The evolving Indonesian consumer , Research
About the research
Indonesia today is a dynamic nation marked by great opportunity. The country has had one of the most consistent growth rates among global economies over the past ten years, with annual GDP growth averaging almost 6 percent. It is also the world’s 16th largest economy, with GDP at USD 878 billion. While inflation has risen and there has been some volatility in the Indonesian stock market and currency, the country’s long-term fundamentals—favorable demographics, high private consumption, and rapid urbanization—remain positive.
We interviewed 5,500 respondents in 44 cities covering 24 provinces. Our questionnaire covered five sectors—food and beverage, household and personal needs, financial services, consumer electronics
and over-the-counter pharmaceuticals; more than 200 brands in 24 product categories were also assessed. Our respondents were selected from urban populations and rural clusters using a set of broad
criteria to fit our research objectives—a 50:50 mix of males and females aged between 15 and 65 years, belonging to different socioeconomic groups who have resided in the particular town or city for at least one year. We defined our socioeconomic strata not through income but through other holistic criteria such as housing conditions, monthly expenditure and ownership of durable goods. This approach provides a more realistic picture of status and consumption patterns of respondents, and evades some of the ambiguity with income levels. We queried respondents on their shopping attitudes, expenditure on various activities, retail channel preferences, brand preferences and experience with using brands; and dug deeper into understanding their purchase decision-making motivations.
Document : Indonesia_ConsumerReport2014.pdf