0 Kuliah X DEVELOPMENTAL PSYCHOLOGY: UNDERSTANDING TEEN BEHAVIOR by YANTI B. SUGARDA

1 TEEN BEHAVIOR TEEN YEARS =The AGE FOR BIG CHANGES : •Physical •Psychological •Social

KEY TASK OF TEENS : ACHIEVING IDENTITY 2

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4 Kebiasaan Hari sekolahBangun Pagi 5.30Tidur Hari liburBangun pagi 6.30Tidur ke atas Kerja/Sekolah/Kegiatan Nonton TV Baca Ngobrol Dengar Musik Pengajian Mall Internet

5 Favorite fast food McDonald68% KCF52% Pizza Hut40% Texas Fried Chicken29% CFC27% Favorite soft drinks Coca Cola88% TEENS AND SPENDING Clothes0-5 times a month Tshirt Pants1-4 times a year  Jeans Shoes1-4 times a year  Sport Wrist watch max 1 time a year  sporty and bright Cosmeticsfrequent, according to need  brand loyal? Eat/food/drinks  biggest portion of allowance spent (72%) Fast food Soft drinks

6 TEENS AND FASHION Fashion is an important part in the life of a teen Jakarta teens Very quick to adopt new trends from abroad  Europe or US.  a matter of days, or at the most, a month to reach Jakarta teens Source of instant influence Example :Flower brooch  Winona Ryder Britney Spears Jennifer Lopez Television Internet Magazine What is worn by world celebrities Not a matter of brand Even among AB s.e.c with pocket money of Rp (outside books & transport •Quantity of purchases, better than brand (easily bored) •Branded products have image of older adults Boutique garments Orientation  Japan, Hongkong, Korea  change every 3 months US and Europe  monotonous and not funky 

7 Teens and Garment 2 places to buy fashion garments : Melawai Plaza Mangga Dua  Even AB classes driving BMW’s •Teens are currently more independent and selective. •Not always follow complete fashion trend but sometimes only partial (belt, bandeaux, pants, etc)

8 TEENS AND MUSIC Contemporary Hits Lagu-lagu baru yang sedang hits  tidak membatasi diri pada jenis musik Dalam dan Luar Negeri 90% lagu baru 10% lagu lama Favorite Music Pop Music  Indonesian 59% Western47% Favorite Music Program MTV Indonesian 45% MTV Asia37%

9 TEENS AND RADIO Radio : Cater to teen subculture Reflect :-Shallowness -Childishness -Dynamism -Trendy Place for “Curhat” DJ or Penyiar  -trend setter -“friend” -style of teen language “Bahasa Gaul”  -mixture of Indonesian and English Talk show  -great variety of topics -light topics Live, interactive

10 Intensitas Menonton TV PENONTON BERAT PENONTON RINGAN Ibu Rumah Tangga Pra Remaja – Remaja Dewasa Muda Anak Pra Dewasa Makin jarang nonton Makin tua Makin kecil

11 Sifat Penonton 1.Mencari Acara  utama Stasiun TV  mendukung 2.Mengidentifikasikan stasiun TV dan programnya.  Sering rancu 3.Mengganti channel •Bila ada iklan •Bila ada bagian dari program yang kurang menarik

12 Pola Ganti Channel Yang ganti-ganti channel : > 80% Faktor : “pull” and “push” Ketuntasan menonton •Tetap menonton 1 program hingga selesai : 61% •Tidak sampai selesai : 39% Cari-cari program bagus hindari iklan pull push pull & push

13 Program Dan Profil Khalayak MUSIK LAKI – PEREMPUAN Remaja & dewasa Jauh lebih banyak wanitaTELENOVELA SINETRONLebih banyak wanita KUIS LAKI – PEREMPUAN Dewasa (> 21 tahun) OLAH RAGALebih banyak pria

14 TEENS AND FILM Highest Ratings •Sinetron, serial film, drama •Mistery •Action Sinetron and serial films : Life of young people : -relationship with parents -school matters -love matters 68 hours a week in front of TV (according to Kompas) Favorite Media TV80%

15 Media Alternatif Dewasa Muda Pria Remaja-Remaja •Radio •Majalah •Internet •Koran •Tabloid Ibu Rumah Tangga •Tabloid •Majalah •Radio •Koran Anak •Komik •Majalah Anak •Playstation •Koran •Radio •Majalah •Internet •Tabloid Pria Dewasa

16 MaleFemale% Heavy TV viewing5563 Heavy Radio listening3643 Heavy News Paper reading2428 Heavy Tabloid710 Heavy Magazine1014 Teenger (12-18 year) Media Habits

17 TEENS AND SOCIAL LIFE •Hours spent at malls or plazas •Gather at certain streets : Bulungan Mahakam Lamandau •High mobility  run in “gangs” or “groups” •High solidarity  sharing and giving positively and negatively Teen fluence  high, because of group behavior and group belongingness •Maturity leads to dispersion of groups

18 TEENS AND SEX Male – Female relationship and attraction One of the strongest drives :  Dating – (Pacaran) Teens experiences problems concerning this aspect : - communication:30% - love:25% - affairs:4% - others: * broken heart * violence * marriage preparation * third party conflict, etc 48%

19 20 years ago approve of free sex = < 10% 10 years ago approve of free sex = > 10% 5 years ago approve of free sex = 17 % Unplanned sex = 45% Planned sex= 20,4%

20 TEENS AND SMOKING White cigarette48% Kretek Filter37% Favorite brand Sampoerna Mild44%

21 CONCLUSIONS 1.Faster response and orientation to change adoption of new lifestyles new trends new products 2.Word-of-mouth medium 3.Externalization: Pulling factor Pushing factor (freedom, empowerment, puberty, dynamic) 4.Influence of tradition changed by influence of media 5.More knowledgeable consumers - selective - more taste

22 7.More technology - oriented culture - Target for high tech marketing communication - Sensory creativity, sensory technology 8.Cyber consumers 9.Less authoritative (legacy of 60’s and 70’s family/ed. System) more participative consumer 6.More purchases:- clothes - cosmetics - travel - eating - socializing Café music