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COMMENTARY ON US-INDONESIA COMMERCIAL DEVELOPMENTS FROM THE AMERICAN INDONESIAN CHAMBER OF COMMERCE

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Tuesday, February 8, 2011

Who Is the Indonesian Consumer ?

During my November 2010 visit to Indonesia I spent time with Debnath Guharoy, of Roy Morgan Single Source. Debnath’s group tracks the opinions of a sample of 25,000 Indonesians from all walks of life and regions of the country. Its always fascinating to talk to people such as Debnath, who seem to have their pulse on the thinking of the average Indonesian, if one believes there is one ! For example, I learned that fewer Indonesians are using buses, 62% now own a cell phone but only 1% have insurance, a majority feel they are better off this year than last but trust in government is dropping, they are more health conscious and conservative in their outlook, but support for sharia law is dropping. Roy Morgan is a leading Australian market research firm whose clients include local and international banks and consumer brands. Knowing that Debnath is a ubiquitous contributor to Indonesian newspapers I asked AICC’s intern, Jon Rea, to compile a summary of these public columns published in The Jakarta Post. I was pleasantly surprised to find a wealth of information just in these casual columns. So, AICC is pleased to present them to you, not in their original narrative form but as a set of bullet points. They indicate a country increasingly driven by information technology and a consumer oriented marketplace. Demands for better quality products (including non Indonesian made ones) , better government, infrastructure are on the rise, presenting challenges and opportunities simultaneously.

And yes, surprisingly, less people are going to those new shopping malls that seem to pop up overnight; more are going to new convenience stores.

Click Here to read a list of bullet points on: consumer trends, political opinions, views of the economy, and basic demographics

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President of the American Indonesian Chamber of Commerce, a private not for profit membership organization based in NY.

These views do not necessarily represent those of the American Indonesian Chamber of Commerce or its members.

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