Global Brand Perception in Indonesian Young Consumer


Global brands have been dominating Indonesian market in these few last years. Indonesia itself is one of a unique and heterogeneous market which is supposed to be difficult to penetrate but the reality shows that Indonesian market has tendency to accept foreign products easily. In addition, Indonesian consumers were very open minded with global brand that was made these brands strong and dominated more than 50% Indonesian market. The global marketers demonstrate their strategic plan to integrate their messages and build good perception in Indonesia notwithstanding the variety of target consumers’ characteristic. Perception itself is an important phase to create the next level of consumer behaviour, which is purchase and repurchase. This research tried to define the integrated marketing communication (IMC) strategy in developing perception in Indonesia and measure its effectivity on develop perception. From various strategy inside IMC, the research will try to quantify which one is more effective than others and also measure its possibility to adopt the strategy for another product, especially the local brand. Besides that, this research also measured the relation between demography and income to perception of global brand. Magnum Indonesia has been chosen based on their success in Indonesia ice cream market and change people’s opinion about ice cream, from a product for kids into a lifestyle brand. The survey used as a tool in this research and focused on Generation Y as the biggest target market in the world right now and to dig more about their understanding and motivation to choose global brand than the local one. This research chooses Yogyakarta and Jakarta as the target cities which represents the divergence of respondents’ characteristic.



Keywords: integrated marketing communication, perception, generation Y, consumer behaviour, global brand

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