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Kopi Kenangan

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The family members consumption-related roles related with the brand/product

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The family members consumption-related roles related with the brand/product

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1. Influencers: The teenage daughter or college student who sees Kopi Kenangan trending on social media and encourages the family to try it.

2. Gatekeeper: The mother controls household spending and decides whether buying coffee is appropriate for the family budget.

3. Decider: The father makes the final decision to purchase since it’s affordable and convenient for his daily routine.

4. Buyer: Either the father or mother makes the purchase at the store or through delivery apps like GrabFood or GoFood.

5. User: The entire family enjoys Kopi Kenangan — the parents drink coffee, while the kids prefer non-caffeine options like Milo Dinosaur or milk-based drinks.

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Starbucks

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Apple, Iphone 17

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The family members consumption-related roles related with the brand/product

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The family members consumption-related roles related with the brand/product

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1. Influencers: children, their friends or older siblings

2. Gatekeepers: Parents

3. Deciders: Parents

4. Buyers: Parents (usually the breadwinner)

5. Users: children or their parents

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The family members consumption-related roles related with the brand/product

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The family members consumption-related roles related with the brand/product

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1. Influencers:

2. Gatekeepers:

3. Deciders:

4. Buyers:

5. Users:

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The family members consumption-related roles related with the brand/product

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The family members consumption-related roles related with the brand/product

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1. Influencers: Teenagers or young adults. Often see Starbucks drinks trending on social media (e.g., TikTok “Starbucks aesthetic”) and persuade their parents to visit or try new flavors.

2. Gatekeepers: Parents. Control the budget for leisure spending and decide how often the family eats or drinks out. They balance Starbucks purchases with household needs.

3. Deciders: Mother / Father. Decide if the family will go to Starbucks after outings, during weekends, or while traveling. They also choose what card or app promotions to use.

4. Buyers: Parents. They make the purchase either in-store or via app. Sometimes, working parents also buy Starbucks for themselves during workdays.

5. Users: Entire family. Everyone enjoys the drinks—parents with coffee, kids with frappuccinos or pastries. It becomes a shared leisure activity and symbol of togetherness.

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The family members consumption-related roles related with the brand/product

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The family members consumption-related roles related with the brand/product

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1. Influencers:

2. Gatekeepers:

3. Deciders:

4. Buyers:

5. Users:

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1. Find the updated social class stage in Indonesia or other country (you can write or just upload the picture based on your findings)

2. What is the social class level that aim by the brand/product?

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1. Find the updated social class stage in Indonesia or other country (you can write or just upload the picture based on your findings)

Indonesian society can be divided into:

Upper Class: Wealthy elites, prioritize exclusivity and global image.

Middle Class: Aspiring, urban, values convenience, experience, and self-expression.

Lower Class: Focused on affordability and basic needs.

2. What is the social class level that aim by the brand/product?

Starbucks primarily targets the upper-middle class and aspirational middle class, including:

Urban professionals and college students who associate Starbucks with productivity, comfort, and prestige.

Families who visit for casual bonding in a modern, clean space.

Consumers who value “accessible luxury” — premium but attainable.

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1. Find the updated social class stage in Indonesia or other country (you can write or just upload the picture based on your findings)

2. What is the social class level that aim by the brand/product?

Albert Heijn – Family Roles and Social Class

In a Dutch family, different members play roles in Albert Heijn’s consumption:

Influencers: children suggest snacks or drinks they see online.

Gatekeepers: parents control what is allowed on the shopping list.

Deciders: parents decide where to shop and which brands to buy.

Buyers: usually the parent who pays at the store or orders online.

Users: the whole family eats or uses the products.

Social class in the Netherlands is divided into seven groups based on income, education, and lifestyle. Albert Heijn mainly attracts the middle and upper-middle classes (the “werkende middengroep” and “werkende bovenlaag”), who value quality, convenience, and online shopping. However, with AH Basic and Bonus deals, it also serves lower-income families.

Target social class:
Albert Heijn focuses mainly on the middle and upper-middle class, offering products that fit their lifestyle—good quality, wide choice, and easy online services—while still remaining accessible to others.

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1. Find the updated social class stage in Indonesia or other country (you can write or just upload the picture based on your findings)

2. What is the social class level that aim by the brand/product?

-> Iphone 17 mainly targeted for upper class due to its starting price of 17 million

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1. Find the updated social class stage in Indonesia or other country (you can write or just upload the picture based on your findings)

Social Class in Indonesia

Upper Class: Income above IDR 20 million per month; prioritizes luxury, brand image, and exclusivity.

Upper-Middle Class: Income between IDR 10–20 million; modern, brand-conscious, values comfort and convenience.

Middle Class: Income between IDR 4–10 million; focuses on affordable quality and aspirational local brands.

Lower Class: Income below IDR 4 million; prioritizes affordability and basic needs.

2. What is the social class level that aim by the brand/product?

Target Social Class: Middle to Upper-Middle Class

Kopi Kenangan appeals to urban young professionals, university students, and families who want premium coffee at a reasonable price.

The brand uses a “affordable luxury” positioning — between Starbucks (premium) and street coffee (cheap).

Appeals to tech-savvy, busy, and modern consumers who value convenience and local pride.

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The family members consumption-related roles related with the brand/product :

1. Influencers:

Peers/Friends: The daughter sees her friends at school or university using Wardah.

2. Gatekeepers:

The Mother (Parent): The mother acts as the gatekeeper. She might control the information or set the rules, such as: "You can wear makeup, but it must be Halal," or "It can't be too expensive," or "You can't buy that brand, it's not for teenagers." She controls access to the product category.

3. Deciders:

The Mother (Parent): In this scenario, the mother is likely the primary decider. After the daughter (influencer) presents her case, the mother makes the final financial decision to approve the purchase, trusting Wardah's brand image (Halal, safe, good value).

4. Buyers:

The Mother (Parent): She might be the buyer, adding the Wardah products to the basket while doing the weekly shopping at a supermarket (e.g., Hypermart) or pharmacy (e.g., Watsons, Guardian).

The Daughter (User): She might be the buyer, purchasing the items herself at the mall or, more likely, ordering them online from an e-commerce platform like Shopee or Tokopedia.

5. Users:

The Daughter: She is the primary user who consumes and applies the makeup/skincare.

Social class :

1. Find the updated social class stage in Indonesia :

A common model used for marketing segmentation in Indonesia is based on Socio-Economic Status (SES), which is often measured by monthly household expenditure.

SES A (Upper Class): Household expenditure > IDR 5,000,000 per month.

SES B (Upper-Middle Class): Household expenditure IDR 3,500,000 – IDR 5,000,000 per month.

SES C (Middle Class): Household expenditure IDR 2,000,000 – IDR 3,500,000 per month.

SES D (Lower-Middle Class): Household expenditure IDR 1,000,000 – IDR 2,000,000 per month.

SES E (Lower Class): Household expenditure < IDR 1,000,000 per month.

2. What is the social class level that aim by the brand/product?

Wardah's primary target social class is the SES D (Lower-Middle Class):

Price: Wardah's prices are "just right." They aren't the cheapest, but they aren't expensive like international brands. You get good quality for the price, which is perfect for a middle-class budget.

Accessibility: You can find Wardah products everywhere in supermarkets, malls, and online shops. This makes it very easy to buy.

Brand Image:

For the class just below middle (SES D), using Wardah feels like an "upgrade" from cheaper local brands.

For the upper-middle class (SES B), Wardah is a "smart" and safe choice. The Halal label is also a very important reason why many people trust and buy it.

Not for the Upper Class: Wardah doesn't really target the super-rich (SES A). People in that class usually prefer to buy expensive, imported luxury brands (like Dior, Lancôme, or MAC).