWER THE SETTLER THE FLOW-ER
To be a role model among
Great achievement, career To have stand out To be exist in their
1. HOPE/DREAMS Life compassion To get financial freedom their friend and the To have peace in live To get a better life
and business expertise among peers community
community
Getting a better job for
2. IMPORTANCE FACTOR A better society, nation Career and business The highest standard Influencing community
the better life of their Following the trend Religion and spirituality Success of their children
IN LIFE and world achievement expertise and friend
family
3. PERCEPTION ABOUT Life is about contribution Life is about leading Life is about stability and Life is about struggling and
Life is about competition Life is about learning Life is about striving Life is about conformity
LIFE and inspiring others others security flowing
Global values, Lifetime learning,
Riding the trend, be the Harmony seeker,
achievement, expertise building, Hardworking, high Acceptance seeker, Security in life, family is
Universal values, first, frontier among conservative, comfort,
4. NORMS AND VALUES competition, self professional productivity, family togetherness, friends is everything, keep
humanism friends and community, respect traditional values,
actualization, result- acknowledgement, orientation everything traditional values
competition spiritual
driven, risk-taking continuous improvement
Make contribution to the
Stay ahead in their Better social economic Balancing material and
5. MOTIVATION society, nation and the Personal growth Frontier of the trend Community acceptance Life security and stability
professional expertise class spiritual life
world
Worsen world Cannot cope with the Alienation and being
6. WORRIES AND Unable to catch up the Lack of resources to catch Lack of benevolence in Accelerated change and
(environment, values, competition (career, Loss the family time ignored by friends or
ANXIETIES latest expertise up the trend facing the day of the death life complexity
morality, etc) business, etc.) community
Connect with universal Involve in community for Maintain professional Being the center of Involve in the ethnic,
Build and maintain family Make relevance with Foster their big family
7. SOCIAL RELATIONSHIP issues, involve and active self-actualization and network to sharpen community (being the religion, and
harmony/intimacy community and friends relationship
in public interest career development competencies center of attention) neighbourhood society
Achieve highest education
Build children's multiple Less visionary, egalitarian, Treat children's education
Open minded, purposive. Narrow minded, directive. possible, conservative,
8. PARENTING STYLE intelligence, open minded, Practical, pragmatic, job- Less visionary, egalitarian, "laizes faire", push as a status, traditional,
Achievement is important Competence-building is religion-oriented,
(EDUCATION FOR THEIR democratic, egalitarian, seeking orientation. Skill- children happiness is themselves to fulfil their less visionary. "Education
(be the best in academic important (still academic authoritarian. Spiritual &
CHILDREN) dialogue. Character building is important everything children's wants (material as a social status" is
score) score focused) family values are
building is important. things) important
important
Longterm investment in Smart investment in fast-
Prudent investment in High-yield, riskier
conservative portfolios yield, short-term
9. ASSET MANAGEMENT basic portfolios (e.g. Limited investment investment (e.g. stock, Limited investment (e.g. Traditional investment Limited investment (e.g.
(eg. deposit, stock, govt. portfolios (eg. mutual
PATTERN deposit, govt. obligation, (saving, gold, etc.) forex, corporate saving, mutual fund, etc.) (land, property, gold, etc.) Saving, gold, etc.)
obligation, mutual fund, fund, unit link, deposit,
land, property, gold, etc.) obligation, property, etc.)
gold, property, etc.) etc.)
Socialize with their Socialize with their
Competence building Gathering, sharing, Regularly socialize with
community; learning community; learning
(seminar, symposium, chatting with family friends (at high-end mall, Actively involve in religion
(reading, seminar, etc.), (reading, seminar, etc.);
workshop, etc.); members; occasional cafe, etc.); info and apps Regularly socialize with community (e.g.
info and apps searching in info and apps searching in Regularly socialize with big
11. EXTRA-ACTIVITIES networking with peers; family refreshing (e.g. zoo, searching in the internet their friends (at school, "pengajian"), ethnic
the internet; refreshing the internet; annual family (e.g. arisan) and
(NON-ROUTINE socialize with big family beach, 2nd-class mall, (about trend in fashion, mall, 7-Eleven, etc.); social community, and
(holiday, yoga, art holiday (iedul fitri, religion community (e.g.
ACTIVITIES) (occasionally); social etc.); annual holiday (iedul gadget and lifestyle); networking (Twitter, neighbourhood activities
exhibition, theater christmas, etc.); social "pengajian")
networking (Facebook, fitri, christmas, etc.); social networking (Twitter, Facebook and Youtube). (e.g. RT, RW, village social
performance, etc.); social networking (Twitter,
LinkedIn, Slideshare and social networking Facebook, Instagram, activities)
networking (Twitter, blogging, LinkedIn and
BBM). (Facebook). Foursquare, BBM, etc.).
blogging and BBM). BBM).
Global and national issues "How to" information
Technical knowledge Popular news (e.g. politic, Religion-related Religion-related
(politics, social-economic, about career and business, Popular news and Popular news and
related to their expertise; criminal, entertainment, information and information and
environment, human etc.; information about information about information about
popular news (politic, celebrity gossip, etc.); knowledge; Popular news knowledge; Popular news
right, etc.); information their hobbies (e.g. lifestyle, fashion, gadget, lifestyle, fashion, gadget,
social-economic, information about their (e.g. criminal, (e.g. criminal,
11. TYPICAL about health, leisure, and photography, gadget, entertainment, and entertainment, and
entertainment, celebrity hobbies (e.g. motorcycle, entertainment, celebrity entertainment, celebrity
INFORMATION NEEDS their hobbies (e.g. books, apps, music, travelling, celebrity gossip celebrity gossip
gossip, etc.) gardening, etc) gossip, etc.) gossip, etc.)
AND MEDIA art, collectible, etc.) etc.)
Media: Desktop, mobile Media: Desktop, mobile Media: Desktop, mobile
Media: Desktop, mobile Media: Desktop, mobile Media: Desktop, mobile Media: Desktop, mobile Media: Desktop, mobile
handset, tablet, television, handset, tablet, television, handset, tablet, television,
handset, television, radio, handset, tablet, magazine, handset, television, handset, television, handset, television,
newspaper, magazine, newspaper, magazine, newspaper, magazine,
newspaper, magazine, etc. etc. magazine, etc. newspaper, etc. newspaper, etc.
books, etc. books, etc. books, etc.
4. SEGMENTS 1. HOPE/DREAMS 2. IMPORTANCE FACTOR IN LIFE 3. PERCEPTION ABOUT LIFE 4. NORMS & VALUES
Life is about contribution & inspiring
THE ASPIRATOR Life compassion A better society, nation & the world Universal values, humanism
others
Global values, achievement,
THE PERFORMER Great achievement, career & business Career & business achievement Life is about competition competition, self actualization, result-
driven, risk-taking
Lifetime learning, expertise building,
To have stand out expertise among
THE EXPERT The highest standard expertise Life is about learning professional acknowledgement,
peers
continuous improvement
Getting a better job for the better life Hardworking, high productivity, family
THE CLIMBER To get financial freedom Life is about striving
of their family orientation
Riding the trend, be the first, frontier
To be a role model among their friend
THE TRENDSETTER Influencing community & friend Life is about leading others among friends and community,
& the community
competition
Acceptance seeker, togetherness,
THE FOLLOWER To be exist in their community Following the trend Life is about conformity
friends is everything
Harmony seeker, conservative,
THE SETTLER To have peace in life Religion & spirituality Life is about stability & security comfort, respect traditional values,
spiritual
Security in life, family is everything,
THE FLOW-ER To get a better life Success of their children Life is about struggling & flowing
keep traditional values
5. 8. PARENTING STYLE (EDUCATION
SEGMENTS 5. MOTIVATION 6. WORRIES & ANXIETIES 7. SOCIAL RELATIONSHIP
FOR THEIR CHILDREN)
Build children's multiple intelligence,
Make contribution to the society, Worsen world (environment, values, Connect with universal issues, involve open minded, democratic, egalitarian,
THE ASPIRATOR
nation and the world morality, etc) and active in public interest dialogue. Character building is
important
Open minded, purposive. Achievement
Cannot cope with the competition Involve in community for self-
THE PERFORMER Personal growth is important (be the best in academic
(career, business, etc.) actualization and career development
score)
Narrow minded, directive. Competence-
Stay ahead in their professional Maintain professional network to
THE EXPERT Unable to catch up the latest expertise building is important (still academic
expertise sharpen competencies
score focused)
Build and maintain family Practical, pragmatic, job-seeking
THE CLIMBER Better social economic class Loss the family time
harmony/intimacy orientation. Skill-building is important
Being the center of community (being Less visionary, egalitarian, children
THE TRENDSETTER Frontier of the trend Lack of resources to catch up the trend
the center of attention) happiness is everything
Less visionary, egalitarian, "laizes faire",
Alienation and being ignored by Make relevance with community and
THE FOLLOWER Community acceptance push themselves to fulfil their children's
friends or community friends
wants (material things)
Treat children's education as a status,
Lack of benevolence in facing the day Involve in the ethnic, religion, and
THE SETTLER Balancing material and spiritual life traditional, less visionary. "Education as
of the death neighbourhood society
a social status" is important
Achieve highest education possible,
conservative, religion-oriented,
THE FLOW-ER Life security and stability Accelerated change and life complexity Foster their big family relationship
authoritarian. Spiritual & family values
are important
6. 9. ASSET MANAGEMENT 10. EXTRA-ACTIVITIES (NON-ROUTINE
SEGMENTS 11. TYPICAL INFORMATION NEEDS & MEDIA
PATTERN ACTIVITIES)
Socialize with their community; learning
Global and national issues (politics,
Longterm investment in (reading, seminar, etc.), info and apps
social-economic, environment, human Media: Desktop, mobile handset,
conservative portfolios (eg. deposit, searching in the internet; refreshing (holiday,
THE ASPIRATOR right, etc.); information about health, tablet, television, newspaper,
stock, govt. obligation, mutual fund, yoga, art exhibition, theater performance,
leisure, and their hobbies (e.g. books, magazine, books, etc.
gold, property, etc.) etc.); social networking (Twitter, blogging and
art, collectible, etc.)
BBM)
Socialize with their community; learning
"How to" information about career
Smart investment in fast-yield, (reading, seminar, etc.); info and apps Media: Desktop, mobile handset,
and business, etc.; information about
THE PERFORMER short-term portfolios (eg. mutual searching in the internet; annual holiday (iedul tablet, television, newspaper,
their hobbies (e.g. photography,
fund, unit link, deposit, etc.) fitri, christmas, etc.); social networking magazine, books, etc.
gadget, apps, music, travelling, etc.)
(Twitter, blogging, LinkedIn and BBM)
Competence building (seminar, symposium,
Technical knowledge related to their
Prudent investment in basic workshop, etc.); networking with peers; Media: Desktop, mobile handset,
expertise; popular news (politic, social-
THE EXPERT portfolios (e.g. deposit, govt. socialize with big family (occasionally); social tablet, television, newspaper,
economic, entertainment, celebrity
obligation, land, property, gold, etc.) networking (Facebook, LinkedIn, Slideshare magazine, books, etc.
gossip, etc.)
and BBM)
Gathering, sharing, chatting with family
Popular news (e.g. politic, criminal,
members; occasional family refreshing (e.g. Media: Desktop, mobile handset,
Limited investment (saving, gold, entertainment, celebrity gossip, etc.);
THE CLIMBER zoo, beach, 2nd-class mall, etc.); annual television, radio, newspaper,
etc.) information about their hobbies (e.g.
holiday (iedul fitri, christmas, etc.); social magazine, etc.
motorcycle, gardening, etc)
networking (Facebook)
Regularly socialize with friends (at high-end
High-yield, riskier investment (e.g. mall, cafe, etc.); info and apps searching in the Popular news and information about
Media: Desktop, mobile handset,
THE TRENDSETTER stock, forex, corporate obligation, internet (about trend in fashion, gadget and lifestyle, fashion, gadget,
tablet, magazine, etc.
property, etc.) lifestyle); social networking (Twitter, Facebook, entertainment, and celebrity gossip
Instagram, Foursquare, BBM, etc.)
Regularly socialize with their friends (at school, Popular news and information about
Limited investment (e.g. saving, Media: Desktop, mobile handset,
THE FOLLOWER mall, 7-Eleven, etc.); social networking lifestyle, fashion, gadget,
mutual fund, etc.) television, magazine, etc.
(Twitter, Facebook and Youtube) entertainment, and celebrity gossip
Actively involve in religion community (e.g. Religion-related information and
Traditional investment (land, "pengajian"), ethnic community, and knowledge; Popular news (e.g. Media: Desktop, mobile handset,
THE SETTLER
property, gold, etc.) neighbourhood activities (e.g. RT, RW, village criminal, entertainment, celebrity television, newspaper, etc.
social activities) gossip, etc.)
Religion-related information and
Limited investment (e.g. Saving, Regularly socialize with big family (e.g. arisan) knowledge; Popular news (e.g. Media: Desktop, mobile handset,
THE FLOW-ER
gold, etc.) and religion community (e.g. "pengajian") criminal, entertainment, celebrity television, newspaper, etc.
gossip, etc.)