Abstract:

Current Indonesia’s dominating generation which called millennial has attracting marketing practice. This study aims to analyse their unique behavior and perform a market segmentation from point of view 7Ps marketing mix, personality, and lifestyle on buying their car buying decision. For this purpose, research method of qualitative and quantitative were applied with In Depth Interview of 8 respondents and deeper data collecting from Snowball Sampling for 300 respondents through offline & online questionnaire. Factor analysis of the data identified 18 factors which further analysed using cluster analysis. The cluster analysis revealed different cluster numbers for each car’s brands. Significant differences were found between groups in each brands in term of decision making role, demographic, marketing mix consideration, personality and lifestyle. This study provides new insights regarding customer segmentation, especially for millennial generation in developing country such as Indonesia.