Consumer

Behaviour
What things determine need and consumption in
Indonesia and ASEAN Countries?
Example Data for
Asean Countries

For instance used GDP data to

see the trend of its data
 Convergence Index for GDP

And then we can

determine the index of
convergence
Variation found in all aspect of Consumer
Behaviour in Asean Countries
Divergence Index (ASEAN Countries)
Based on the data above, we can conclude that:
The Average Level of Consumption in each ASEAN
Countries is same .
In addition, each ASEAN country has a relatively equal rate
of productive age workers compared to its senior worker.
For the level of internet users, in every ASEAN country looks
still has little variation, which means not all residents who
live in the ASEAN countries using the internet. This shows
that there are some areas in ASEAN countries is not spread
evenly.
ASEAN has a relatively similar climate level.
Based on the similarity of interest to each country in
ASEAN, then Product we intend to sell for Asean
Countries are
Fast Food

Fashion Based Product

 Segmentation and Targeting based on
findings of Convergence Market Analysis
ASEAN
Segmentation on Fast Food
in this case, the segmentation of the products from the fast food that we will sell are:

In terms of geography, fast food is suitable for all people both old and young who will be easy
to find in countries, especially the ASEAN region and has been adapted to the local taste based
on the country's basic food.

in terms of demographics, fast food will be aimed at all people, both low, middle, and high
income who have a taste quality that competes with other fast food restaurants.

And in terms of behavior, this fast-food restaurant will offer food delivery services to
consumers who do not have the time to buy food directly to the outlets.
Targeting on Fast Food
Targeting on the young generation based on each segmentation. This is to determine what kind of consumer
fast food we intend to sell based on the targeting market.

Consumer of fast food is :

Young generation with age 16-25: fast waiter, food still fresh, easy to reach, cheap price.

Monthly Expense : > Rp. 500.000

Sex : Women and Men

Region : Indonesia

Psychological : People who like to do anything simple and have high mobilities
Segmentation Fashion
The segmentation of this fashion product is all of the folks, fashion products
that will be suitable for men or women, young or old and who have middle or
high income who have good fashion taste and like comfort in dress. And in
terms of its psychography, this product will be suitable for those who follow
developments in fashion and who want to look still fashionable with simple
dress for everyday use.
Targeting Fashion
Targeting on the young generation based on each segmentation. This is to determine what kind of fashion
we intend to sell based on the targeting market.

Age : 16-24 (young people)

Sex : Male and Female

living in the region : ASEAN member

Psychological : Young people who like to look neat and look fashionable, also young people who can attract
attention around.
One of example fast food product run
in ASEAN
ASEAN

The biggest competitor to China now is probably the

ASEAN region, which is growing both as an export
destination and as a low-cost manufacturing center.
The trade volume of the ASEAN region is almost the
same as the U.S. or E.U. and is one of China's fastest
growing trading partners. Among the sourcing
destinations of the world, ASEAN has been
becoming a popular sourcing destination of the
world as the member countries like Cambodia,
Indonesia, Thailand and Vietnam are becoming
major sourcing hubs for apparels. During 2012,
ASEAN has put a total trade of US$ 49.53 billion.
The growth of the Textile & Clothes of the partner
countries put together has been estimated at 16.65
percent which is more than that of China and India.
Since apparel is becoming a major export product
for some of the members of ASEAN coupled with
their strong export growth, it has become impulsive
to study the export performance of the apparel
items of the ASEAN
What things determine need and consumption
in Indonesia?
Variation found in all aspect of Consumer
Behaviour in Indonesia
Based on the data above, we can conclude that:
The Average Level of Food Consumption in Indonesia is same.
Indonesia has a relatively similar mobile-cellular telephone subscriber.
 Based on the similarity of interest in Indonesia, then
Potential Product we intend to sell for Indonesia are

Handphone

Food
 Segmentation and Targeting based on
findings of Convergence Market Analysis
Indonesia
Segmentation on Mobile Phones
Based on the data we collect, the use of mobile phones in Indonesia is spreading equally
with the differences in population in Indonesian territory. This shows the majority of
Indonesians using mobile phones. But internet usage data in Indonesia shows the
difference, it shows that not all majority of Indonesian people use mobile phones to access
internet. So, we have to make separate segmentation based on the use of mobile phones.

Basic user of mobile phones

Social network and internet user of mobile phones

Targeting on Mobile Phones
Targeting on the young generation and older generation based on each segmentation. This is to
determine what kind of mobile phones we intend to sell based on the targeting market.

Basic user of mobile phones;

Young generation : Modern design, touch screen, specification of mobile phones enough for basic
needs, not too hi-tech, low- budget mobile phones.

Older Generation : Classic/ Average design, keyboard integrated for elder people, larger visual
keypad, easy to use mobile phones.

Social network and internet user of mobile phones;

Young generation : Modern design, hi-tech mobile phones, social networking application embedded
in the mobile phones such as FB, IG, Twitter and other instant messaging.

Older generation : Social network embedded in the mobile phones, easy to use mobile phones.
Segmentation on Food
Segmentation of food products that we have determined to be sell in
indonesia are as follows:

geographical segmentation for this product that will be sold widespread in

Indonesia, by selling online or offline through store or minimarket in every
area.

Demographic segmentation for this product that can be fed by all people,
whether young or old, small to adult and who have income level from low to
high.

Behavior segmentation for this product is we will offer different taste with
good food quality which can give hobby satisfaction to try food with good
quality
Targeting on Food
Targeting on the young generation and older generation based on each segmentation. This is to
determine what kind of consumer food we intend to sell based on the targeting market.

Consumer of food is :

Young generation with age 16-25: fast waiter, food still fresh, easy to reach, cheap price.

Older generation with age > 30: familiarity taste, hygienic, fresh food, healthy, fast service.

Sex : Women and Men

Region : Indonesia

Psychological : People who like typical food and have a general taste
FOOD CONSUMPTION SURVEY (FCS)
INDONESIA 2014
The Indonesian Feed Producers Association (Asosiasi Produsen Pakan
Indonesia, APPI) reports that the current economic slowdown, categorized by
the weak rupiah-U.S. dollar exchange rate and depressed consumer purchasing
power, is expected to continue to slow commercial poultry feed consumption
growth. APPI estimates that Indonesian feed consumption will increase by 8
percent to 17.3 MMT in CY 2016. Indonesian feed millers are heavily reliant on
imported feed ingredients. Factors inhibiting feed millers from sourcing
ingredients locally include low protein content, high raw fiber content, rancidity,
limited and inconsistent corn supplies for commercial scale feed millers, and
storage challenges. Given these challenges and Indonesias expanding livestock
sector, feed millers report inelastic demand for imported corn.
 Top Ten Number of mobile phone users in the world

Based on wikpedia.com
 INDONESIA IS WITHIN THE ASSOCIATION OF SOUTHEAST ASIAN NATIONS ECONOMIC
COMMUNITY WHICH HAS OVER THAN 600 MILLION INHABITANTS

COUNTRY FOREIGN DIRECT INVESTMENT (FDI) REALIZATION IN 2014 WAS UP 16.2%

FROM 2013 WHICH IN TOTAL EXCEEDED U$37 BILLION

ICT SECTOR CONTRIBUTED FOR MORE THAN 3% OF ASEAN GDP AT THE VALUE ABOVE
US$32 BILLION AND EMPLOYS AROUND 11.7 MILLION PEOPLE

JAKARTA IS THE #1 TWITTER CITY IN 2013 AND INDONESIA IS THE 4 TH LARGEST

FACEBOOK SUBSCRIBERS IN THE WORLD OVER THAN 169.7 MILLION MOBILE PHONE
USERS IN 2014 IN WHICH 34% OF THEM USE SMARTPHONE IN THE COUNTRY

MAJOR MNOs: TELKOMSEL HAD NEARLY 40% OF MARKET SHARE , PT INDOSAT AND XL
AXIATA BOTH TWO HAVING 17-18% OF SUBSCRIBERS

IT SPENDING IN INDONESIA CONTINUED TO RECORD DOUBLE DIGIT YEAR-ON-YEAR

GROWTH, ACHIEVING U$ 16.5 BILLION BY THE END OF 2014

OPTIMIZATION OF FINANCIAL: E-COMMERCE AND I-BANKING SECTORS MAXIMIZE

UTILIZATION NUMBERS OF 60 MIO SMART PHONE USERS
Reference
Convengence and Divergence in Consumer Behavior Implication for Global
Advertising. Mooij & Hofstede:2002
Convengence and Divergence in Consumer Behavior Implication for
International retailing Mooij : 2003

http://www.bps.go.id/
http://www.worldbank.org/
http://www.nationmaster.com/country/la-laos
www.itu.int
https://Apjii.or.id
THANKYOU