There are 4 Categories of Indonesian Consumer, those are:
Mature Generation, born in 1945 and down. (upper of 62 years old)
Baby Boomers, born in 1946 – 1964 (43 – 61 years old)
Generation X. born in 1965 – 1979 (28 – 42 years old)
Generation Y. born in 1980 – 1994 (13 – 27 years old)
Each of Generations has several unique categories which need to consider while communicating with them.
BABY BOOMERS (43 – 61 years old)
-Icon generation “KAMI”
-Determined generation
-Experience Rock ‘n Roll, sexual revolution, New paradigm
-Respond to support, comfortable, rights, and achieve heroic
-Attitude Evolution: Rock and Roll, film, sport, politic, business Figure, reality, suggested by market, Race influence, doubt in technology, Religy, aspirations, anti aging, entertainment, victory
-Physic and psycho function
Generation X (28 – 42 years old)
-Progress to get carrier, buy home
-saving, plan of fund
-unwilling to sacrifice their life for enterprise
-glad to take variety of work and raise skill and study vacancy
-teamwork, be equivalent,
-good leader
-no take care of gender issue in job place
-growth creativity and flexible
-humor, sarcasm
-take care of unique advertisement
-nontradition advertisement
-internet: collect information and entertainment
-magazine: enjoyful
-TV: dayend entertainment
-newspaper
-radio
-opposite of Boomer
Generation Y (13 – 27 years old)
-have part time less than 3 hours.
-Growth practical era
-exclusive brand
-sensitive of global issue, proverty, war and environment
-offer help
-responsible, increase social life
-honor of their parents
-not proud
-Life segmentation
-create private product
-internet
-interactivity
-find experience in sales
-growing impatience
-rapid lifestyle, rapid change
(majalah mix)
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