The document describes 9 consumer segments of Indonesia's middle class: Aspirator, Performer, Expert, Climber, Trendsetter, Follower, Settler, Flow-er, and Performer. Each segment is defined by 3 key attributes - their motivations, outlook, and dominant demographic. The segments are used by the Center for Middle-Class Consumer Studies to understand consumption patterns among Indonesia's growing middle class population.

1. Indonesia www.consumer3000.net
Middle-Class
Consumer
Center for Middle-Class Consumer Studies
(CMCS) Segmentation
Supported by :
Invent.ure
SWA Magazine
Model

2. The Model
©2012 CMCS

3. The ASPIRATOR
 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,
human right, democratization, etc)
 Updating new information, trend, knowledge, and
technology regularly
 See the competition positively

4. The ASPIRATOR
 Open minded toward globalization and adopt universal
values
 Think about self achievement, yet have concern on issues
beyond themselves (social, politic, coruption,
environment, etc)
 Hope to be the Influencer for the society
 Generally dominated by professionals and business
owners

5. The PERFORMER
 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
 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

6. The PERFORMER
 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
 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

7. The EXPERT
 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
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

8. The EXPERT
 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
values
 Relatively dominated by workers and professionals with
higher buying power

9. The CLIMBER
 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
better
 Living routine, very tight working schedule
 Acquire new skills to achieve higher skills in their
professional field

10. The CLIMBER
 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
achievement is still dominant motive
 Relatively dominated by workers with lower-middle
buying power

11. The TRENDSETTER
 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
 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

12. The TRENDSETTER
 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.
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

13. the FOLLOWER
 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 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

14. the FOLLOWER
 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)
 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

15. the FOLLOWER
 Socialize with friends and communities. Togetherness is
dominant values
 Relatively dominated by senior high school and college
students with lower buying power

16. The SETTLER
 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
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 )

17. The SETTLER
 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)

18. The FLOW-er
 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
 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

19. The FLOW-er
 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
 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

20. Thank You
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Research conducted by:
Center for Middle-Class
Consumer Studies (CMCS)
Suported by:
Invent.ure
SWA Magazine