Sectoral Developments

**References**

March 2018

2019

[1] My Adventures in Marketing: The Autobiography of Philip Kotler. KotlerMarketing.com. 27 June 2017

*Promotion and Marketing Communications*

[13] Mobile Phone Internet User Oenetration Worldwide 2014–2019. Statista Research Department; 2015

[14] Neher K. Visual Social Marketing For Dummies. Boot Camp Digital; 2013

[15] Shairoz AZ. Make an Impact with Key Digital Marketing Strategies: Ultimate Competitive Marketing Guide

[16] Punita D, Anurag S. M-Commerce: Experiencing the Phygital Retail. Apple

for Driving Growth. 2019

Academic Press; 2019

[2] Kotler PT, Armstrong G, Agnihotri P. Principles of Marketing. 17th ed. 31st

[3] Ismagilova E, Dwivedi YK, Slade E, Williams MD. Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art. January 2017

[4] Global Internet Report + Social Media Statistics & Facts. 2019. Available

[5] International Telecommunication Union. World Telecommunication/ICT Development Report and Database;

[6] United Nations Fund for Population Activities. The State of the World's Children 2017: Children in a Digital

[7] OECD. Economic Outlook for Southeast Asia, China and India 2018.

[8] Digital Marketing Insights 2018. Social Beat Digital Marketing LLP

[9] Ghosh S. Social Media Success: Strategies to Mastering Your Business or Brand. Educreation Publishing; 2017

[10] G Global Innovation Index 2017: Innovation Feeding the World. Cornell University; INSEAD; World Intellectual

[11] Hussmann S. Automation in Agriculture: Securing Food Supplies for Future Generations. March 2018

[12] Hemann C, Burbary K. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

Property Organization

**138**

Development Centre; 2018

from: www.statistica.com

World. August 2018

**Chapter 7**

**Abstract**

offline markets.

**1. Introduction**

**141**

Dissecting Changes in Consumer

The importance of a psychographic approach is to find out what underlies the lifestyle of people in Indonesia as consumers of various product brands and services circulating in traditional and modern markets. Pattern forming the consumers' insight needs to be known and seen from the activities, desires, and opinions expressed through their shopping styles. Basically, this perception is a way to show others around them that they have different ways of getting what they want. This insight continues to develop along with technological developments that provide convenience in facilitating products and services. This chapter will discuss the consumers' typologies based on their psychographic segment in Indonesia and the influence of technology trends in higher aspiration purchases within online and

**Keywords:** psychographics, characteristics of consumer markets, offline and online marketing, new segments of marketing, Labuhanbatu Regency Indonesia

the competition to win the hearts of consumers have changed the face of

The hustle and bustle of traditional markets and the entry of modern markets in

Labuhanbatu Regency into an area that continues to be in demand by supermarket and mall business practitioners. These forms of modern businesses quickly win the hearts of consumers and expand their market share. Changes and transitions of the modern shops concept also penetrated the local business to be able to compete with the practitioners of mini market businesses that have been scattered almost all over the region. Modern outlets that are displayed offer more to increase the value of consumers'social class that seems luxurious, elegant, fast, and friendly service along with professional management [1]. Those all are different with the appearance presented by business people in traditional outlets, seeming slum, stink, and shabby; therefore, almost most of the traditional business people are eliminated from competition. However, those who quickly adjust to the market-changing conditions can survive even if they seem to live in shame but unwilling to die. Another factor that arises upon social value in class advancement in Labuhanbatu community is the emergence of online transportation that can spoil consumers by shopping online service with no need to waste time getting out of the house. Modern business people quickly and responsively act to the emergence of

Characteristics through

Psychographics

*Sumitro Sarkum*

## **Chapter 7**
