Understanding Indonesian from their Ear, Mouth and Color

While working for a radio station many years ago, class distinction through advertising became apparent. The interesting things about Indonesian is that they can be traced by their daily behahior – what they wear, hear, eat and speak are related to their social status. The big economic gap among them has shaped them into three social groups- lower, middle and high class. Simply, if an Indonesian who listens to Jazz you can comfortably say he comes from the higher class while those who listen to local music called Dangdut, they come from the lower classes.

In addition, radio station that air Jazz music reach small number of listeners but from high income bracket while the station that broadcasts Dangdut music reach the lower stratas of society.That`s why banks or Airline or Car manufacturing companies will not put their commercials on radio stations that play Dangdut music. And it can also be said that energy drink products won’t be advertised on the higer income stations. There’s class distinctions. Just turn the dial of the radio station and see how Indonesians are being catered for by the advertisers. There’s some very specific marketing going on here.

Apparels design, color and materials selection tell who Indonesian belong to social group are. These segmentation also reflect to their thoughts, values and behaviors that basically have been shaped by education and background.

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