Segmentasi Pasar Berdasarkan Dimensi Gaya Hidup dan Etnosentrisme Konsumen (Studi Kasus Indonesia dan Singapura).

Abstract

Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This paper identifies consumer market segments existing among Indonesian and Singaporean consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through personal interviews in two main cities in Indonesia and Singapore, Jakarta and Singapore, which attract growing urban industrialization and population migration rapidly degrading places. Survey findings indicated that 12 lifestyle dimensions among the Indonesian consumers had an influence on their ethnocentric tendencies and buying behavior and 11 lifestyle dimensions among the Singaporean consumers had an influence on their ethnocentric tendencies and buying behavior. Using the lifestyle dimensions extracted, two distinct market segments were found among Indonesian and Singaporean consumer. Indonesia has Tradisionalist and Moderate market segment and Singapore has Moderate and Liberal market segment. The findings provide some implications to marketers who currently operate in or are planning to enter into the Indonesian and Singaporean market in the near future.