The document presents a segmentation analysis of middle-class consumers in Indonesia, outlining five distinct consumer types: the Aspirator, Performer, Expert, Climber, Trendsetter, Follower, Settler, and Flow-er, each defined by different motivations, behaviors, and demographic characteristics. Key themes include aspirations for financial freedom, self-achievement, the influence of social networks, and varying degrees of engagement with technology and trends. The study reflects a comprehensive view of consumer behavior shaped by personal, social, and economic factors in contemporary Indonesian society.

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