Consumer Types: Indonesia

December 2018

While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender, or income. To overcome this issue, Euromonitor International’s Survey team looks beyond standard demographics to create distinct, personality-driven consumer types. These consumer types incorporate many of the diverse attitudes and habits that separate one person from another, even distinguishing among those in the same demographic group.

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Secure Traditionalist (44%)

  • Avoids shopping
  • Avoids strong or premium branded products
  • Prefers to save rather than spend
Undaunted Striver (13%)
  • Image conscious
  • Likes to try new things
  • Tech-savvy
Impulsive Spender (32%)
  • Seeks bargains
  • Makes impulsive purchases
  • Prefers to live in the moment
Inspired Adventurer (11%)
  • Likes to try new things
  • Future-focused
  • Interested in living-abroad and being self-employed

Introduction to Indonesian Consumer Types

Background on Euromonitor International’s consumer types analysis
Uncovering key consumer types in 21 global markets
Key traits of the four Indonesian consumer types
More on Indonesia consumer types
Secure Traditionalist
Impulsive Spender
Undaunted Striver
Inspired Adventurer

Lifestyle Habits and Preferences

Exploring the lifestyle habits and preferences of Indonesian consumers
Attitudes towards status and consumerism
Trade-offs between spending, time, and ways to simplify life
Exploration of nutrition and exercise across consumer types
Outlook on green labelling and environmental concerns
Dependence on and perceptions of the internet
Reliance on mobile phones

Following Indonesian Consumers Through the Path to Purchase

Exploring the habits of shoppers in Indonesia
Path to purchase: Secure Traditionalist
Path to purchase: Impulsive Spender
Path to purchase: Undaunted Striver
Path to purchase: Inspired Adventurer
Understanding online shopping behaviour

Demographic Breakdowns of Indonesian Consumer Types

Age and gender
City size and parental status
Education and employment

Research Overview

Euromonitor International’s consumer segmentation series
Other 2017 consumer types reports
Overview of Lifestyles survey
Cluster analysis methodology in detail
Cluster analysis survey questions (1)
Cluster analysis survey questions (2)
Cluster analysis survey questions (3)
Cluster analysis survey questions (4)
Cluster analysis survey questions (5)


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