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A culture that cherishes the housewife's role at home leads
to the usual stereotyping of male and female behavior. Yet, we've noted
the powerful influence of women on the Indonesian automotive market for
both cars and two-wheelers.
That the reverse could also be true will be difficult for many to
imagine. The facts reveal that men in Indonesia aren't that far behind
the ladies when we focus on the pleasures of everyday shopping.
These observations are based on Roy Morgan Single Source, Indonesia's
largest syndicated survey now expanding to include over 27,000
respondents annually, projected to reflect 90 percent of the population
over the age of 14.
Though there are twice as many women visiting the pasar (wet market),
one in five men are out there grocery shopping as well. Though they may
be following instructions, 19 percent of grocery buyers are indeed men.
For just about everything else, they aren't very far behind the ladies.
That includes the neighborhood toko (small shop), the department store,
the supermarket and the convenience store. Only in the clothing store
and beauty salon do women have a commanding share of regular visits.
The obvious conclusion? Shopping is also entertainment for many,
regardless of gender.
Their attitudes to shopping are similar. Indonesians are a very proud
people. Almost 80 percent of them try to buy locally made products, men
just as much as women.
Over 75 percent of the country believes "quality is more important than
price", a view shared by shoppers of both sexes. Men chase "bargains"
as much as women, with 73 percent of the population keen on a good
deal. Quality-conscious, value-conscious, not stupid.
Two out of three people, regardless of gender, aren't "buying luxuries
anymore", but the situation is noticeably better than it was in the
months following the fuel-price hikes in late 2005. On the other hand,
as many as one in three people enjoy shopping so much that they believe
they are "born to shop".
That includes one in five men. No wonder, consumerism is the major
driver of the economy in what is one of the largest markets in the
world for fast-moving consumer goods.
Deeper analysis of the data will of course differentiate between
cities, age and income groups but, more importantly, it will also
reveal attitudinal differences between groups of consumers within the
same product category.
The message to marketers is loud and clear. Obvious typecasting, old
assumptions and simple demographic definitions can be so misleading
that big opportunities can be missed and resources can be grossly
misdirected.
Today, savvy marketers and their agencies have realized that
demographic definitions are meaningless not only for cellular products
and services, but just about everything else.
People intending to buy a motorcycle or an airline ticket, grocery
buyers purchasing shampoo or milk, account holders switching out of a
bank or a viewer switching channels aren't understood by bald
demographics alone. These diverse, but distinct, groups of consumers
can be identified, quantified, qualified and reached cost-efficiently,
without any guesswork.
The converts to this new way of thinking are growing by the day. The
biggest in the game aren't necessarily the best. It's an old adage I've
always believed in, probably because I've always enjoyed being the
underdog.
The contributor is an advertising professional turned researcher and
consultant, based in Melbourne. He has lived and worked across the Asia
Pacific region, including Indonesia. He remains a regular visitor.
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