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High-earning, professionals, technology adopters and fashion conscious families in urban areas.
Highly educated, young, optimistic, socially progressive and tech-savvy urban dwellers.
Educated, young families with above average incomes living in urban areas.
A mix of students and families. Attracted to new things and aspiring to improve their lives.
Traditional and more conservative families who are struggling to make ends meet.
Rural Indonesians covering a diverse range of incomes, attitudes and values.