fridge market in indonesia
TRANSCRIPT
STUDY ABOUT REFRIGERATOR MARKET IN INDONESIABY DI-MARKETING (www.di-onlinesurvey.com)
Feb, 2017
2
SCOPE OF WORK
This survey was conducted to study about fridge market in Indonesia
Methodology: Online survey
Fieldwork time: 5 days (26/12/2016 to 30/12/2016)
Sample size: N = 740
Geography: Nationwide
3
KEY FINDINGS
• LG, Sharp and Samsung are the top brand awareness• TVC, showroom and viral are top awareness channels• Top 2 brand shares: Sharp and LG, leaving big gaps to the others
• Good quality, trusted brand and electricity saving are the top brand choice reasons• Fridge capacity: majority are using 121 ~ 300 Liters• Purchase channel: Indonesian still prefer traditional sales channel to E-commerce• On average, Indonesia consumers replace their fridge every 4 years and spend $286 for
each fridge purchase, of which, the most popular segments are $100~$300.
• Majority are satisfied with their brand. Samsung, despite of #6 share, receives the highest satisfaction score.
• Frosty and unable to deodorize are the top dissatisfaction points of Indonesian toward their fridges.
• 70% will recommend their fridge to their friends, while 26% neutral and 4% will not
4
KEY FINDINGS VIETNAM INDONESIA
Most well-known brands Toshiba, Panasonic, Sanyo LG, Sharp, Samsung
Market leader Sanyo (20%) Sharp (25%)
Key brand awareness channels
TVC (76%), points of sales (65%) TVC (76%), points of sales (61%)
Key purchase channels Big electronics retailers (82%) Big electronics retailers (57%), branded store (57%)
Top brand choice criteria
Pricing, quality and durability Quality, famous brand, electricity saving
Average spending / purchase
$413 $286
Average usage duration 4.5 years 4 years
VIETNAM VS. INDONESIA
5
N = 740
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
Over 35
31-35
26-30
18-25
7%
13%
32%
49%
Male
Female
39%
61%
Others
Medan
Yogyakarta
Surabaya
Bandung
Bodetabek
Jakarta
28%
4%
7%
10%
15%
16%
20%
Others
Job seeker/Retired
Engineer/Doctor/Teacher
Factory Worker
Student
Self-employed
Officer
Housewife
1%
4%
6%
6%
13%
22%
24%
24%
6
LG, SHARP AND SAMSUNG ARE THE TOP BRAND AWARENESS
Do you know any fridge brands listed below? (By age)
Others
Haier
Midea
Mitsubishi
Hitachi
Electrolux
Sanken
Sanyo
Toshiba
Polytron
Panasonic
Samsung
Sharp
LG
0%
12%
17%
23%
28%
28%
52%
54%
68%
73%
75%
76%
79%
85%
Total
0%
9%
12%
20%
26%
17%
42%
44%
57%
68%
72%
71%
72%
81%
18-25
0%
12%
19%
20%
24%
29%
58%
58%
74%
74%
74%
78%
83%
86%
26-30
0%
15%
26%
35%
33%
56%
66%
66%
83%
76%
83%
85%
87%
92%
31-35
0%
26%
32%
36%
44%
56%
68%
74%
86%
92%
88%
88%
92%
88%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50
7
TVC, SHOWROOM AND VIRAL ARE TOP AWARENESS CHANNELS
How do you know these brands? (By age)
I know through sms advertising messages/ email
Facebook ads
In/ Out of home ads
Web, forum ads
I read news/ magazines mentioning about these brands
Friends/relatives' suggestion
See others use these fridge brands
Through stores/ showroom
TV ads
10%
25%
31%
33%
35%
42%
48%
61%
76%
Total
8%
21%
29%
32%
33%
46%
46%
55%
72%
18-25
12%
31%
32%
37%
36%
39%
52%
61%
79%
26-30
8%
22%
33%
31%
39%
31%
44%
79%
80%
31-35
16%
30%
40%
26%
42%
50%
48%
78%
82%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50
8
TOP 2 BRAND SHARES: SHARP AND LG, LEAVING BIG GAPS TO THE OTHERS
If you are using fridge, which brand do you own? (By age)
Others
Sanken
Sanyo
Samsung
Polytron
Toshiba
Panasonic
LG
Sharp
2%
2%
6%
8%
10%
11%
12%
24%
25%
Total
3%
2%
4%
8%
10%
10%
12%
28%
23%
18-25
2%
3%
7%
9%
11%
14%
11%
17%
28%
26-30
0%
1%
9%
7%
13%
9%
16%
18%
26%
31-35
6%
4%
8%
6%
4%
8%
10%
30%
24%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50
9
BRAND AWARENESS AND BRAND SHARE
Do you know any fridge brands listed below?
If you are using fridge, which brand do you own?N = 740
LGSha
rp
Samsu
ng
Panas
onic
Polytro
n
Toshib
aSan
yo
Sanke
n
Electro
lux
Hitach
i
Mitsub
ishi
Midea
Haier
Others
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
85%79%
76% 75% 73%68%
54% 52%
28% 28%23%
17%12%
24% 25%
8%12% 10% 11%
6%2% 1% 1%
Awareness
Usage
10
BRAND AWARENESS AND BRAND SHARE
Do you know any fridge brands listed below?
If you are using fridge, which brand do you own?N = 740Usage
High
AwarenessHighLow
Low
11
GOOD QUALITY, TRUSTED BRAND AND ELECTRICITY SAVING ARE THE TOP BRAND CHOICE REASONS
Why do you choose this brand of fridge?
OthersNot produced in ChinaFrequent promotions
Japanese brandNo frost
Deodorize/antibacterial system works effectivelyComfortable internal layout
Freeze quicklyMultiple functions
Sale person recommendationGood warranty services
Keep food fresh wellFriends/Family recommendation
Easy to cleanAttractive designAffordable price
DurableElectronic saving
Trusted brandsGood quality
1%11%
14%16%16%16%
19%19%20%20%
27%27%28%
31%34%
43%45%46%
51%58%
Total
N = 740
12
THERE ARE SIMILAR REASONS AMONG TOP 4 BRAND. HOWEVER, SHARP IS RELATIVELY MORE POPULAR FOR PRICING AND WARRANTY SERVICE
Why do you choose this brand of fridge? (By brand)
OthersNot produced in ChinaFrequent promotions
Japanese brandNo frost
Deodorize/antibacterial system works effectivelyComfortable internal layout
Freeze quicklyMultiple functions
Sale person recommendationGood warranty services
Keep food fresh wellFriends/Family recommendation
Easy to cleanAttractive designAffordable price
DurableElectronic saving
Trusted brandsGood quality
1%11%
14%16%16%16%
19%19%20%20%
27%27%28%
31%34%
43%45%46%
51%58%
Total
1%10%
14%19%
17%17%
20%21%21%
15%33%
26%25%
37%34%
52%48%
44%55%
59%
Sharp
0%7%
15%7%
18%16%
19%18%20%
27%24%26%
31%29%31%
37%44%
52%52%
61%
LG
1%11%
15%21%
13%21%21%
15%24%
12%28%
22%30%
25%36%
43%49%
46%47%
56%
Panasonic
0%14%
10%20%
17%12%
20%18%20%
17%20%
25%29%
34%36%
42%46%45%
52%60%
Toshiba
N = 740 N = 186 N = 174 N = 89 N = 83
13
FRIDGE CAPACITY: MAJORITY ARE USING 121 ~ 300 LITERS
What is the capacity of your current fridge? (By age)
Total 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5% 4% 7% 6% 6%
11%9%
17%
6%14%
39%42%
36%
39%
38%
32% 33%31%
33%26%
12% 12% 10%16% 16%
Under 120 liter
121 - 150 liter
151 - 300 liter
301 - 450 liter
Over 450 liter
N = 740 N = 359 N = 236 N = 95 N = 50
14
TOP FREEZER IS THE MOST POPULAR FRIDGE TYPE
What is the type of your current fridge? (By age)
Total 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1% 1% 1%3% 2%
5% 5% 6%4%
5% 7% 3% 2%
2%
5%6%
5% 5%
6%
7%7%
7% 7%
6%
76% 74%79% 77%
84%
1% 1%
Top-Freezer
French door
Side by side
Mini
Bottom-Freezer
Freezerless
Others
N = 740 N = 359 N = 236 N = 95 N = 50
15
INDONESIAN STILL PREFER TRADITIONAL SALES CHANNEL TO E-COMMERCE
Where do you usually buy a fridge? (By age)
Others
Online - through E-commercial websites
Supermarket
Branded store/showroom
Big electrotics retails
0%
7%
18%
57%
57%
Total
1%
8%
18%
53%
58%
18-25
0%
9%
17%
59%
60%
26-30
0%
4%
15%
63%
54%
31-35
0%
2%
20%
58%
42%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50
16
AMONG ECOMMERCE SUPPLIERS, LAZADA IS THE MOST PREFERRED NAME
If you buy a fridge online, which E-commerce website do you buy the fridge the most?
Bhineka.com
OLX
elevenia
MatahariMall.com
Tokopedia
Blibli.com
Lazada
2%
2%
4%
9%
17%
31%
35%
N = 54
17
MAJORITY ARE SATISFIED WITH THEIR BRAND. SAMSUNG, DESPITE OF #6 SHARE, RECEIVES THE HIGHEST SATISFACTION SCORE
How do you feel with your current fridge brand? (By brand)
Total Samsung LG Panasonic Sanyo Polytron Sharp Toshiba0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8% 5% 7%2% 2%
15% 8% 13%
50%
31%
40%58%
68% 45% 54%54%
42%
64%53%
39%30%
40% 36% 33% Totally sat-isfied
Satisfied
Normal
Unsatisfied
Totally unsatis-fied
WeightedAverageScore(*)
4.47 4.374.59
* 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unsatisfied, 1 = Totally unsatisfied
4.33
N = 740 N = 58 N = 174 N = 89 N = 44 N = 75 N = 186 N = 83
4.24 4.194.254.27
Brand shareranking
2 36 1 457
18
61% OF RESPONDENTS ARE LOYAL CUSTOMERS WHILE 39% SAY THEY MIGHT TRY NEW FRIDGE BRANDS
What is your intention toward your current fridge? (By brand)
Total Samsung LG Panasonic Sharp Toshiba Polytron Sanyo0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5% 2% 5% 4% 5% 5% 7% 7%
9%7%
6% 9% 9% 8% 7%
18%
25%
19% 17%20%
30% 33% 35%
34%
33%
36%45% 35%
31% 30% 27%
20%
28%36%
27%31%
26% 24% 25%20% I will buy this fridge
brand only
I will prefer buying this fridge brand in priority
I will buy this fridge brand, but I also buy at other brands.
I will use this fridge brand parallel with other brand
I will try other fridge brands
WeightedAverageScore(*)
* 5 = I will buy this fridge only, 4 = I will prefer buying this fridge brand in priority, 3 = l will buy this fridge brand, but I also buy at other brands, 2 = I will use this fridge brand parallel with other brand, 1 = I will try other fridge brands
N = 740 N = 58 N = 174 N = 89 N = 186 N = 83 N = 58 N = 44
3.83 3.803.983.70 3.57 3.303.603.63
61%
39%
19
BRAND LOYALTY VS. BRAND SATISFACTION
How do you feel with your current fridge brand? What is your intention toward your current fridge?
N = 740
Brand LoyaltyHigh
SatisfactionHighLow
Low
20
70% WILL RECOMMEND THEIR FRIDGE TO THEIR FRIENDS, WHILE 26% NEUTRAL AND 4% WILL NOT
Will you recommend this brand of fridge to others? (By brand)
Total Samsung LG Polytron Sanyo Sharp Panasonic Toshiba0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.0364864864864865 0.04022988505747130.01333333333333330.04545454545454550.04838709677419360.03370786516853930.0120481927710843
26%
16%15%
32% 27% 30% 30% 39%
32%
33%30%
36% 39% 32% 29%
36%
38%
52% 51%
31% 30% 33% 35%
24%
0.0224719101123596
I will recommend definitely
I will recommend
I may recommend
I will not rec-ommend
I will not rec-ommend defi-nitely
N = 740 N = 58 N = 174 N = 75 N = 44 N = 186 N = 89 N = 83
70%
21
FROSTY AND UN-DEODORIZABLE ARE THE TOP DISSATISFACTION POINTS OF INDONESIAN TOWARD THEIR FRIDGES
Is there anything make you feel unhappy about this brand?
Nothing
Others
Poor quality
Poor warranty services
Do not keep food fresh well
Uncomfordable internal layout
No durable
Unattractive design
Do not freeze quickly
Few functions
Waste electricity
Be more expensive compared to real value
Hard to clean
Do not deodorize effectively
Frost
37%
0%
4%
6%
6%
8%
8%
8%
10%
10%
10%
11%
11%
14%
29%
Total
N = 740
22
DISSATISFACTION POINTS BY BRANDS
Is there anything make you feel unhappy about this brand? (By brand)
Nothing
Others
Poor quality
Poor warranty services
Do not keep food fresh well
Uncomfordable internal layout
No durable
Unattractive design
Do not freeze quickly
Few functions
Waste electricity
Be more expensive compared to real value
Hard to clean
Do not deodorize effectively
Frost
37%
0%
4%
6%
6%
8%
8%
8%
10%
10%
10%
11%
11%
14%
29%
Total
40%
1%
4%
5%
5%
9%
5%
6%
9%
7%
10%
3%
10%
15%
33%
Sharp
33%
0%
6%
8%
13%
7%
14%
11%
15%
12%
9%
17%
16%
20%
25%
LG
44%
0%
0%
4%
2%
6%
3%
9%
9%
9%
11%
8%
4%
12%
24%
Panasonic
43%
0%
4%
10%
6%
2%
6%
10%
2%
10%
8%
11%
11%
11%
27%
Toshiba
N = 740 N = 186 N = 174 N = 89 N = 83
23
ELECTRICITY SAVING IS THE MOST CONCERN FUNCTION WHEN SELECTING THE FRIDGES
Which is the functional criteria that you concern about when choosing fridge? (By age)
Others
Air filtration system
Comfortable internal layout
Temperature adjust ability
Multiple functions
Good freezing system
Size and capacity
Good cooling system
Electric saving ability
1%
29%
39%
44%
53%
53%
60%
61%
73%
Total
1%
27%
40%
40%
49%
48%
58%
53%
70%
18-25
0%
33%
40%
50%
56%
54%
58%
65%
73%
26-30
1%
25%
36%
42%
55%
63%
67%
74%
80%
31-35
0%
32%
38%
50%
62%
70%
76%
78%
82%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50
24
ON AVERAGE, CONSUMERS REPLACE THEIR FRIDGE EVERY 4 YEARS
How often do you/ your family change/buy new fridge? (By age)
Total 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
19% 17% 20%26%
20%
21%16%
26%23%
26%
23%
21%
22%
27%28%
32%
40%
25%
22% 26%
6% 7% 7%1%
Under 3 years
3 - 5 years
Over 5 - 7 years
Over 7 years
I don't know/re-member
PurchaseFrequency
(Year)4.25 4.164.064.16
N = 740 N = 359 N = 236 N = 95 N = 50
4.54
25
ON AVERAGE, INDONESIAN SPEND $286 FOR EACH FRIDGE PURCHASE, THE MOST POPULAR SEGMENTS ARE $200~$300
How much do you spend on facial cleanser per each purchase? (By age)
WeightedAverage
Expenditure$279 $268$293$286
Total 18-25 26-30 31-35 Over 350%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4% 4% 3% 3%12%
7% 8%6% 3%
12%19%
23%19%
13%
10%
34%34%
35%
38%
26%
30% 25% 33%39%
30%
2% 3%8%
Under $100
$101- $200
$201- $300
$301- $400
$401- $500
$501- $700
$700- $1000
Over $1000
N = 740 N = 359 N = 236 N = 95 N = 50
$295
26
CONTACT US
• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: [email protected] Contact number: +81 3-5532-3200
• Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email: [email protected] Contact number: +84 902-73-9944
• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: [email protected] Contact number: +66 96 245 3656
27
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: [email protected] Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: [email protected] Contact number: +65 9127 7654
28