All Men Are Not Alike, New Study Says
Jakarta. Advertising company Leo Burnett Indonesia and research agency Prompt Research introduced five new types of modern Indonesian men based on an in-depth study conducted last year.
According to Leo Burnett Indonesia executive director Henry Manampiring, there have been very few studies about Indonesian men.
The new in-depth study, "Peeking Beneath the Sarong," which was presented at Plaza Senayan in Jakarta, last Thursday (26/05), finds men are just as complex as women.
It was conducted between August and November 2015 and reveals that most Indonesian men see themselves as dominant over women.
Approximately 87% of Indonesian men believe husbands should have higher income than their wives. 71% of these men also believe wives should put the interest of their husbands and families first.
A majority of the Indonesian men surveyed believe important positions in the government (79%) and in the workplace (78%) should be reserved for men.
The study puts forward five new categories of Indonesian men based on their values, attitudes and lifestyles: Alpha Gorilla, Social Peacock, Introvert Owl, Papa Bear and Playful Bunny.
"We're trying to avoid cliché and overused terms like "Macho Man" or "Metrosexual Man," Henry said.
The study defines an Alpha Gorilla as a dominant man at home and at the office. He wants to make all the important decisions and is usually very religious. He also tends to follow very conservative social values.
The Introvert Owl is the thinking type. He doesn't seek to dominate women and is not a risk-taker. People usually see him as quiet or even anti-social as he prefers to spend time on his own or with his close friends. The Introvert Owl also prefers jobs that accommodate his ideas and critical thinking.
Social Peacock is a new term for the metrosexual man. He likes to hang out with friends and pays a lot of attention to the way he looks.
"These (Social Peacock) men enjoy shopping, as well as sales promotion girls' attention," said Henry with a smile.
Papa Bears are family men. A Papa Bear maintains good relationships with both his own family and his spouse's family. He loves children and takes an active role in raising them.
The Playful Bunnies are work hard, party hard type of men. They are ambitious and have a long-term career plan. They are also very dominant at work and at home.
The study involved a total of 1,008 male respondents aged between 15 and 65 years old in Jakarta, Bandung, Surabaya, Medan and Makassar.
"This study offers a comprehensive look on Indonesian men, what and how they think and how they make decisions," Henry said.
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