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Diterbitkan olehHermanto Dewa Telah diubah "9 tahun yang lalu
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0 Kuliah X DEVELOPMENTAL PSYCHOLOGY: UNDERSTANDING TEEN BEHAVIOR by YANTI B. SUGARDA
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1 TEEN BEHAVIOR TEEN YEARS =The AGE FOR BIG CHANGES : •Physical •Psychological •Social
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KEY TASK OF TEENS : ACHIEVING IDENTITY 2
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4 Kebiasaan Hari sekolahBangun Pagi 5.30Tidur 10.30 Hari liburBangun pagi 6.30Tidur 11.30 ke atas Kerja/Sekolah/Kegiatan Nonton TV Baca Ngobrol Dengar Musik Pengajian Mall Internet
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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
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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. 500.000 (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
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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)
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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%
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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
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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
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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
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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
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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
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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%
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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
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16 MaleFemale% Heavy TV viewing5563 Heavy Radio listening3643 Heavy News Paper reading2428 Heavy Tabloid710 Heavy Magazine1014 Teenger (12-18 year) Media Habits
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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
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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%
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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%
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20 TEENS AND SMOKING White cigarette48% Kretek Filter37% Favorite brand Sampoerna Mild44%
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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
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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
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