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インドネシアにおける消費財市場レポート (Gaining Deeper Understanding and Knowledge towards the Dynamics of the Retail Market in Indonesia) January 2011 Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Back with the map: A preview on background of our study Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Research Objectives Evaluate both Find powerful Understand dynamics consumer and insights to generate of retail market in the 3 retailer perception marketingTrend means strategy a 2 area of target and attitude towards to entercontrary or tostrengthen what Explore1 consumer consumers, they have adopted Japanese and Korean position in the market needs and promotional activities and believed products and rise through the attitude in retail and standard competition! market – both requirements of modern1 and products traditional Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Page 3 Information to be Covered • The study will cover the following informational objectives : – Needs and expectation towards products (the standard and Explore ideal product) 1 consumer needs – Overall process of decision making in product purchase and attitude in (source of information, source of influencer, steps of actions retail market taken, choice of store, out-of-store and in-store interactions) – Consideration set of product purchase (price, availability, design, durability, guarantee, etc) Understanding – Target consumers (demographic and psychographic profile) the flow, process – Most and least selling brands; also strength and 2 and dynamic of weaknesses of those brands retail market – Promotional activities happening in the store (and its efficacy to sales) – Standards’ requirements of product Evaluate – Awareness towards Japanese & Korean products / brands 3 perception of – Perceived strength and weakness of Japan & Korea Japanese & products / brands Korean products – SWOT analysis of Japanese & Korean products / brands Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Page 4 Target Respondents . Consumers: . 25 – 30 year old women with monthly earnings classified as: . Above Rp 8,000,000 (equivalent to SEC A1 above) . Range between Rp 4,000,000 – Rp 8,000,000 (equivalent to SEC A2B) . Less than Rp 4,000,000 (equivalent to SEC C1C2) , with children aged 6 – 14 years old . We had questions on range of income, but overall classification was defined by SEC screening . Retailers: . General Manager / Sales Manager / Buyer of 3 Upper Department Stores . General Manager / Sales Manager / Buyer of 3 Hypermarkets . Owners of 3 Traditional Stores Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Page 5 FGD Structure Group Criteria . Shop mostly at Upper Department Store (Sogo, Metro, Centro) for textile and accessories purchase – go there minimum 2 times / month FGD 1 . Purchase monthly household shopping in Hypermarket (Carrefour, Giant, Hypermart) – go there minimum 1 time / month . 5 categories (clothes, household durable, facial care, frozen food, savory snacks) (High Income) Purchase jeans, underwear, stocking, wristwatch in Upper Department Store (Sogo, Metro, Centro) in the past 6 months Purchase TV, refrigerator, washing machine (Twin Tub / *Top Load Single Tub), mobile phone in the past 3 months Purchase facial care products (UV cream, *Kesshousui) in the past 3 months Purchase frozen food (sardine, corned beef, ready to eat sausage, *curry, *spaghetti sauce) in the past 3 months Purchase savory snacks (potato chips) in the past 3 months . Purchase monthly household needs at Hypermarket (Carrefour, Giant, Hypermart)– go there minimum 1 time / month . 4 categories (household durable, facial care, frozen food, savory snacks) FGD 2 Purchase TV, refrigerator, washing machine (Twin Tub / *Top Load Single Tub), mobile phone in the past 3 months Purchase facial care products (UV cream, *Kesshousui) in the past 3 months (Medium Income) Purchase frozen food (sardine, corned beef, ready to eat sausage, *curry, *spaghetti sauce) in the past 3 months Purchase savory snacks (potato chips) in the past 3 months . Purchase monthly household needs at Traditional Stores – go there minimum 2 times / month FGD 3 . 5 categories (household durable, facial care, frozen food, savory snacks) (Low Income) Purchase TV, *refrigerator, *washing machine, mobile phone in the past 3 months Purchase facial care products (UV cream, *Kesshousui) in the past 3 months Purchase frozen food (sardine, corned beef, ready to eat sausage, *curry, *spaghetti sauce) in the past 3 months Purchase savory snacks (potato chips) in the past 3 months Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Page 6 IDI Structure Criteria • 1 IDI – Sales Manager of women’s underwear and stocking Retailers of • 1 IDI – Sales Manager of Wristwatch Upper Department Store • 1 IDI – Sales Manager of Clothing (adult female jeans) • 1 IDI – General Manager of Kids Equipments (baby goods, maternity goods) Retailers of • 1 IDI – Buyer of Educational Toys (block, puzzle, *handcraft materials) Hypermarket • 1 IDI – Buyer of Frozen Food & Snack • 1 IDI – Owner of store which sells Electronic (TV), Household Durables, (Refrigerator, Washing Machine), Kitchen Appliance (kitchen knives, frying pan, Owner of pressure cooker) Traditional Stores • 1 IDI – Owner of store which sells Mobile Phone • 1 IDI – Owner of store which sells facial care products (traditional drug & cosmetic store) Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Page 7 Detailed findings: learn and experience the world of retail products Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia A Snapshot of our Consumers.. Copyright (C) 2011 JETRO. All rights reserved. Researched by Nielsen Indonesia Psychographic Profile of High Income Women Profile: High Income Consumers . Higher SEC . Higher education background (up to S2) Who they typically are: . Amongst extroverted personality . More amongst working moms than housewives . Tend to keep a close knit circle around them – usually have closest peer group . Prefer to spend weekends outside home: hanging out in café or restaurants – mostly at upper malls such as Pondok Indah Mall, Plaza Senayan, Senayan City, What they do in spare time: Grand Indonesia, etc . Have a more advanced and sophisticated hobby: yoga exercise, karaoke, retail shopping, watching live music shows, etc . Actively searching for new information . Very open to new types of information, but very critical at the same time too not Their attitude towards information around easy to made believe them: . Maximize every facility for gaining information, such as: internet, TV, radio . More trust in information from expert information gathered from the internet, magazine or radio . Want to keep up with the current trend thus, likes everything which is ‘buzzing’ Outlook and aspirations in life: . Feel that the trend is a tool to enable them to be a part of the global society . Aspire to become successful career women – but still great housewives at the same time looking for an act of balancing in life Copyright (C) 2011 JETRO. All rights reserved. Page 10 Researched by Nielsen Indonesia Psychographic Profile of Medium Income Women Profile: Medium Income Consumers . Medium SEC . Medium education background (up to S1) Who they typically are: . Tend to be extrovert . More amongst working moms than housewives . After work, if they don’t have anything to do during weekday, most of the time they stay at home What they do in spare time: . Prefer to spend weekends outside home: usually going to their friends house to hang around, going to the supermarket / hypermarket OR if they have no other plans, prefer to just stay at home watching TV . Actively search for new information from existing sources around them (TV, people, Their attitude towards information around radio, etc) them: . Rely more on information from trusted source, with credible and proven results and point of view . Prefer to have a balance outlook in life thus tend to be quite careful and selective in choosing the trend will only follow the trend which they feel fits them Outlook and aspirations in life: . Feel that the trend is a tool to enable them to find who they really are – their true character and personality . Aspire to become successful career women – but still great housewives at the same time looking for an act of balancing in life Copyright (C) 2011 JETRO. All rights reserved. Page 11 Researched by Nielsen Indonesia Psychographic Profile of Low Income Women Low Income Consumers Profile: . Lower SEC . Lower education background (to D3) Who they typically are: . Live in homogeneous area with strong local cultural background . More introverted personality . More amongst housewives than working moms . Prefer to spend weekdays and weekends inside home: home is a place where they feel most accepted, where they feel at ease and can do whatever they like to do What they do in spare time: . Usually do not have a certain hobby – common ones such as neighborhood Arisan, hanging out with the neighbors, doing gymnastic in the neighborhood, etc . More passive in searching for new information Their attitude towards information . More receptive towards information from those she has emotional bond / personal around them: history with – skewed strongly to family members . Do not feel the need to keep up with the current trend, sometimes even avoiding it does