Chinese New Year Behaviour Voluntary Report in 2016

February 2016 Table of content

A. Research Design

B. Background

C. Summary

D. Detail Findings

E. Respondents Profile

2 A. Research design

Research Method Nusaresearch Panel - Online research

Fieldwork Period January 2016 - February 2016

Research Area Nationwide – Indonesia

Respondent Male / Female, 17 years old and above. Celebrate Criteria

Sample Size 900 samples

Number of 6 Screening Questions, 13 Main Questions Questions

Chinese New Year Importance, Chinese Budget, Budget Adjustment, Celebrating Companion, Channel Survey Content to Buy, Reason to Choose Chanel, Usual Activities at Chinese New Year, Shio, Myth, Favorite Food, Red Packet Budget and Frequency

3 B. Background

According to tales and legends, the beginning of Chinese New Year started with the fight against a mythical beast called the “year”. The “year” looks like an Ox with a lion head and inhabits in the sea. At the night of New Year’s Eve, the “year” will come out to harm people, animals and properties. Later, people found that the “year” fears the color red, fire and loud sounds. Therefore, for self-protection, people formed the habits of posting red Dui Lian in front of their house as well as launching , and hanging lantern at year end.

Chinese people love the color red, and regard red as the symbol of energy, happiness and good luck. Sending red packet is a channel of sending good wishes and luck. Actually, the significance of red packets is the red paper, not the money inside. Wrapping money in the red packets is hoped to bring happiness and blessings to the receivers.

4 C. Summary  76.1% Indonesian people who celebrate Chinese New Year feel that the event is important for them  67.2% Respondents need to increase their budget to celebrate this year Chinese New Year and from those who increase their budget 40% are because the price of product are increasing  Preferred place to buy Chinese New Year necessities are Supermarket with score 66.6%  91.2% Indonesian believe myth about Chinese New Year, such as do not do any cleaning job during the Chinese New Year, wear red to brings good fortune, gives red envelope to younger generation, etc  From the survey we found that 6.0% those who celebrate Chinese New Year in Indonesia did not have tradition to share red envelope or Angpao.

5 D. Detail findings Opinion About Lunar Year

 Majority of those who celebrate Chinese New Year in Indonesia think that the event are very important for them, account 76.1% respectively. Otherwise those who thinks that Chinese New Year are not important scored less than 1% and 23.0% respondent feel that the event either important or not important

0.2% 30.1% 46.0% 23.0% 0.7%

Percentage Very Important 30.1% Important 46.0% Neutral 23.0% Not Important 0.7% Very Not Important 0.2%

Very Important Important Neutral Not Important Very Not Important

Q1. In your opinion, do you think that Chinese New Year are important to you? [SA] N=900 (Unit: %)

10 Budget Spend to Celebrate Lunar Year Necessities

 According to the survey, majority budget spend by respondents to celebrate Chinese New Year is around Rp.500.001 – Rp.1.000.000 with score 24.8% and Rp.1.000.001 – Rp.2.000.000 with score 22.0%. As those who spend more than Rp.2.000.001 accounted 25.0%.

24.8%

22.0%

16.1% 14.8% 13.4%

8.9%

Less than Rp.250.001 - Rp.500.001 - Rp.1.000.001 - Rp.2.000.001 - More than Rp.250.000 Rp.500.000 Rp.1.000.000 Rp.2.000.000 Rp.4.000.000 Rp.4.000.001 Series1 13.4% 14.8% 24.8% 22.0% 16.1% 8.9%

Q2. Please tell us how much budget that you prepare to but necessities celebrate Chinese New Year? [SA] N=900 (Unit: %)

10 Budget Spend to Celebrate Lunar Year Necessities

 67.2% Respondents need to increase their budget to celebrate this year Chinese New Year, Although only 5.8% respondents that decide to decrease their budget for this year Chinese New Year.

3.8% 9.8% 5.8% 10.5% Miscellaneous needs Increase Budget 27.0% Want to give more for angpao 21.1% budget No Significant Adjustment Increase of needs to buy necessities Decrease Budget 67.2% More children in the family

Increase of product price 40.0%

n = 612 (those who answer increase budget

Q4. Please tell us do you have any increase or decrease budget to celebrate this year Chinses New Year compating to previous year? Please mention your reason [SA] N=900 (Unit: %)

10 Where and Reason Select Channel to Buy Lunar Year Necessities  Eventhough Online market are emerging fast in Indonesia, Indonesia people tend but necessities at Supermarket with score 66.6% and online shop only record 20.3%. As both channel are preferred because of the affordable price with score more 58.9% for Supermarket user and 74.3% for Online shop channel. 3.2% Affordable Price Supermarket 66.6% 4.7% 8.8% Product Quality

Market 48.6% Strategic Location 18.9% Product Variation 58.9% Hypermarket 47.9% Promotion

n= 599 (Supermarket) Mini market 24.9%

2.7% Restaurant 21.7% Affordable Price 4.9% 2.2% Product Quality 10.9% Online 20.3% Strategic Location Promotion

Delivery Service 10.1% 74.3% Open Hour

n= 183 (Online) Others 1.7%

Q5. Where do you usually but any necessities for Chinese New Year? [MA] N=900 (Unit: %) Q6. From the following attributes, could you please rank which is why you choose those channel to but necessities for Chinese New Year? [Ranking)

10 With Whom Celebrate Lunar Year

 Not everyone in Indonesia celebrate Chinese New Year with entire extended family (68.5%). Respondent who celebrate with core family scored 45.6%, and those who celebrate Alone account score 4.3%.

68.5%

45.6%

33.0% 31.9%

4.3% 1.4%

Core family Husband/wife, The entire (father, mother, Friends boyfriend/girlfrien Alone Others extended family brother, sister) d Percentage 68.5% 45.6% 33.0% 31.9% 4.3% 1.4%

Q7. With whom do you usually celebrate Chinese New Year? [MA] N=900 (Unit: %)

10 Usual Activities When Celebrating Lunar Year

 Most common activities for Indonesian people when celebrating lunar year are Gathering in relatives house with all extended families (55.6%), visiting relatives from one house to another house also dominating with score 55.5%. Other activities than family gathering are watch barongsai and sharing red envelope with score 50.9% and 48.2% respectively.

Gathering in relatives house with all extended families 55.6%

Visiting relatives from one house to another house 55.5%

Watch Barongsai 50.9%

Sharing red envelope / Angpao 48.2%

Eat at the restaurant with whole families 39.7%

All families gathering in my house 29.6%

I celebrate Chinese New Year but did not do anything special 21.9%

Praying at temple 18.7%

Praying 16.6%

Praying at relatives 9.1%

Playing cards 8.6%

Others 1.2%

Q8.What activities you usually do when celebrating Chinese New Year? [MA] N=900 (Unit: %)

10 Myth About Lunar Year

Do not do any cleaning job 52.6%  From the survey we can see that only Do not speak about death or ghost 48.7% 8.8% respondents that don’t believe about Wear anything red would bring good fortune 41.9% Chinese New Year myth. Give red packet/angpao as an example to encourage 39.1%  Elsewhere Do not do any cleaning job Pay and settle debt 26.8% Open door and window for new refreshment 23.9% account 52.6% myth that people most trust Do not angry or cry 21.2%  Do not speak about death and ghost, and Sharing sweet foods for fortune 21.0% wear anything red rank in the second and Do not wear anything black 19.3% third place with score 48.7% and 41.9% Do not wash hair, but recommend to cut hair instead 17.9% respectively. Do not play with knives and scissor 16.6%  Only 6.3% people believe do not wake up Avoid using bad language 10.6% people who are in sleep. Don’t buy books 9.8% I don’t believe about lunar year myth 8.8% Girls who just married are not allowed to visit his… 8.7% Hearing bird sound is good fortune 8.1% Do not mourn 7.6% Don’t buy new shoes 7.2% Do not eat porridge 6.9% Hanging around in the bedroom is forbiden 6.8% Do not wake up people who are in sleep 6.3%

Q10.What myth about Chinese New Year do you know? [MA] N=900 (Unit: %)

10 Favorite Food to Celebrate Lunar Year  gao / Kue keranjang. Is the most popular food in Chinese New Year with score 67.6% 67.6% Orange 58.7% Siu Mie / Mie Panjang 53.2% Indonesian - Dutch Layer Cake 34.7% Chicken 32.9% Chinese New Year Candy Box 25.0% Pork 24.3%  Second place most favourite food are Kuaci / Sun seeds 23.0% oranges! 58.7% because they believe eating Dumplings 21.8% and displaying orange could bring good luck Fish 21.2% and fortune. Duck 20.9% Tea with egg 19.3% Jelly 16.7% / Kuo Tie 15.8% Lobak (Cai Tou) 12.2%  Third place are Siu Mie / Mie Panjang with 12.0% score 53.2%. It symbolizes longevity of life, Banana 11.2% the longer the noodle would represent longer Tang Yuan 9.9% life. Kolak 8.1% There is no specific food 1.9% Others 1.1%

Q11. What food do you usually eat when Chinese New Year as an tradition? [SA] N=900 (Unit: %)

10 Red Packet Envelope Tradition Behaviour

 In the lunar year, Chinese have a unique tradition to give red envelope / Ang pao to the family member. Those who allowed to give red envelope are those who already married and have steady income. And those who still entitled to receive red envelope are those who are still young and not yet marry. Although there is 6.0% from respondents who don’t have tradition to switch red envelope. At the other slide we would present current Indonesian behavior toward red envelope tradition.

6.0% Im still entitled to receive Red Envelope (Ang pao)

40.3% I already give Red Envelope (Ang pao)

We don’t have tradition to give 53.7% / receive Red Envelope (Ang pao)

Q12. Please tell us do you still entitled to receive Red Envelope or do you already give Red Envelope to your relatives? [SA] N=900 (Unit: %)

10 Red Packet Envelope People Behaviour - Giver

 26.9% respondent prepare 9 – 10 Angpao to give to their relatives, and usually the budget prepared is very varied. 14.7% prepare more than Rp.1.000.001 for Angpao but on the other side 14.5% respondents prepare Rp.50.001 – Rp.100.000 for Angpao

I don’t prepare Angpao for this year 1.2% 1.2% I don’t prepare Angpao for this year

1 - 2 Angpao 3.3% 8.1% Less than Rp.50.000

3 - 4 Angpao 9.9% 14.5% Rp.50.001 - Rp.100.000 5 - 6 Angpao 12.0% 9.7% Rp.100.001 - Rp.150.000 7 - 8 Angpao 6.8% 6.2% Rp.150.001 - Rp.200.000 9 - 10 Angpao 26.9% 9.9% Rp.200.001 - Rp.300.000 11 - 12 Angpao 3.7% 6.8% Rp.300.001 - Rp.400.000 13 - 14 Angpao 3.7% 12.6% Rp.400.001 - Rp.500.000 15 - 16 Angpao 7.5%

17 - 18 Angpao 1.4% 6.0% Rp.500.001 - Rp.700.000

19 - 20 Angpao 9.5% 10.1% Rp.700.001 - Rp.1.000.000

More than 21 Angpao 13.9% 14.7% More than Rp.1.000.001

Q131.At the question before you said that you already give Red Envelope, could you tell us how much Red Envelope do you prepare? And how much money do you usually prepare (Unit: %) for Red Envelope [SA Category] N=483

10 Red Packet Envelope People Behaviour - Receiver

 To those who entitled to received Angpao, 21.5% get 5 – 6 Angpao each year, and 41% received 1 – 4 Angpao from their relatives. As for the money they received is once again varied 17.4% receive Rp.50.001 – Rp.100.000 and 15.4% received more than Rp.1.000.001.

I don’t receive Angpao this year .3% .3% I don’t receive Angpao this year

1 - 2 Angpao 19.8% 4.4% Less than Rp.50.000

3 - 4 Angpao 21.2% 17.4% Rp.50.001 - Rp.100.000 5 - 6 Angpao 21.5% 10.5% Rp.100.001 - Rp.150.000 7 - 8 Angpao 8.8% 10.2% Rp.150.001 - Rp.200.000 9 - 10 Angpao 8.8% 10.5% Rp.200.001 - Rp.300.000 11 - 12 Angpao 4.7% 6.6% Rp.300.001 - Rp.400.000 13 - 14 Angpao 2.8% 8.8% Rp.400.001 - Rp.500.000 15 - 16 Angpao 2.2%

17 - 18 Angpao 1.7% 6.6% Rp.500.001 - Rp.700.000

19 - 20 Angpao 4.1% 9.4% Rp.700.001 - Rp.1.000.000

More than 21 Angpao 4.1% 15.4% More than Rp.1.000.001

Q13b.At the question before you said that you still entitled to receive Red Envelope, could you tell us how much Red Envelope do you receive? And how much money do you usually (Unit: %) get from Red Packet [Matrix SA] N=363

10 E. Respondents Profile Age Group  Based on Nusaresearch Online Panel, we select 900 respondents that qualified to participate on this survey, which is Male/Female , 17 - 20 years old 11.7% age over 17 years old and celebrate Chinese new year. 21 - 25 years old 21.1% 26 - 30 years old 22.6% Gender 31 - 35 years old 18.4% 36 - 40 years old 10.8% 41 - 45 years old 8.0% 46 - 50 years old 4.6% Over 51 years old 2.9% 50.0% 50.0%

Monthly Household Expenditure 31.6%

Male Female 19.4% 15.4% 13.0% 9.2% 4.8% 5.0% 1.6%

Less than Rp. 900.001 Rp. Rp. Rp. Rp. Rp. Over than Rp.900.000 – 1.250.000 1.250.001 – 1.750.001 – 2.500.001 – 4.000.001 – 6.000.001 – Rp. n= 900 1.750.000 2.500.000 4.000.000 6.000.000 10.000.000 10.000.001 (Unit: %)

10 Chinese Zodiac

 Chinese zodiac fortune in Monkey Year 2016

The unexpected pressure Monkey brings good Your people Monkey will keep you is out there. When you fortune to you. Fame relationship is pretty busy. Therefore, you are in your joyous and wealth are coming good. Everything will need to rest regularly to moment, you need to to you. Don’t miss this come in your way. The avoid overwork and watch your words and opportunity result will be very exhaustion. behaviors not offending satisfactory to you or displease someone

Bringing better fortune As long as you want to It’s a good sign of As long as you would is required more social work harder for the endorsement, stand out to prove your or outdoor activities. coming opportunity, joyfulness, trouble free ability, the opportunity Pay attention not the fame and fortune and prosperity can bring you to hurting arms, legs and will come to you anywhere, just like bones. wind.

The good fortune sign Keep persistence in Monkey year will bring Your fortune won’t be is coming. You will benevolence, etiquette a good fortune the same as before. excited. You have good and righteousness, the opportunity. Don’t miss You need to learn new energy and will be good luck will stay with the opportunity in the professional skills to eager for actions. But you year of monkey increase career you need to look well opportunity before each leap

Q9.Please tell us, what is your Chinese Zodiac? [SA] N=900 (Unit: %)

10 FOR FURTHER INQUIRIES, PLEASE CONTACT:

PT. Nusaresearch Suite 21H, Grand Slipi Tower, Jl. S. Parman, Kav. 22 - 24, Slipi, Jakarta Barat, Jakarta, Indonesia Indonesia： Tel: (+62) 21-2902-22227

URL : http://wsgroup-asia.com/ Email : [email protected]

The copyright of this report belongs to W&S Indonesia.

*** Our report is officially free for those who are interested, and open for using this report as references. For any usages regarding to our results, please refer W&S as your sources of information. For commercial usage, please contact us for allowance.