Indonesian shoppers balance choices

04 April 2011

JAKARTA: Shoppers in Indonesia prefer local brands when buying consumer staples, but typically favour foreign alternatives while purchasing more expensive items.

Trade title Campaign Asia and The Nielsen Company surveyed 2,030 individuals aged 15 years old and above, with this group representing 13.9m people in six major urban centres.

Participants were asked "What brand comes first to your mind for a category?", and the results revealed that Indonesian products claimed nine of the top ten spots in the combined rankings.

Aqua, a mineral water manufactured by French corporation Danone, proved the outlier on this metric, and led the charts overall.

It was followed by ABC batteries, ulcer remedy Romag, ABC's chilli sauce and insect repellent Baygon, indicating the broad spread of the leading goods and services.

Blue Band butter and Pepsodent toothpaste shared sixth position, trailed by Indomie instant noodles in seventh, as Hansaplast plasters and Nokia's mobile phones jointly took eighth.

Carrefour and Hypermarket headed the organised retail sector, while McDonald's and KFC assumed a parallel status regarding fast food restaurants.

Huawei, Song Ericsson, BlackBerry and Samsung came in behind Nokia concerning wireless handsets, with Telkomsel, Indosat and XL the premier SIM card providers.

The automotive industry was dominated by overseas players, as Toyota, Honda, BMW, Daihatsu and Suzuki made up the top five.

Similarly, Canon, Sony, Fujifilm, Samsung and LG registered the best scores when considering digital cameras, suggesting customers place greater trust in international brands for comparatively big-ticket purchases.

Data sourced from Campaign Asia; additional content by Warc staff