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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
Characteristics of Indonesia Middle-Class Consumer - The 8 Faces
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.
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
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
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.)

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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.)