Kelangenan Cars in Javanese Culture

Javanese people comprise about 60% of Indonesian population. As the second largest city of East Java, Malang population represents Javanese consumers. In Javanese culture, the idea of kelangenan is very important to express one's existence. This research has studied the specific cultural issue viewed from interpretive/descriptive approach. Javanese people manifest the idea in their belongings, including cars. Only those who have achieved Maslow's highest hierarchy of needs, however, can manifest it in kelangenan cars. Their high and stable incomes enable them to never consider price variable spent to have it. Yet, the kelangenan car owners are only male, represented by three informants. Still, the three informants vary significantly in actualizing their kelangenan in conjunction with their cars. As a result, although the consumers belonging to this segment are few in number, they may result in good profit if the car producers can manage them well.