Xenocentric Consumer Analysis in Indonesia: A Case Study of Foreign Cultural Products from South Korea

Abstract

This research aims to explore the consumption orientation and the causes of Indonesian citizens consuming foreign cultural products from South Korea. This research applies qualitative research method to comprehensively describe the occurring phenomenon related to the causes of Indonesian citizens consuming foreign cultural products, in this case BTS, such as digital songs, physical albums, and concerts organized by South Korean entertainment company Big Hit Entertainment. This qualitative method takes a case study approach to explore the objects of research, which were the causes of xenocentric behaviors in Indonesia for the case of cultural products consumption. Consumption orientation factors that encouraged consumers to prefer South Korean cultural products are internal factors that include the psychographics of self-esteem and self-satisfaction, the demographics of educational background, as well as external factors that involved quality, price, benefit, environment (peer pressure, culture, reference group, and circumstance). Moreover, South Korean cultural products possess commensurable qualities, aesthetics, benefits, and prices for consumers that attract the attention of foreign consumers (Indonesian citizens) and amplify the interest of local consumers, dominating foreign markets outside of the producing country. This research will provide a valuable and unique contribution for the development of marketing management literatures as its focus is attempting to explore the causes of xenocentric consumer behaviors in consuming foreign cultural products, in which this case is yet to be widely discussed in marketing studies