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13. Voluntary Report Nusaresearch - Soft Drink Consumption Habits

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* Research method : Quantitative research (Online survey)
* Timing : 2nd – 5thJanuary 2014
* Sample size : 319
* Research area : Nationwide (Indonesia)
* Target : Male and female; over 17 years old.
* Criteria : Consume softdrink in the last 3 months
* Research objectives :
-Understand about Indonesians’ consumers habits on soft drink
-Know brand awareness, frequently consume and will consume in the future
* Sampling method : Internet sampling

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13. Voluntary Report Nusaresearch - Soft Drink Consumption Habits

  1. 1. Report date: February 2014 Creator: Nusaresearch team REPORT OF SOFT DRINK CONSUMPTION HABITS IN INDONESIA Data collection timing: 2nd – 5th January 2014 Based on Nusaresearch’s panellist
  2. 2. A. Executive summary – Consumer’s habits [1] Most respondents had consumed soft drink at least 2- 3 times a week in the last 3 months. • 30.7% of the respondents at least 2-3 times a week consume soft drink in the last 3 months, however only 18.5% of the respondents who consume soft drink more than 3 times a week in the last 3 months. [2] Hot weather is the best moment to consume soft drink for almost all respondents • Most of the respondent consume soft drink when hot weather (61.1%) and 59.2% of respondents when they refreshment [3] Most of the respondent bought the soft drink at minimarket or convenient store. • 91.5% of the respondents bought soft drink at minimarket or convenient store. [4] Taste is the main factor of consideration reason for choose soft drink. • 90.3% of the respondents choose the soft drink because of the taste. The others consideration are affordable price (72.7 %) and available everywhere (66.1%).
  3. 3. A. Executive summary – Brand awareness [5] Coca-Cola is the brand leader for soft drink category. • The top three soft drink brands that aware by respondents are Coca cola (99.4%), Fanta (98.7%), and Sprite (97.5%). But Sprite has the highest gap score between TOM and spontaneous, which accounts for 14.1% and 88.4%. [6] Most respondents ever tried Coca Cola, and drink Coca Cola in the last month. • From three top brands of soft drink, Fanta get the smallest score for ever tried in the last month (95.3%) but get the second place for the last drink (55.2%). [7] Fanta is chosen as the brand will consume in the future. • From of three top brands, Fanta is most chosen as brand will consume in the future (47.3%) compare to two others brands Coca-Cola (45.8%) and Sprite (43.9%).
  4. 4. B. Research information  Research method : Quantitative research (Online survey)  Data collection : 2nd – 5th January 2014  Sample size : 319  Research area : Nationwide (Indonesia)  Target : Male and female; over 17 years old.  Criteria : Consume soft drink in the last 3 months  Research objectives : - Understand about Indonesians’ consumers habits on soft drink - Know brand awareness, frequently consume and will consume in the future  Sampling method : Internet sampling (Nusaresearch panel)
  5. 5. 1. Consumer’s habits 2. Brand Awareness C. Research findings
  6. 6. 1. Frequency of soft drink consumption Most respondents had consumed soft drink at least 2- 3 times a week in the last 3 months. 30.7% of the respondents at least 2-3 times a week consume soft drink in the last 3 months, however only 18.5% of the respondents who consume soft drink more than 3 times a week in the last 3 months. 18.5 30.7 21.0 29.8 0.0 10.0 20.0 30.0 40.0 More than 3 times a week 2-3 times a week Once a week 1 - 3 times a month FIGURE 1. FREQUENCY OF CONSUMING SOFT DRINK  Q. Please indicate how often do you consume soft drink by yourself? [SA] Based n=319 Unit : %
  7. 7. 2. Moment to consume soft drink Hot weather is the best moment to consume soft drink for almost all respondents Most of the respondent consume soft drink when hot weather (61.1%) and 59.2% of respondents when they need refreshment. 61.1 59.2 56.7 56.4 49.2 39.5 14.7 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Hot weather Refreshment Recreation Leisure time When eating fast food As a guest or when entertaining guest After eat FIGURE 2. MOMENT TO CONSUME SOFT DRINK  Q. In what moment do you consume soft drink? [MA] Based n=319 Unit : %
  8. 8. 3. Places to buy soft drink  Q. Where do you usually buy soft drink? [MA] Based n=319 Unit : % Most of the respondent bought the soft drink at minimarket or convenience store. 91.5% of the respondents bought soft drink at minimarket or convenience store. 91.5 60.8 56.1 55.8 41.7 38.9 9.1 0.0 20.0 40.0 60.0 80.0 100.0 Minimarket or convinience mart Supermarket Hypermarket Nearby warung Grocery store Street vendor Others FIGURE 3. PLACE TO BUY SOFT DRINK
  9. 9. 4. Consideration factors when choose soft drink  Q. What are the factor of consideration when choose soft drink? [MA] Based n=319 Unit : % Taste is the main factor of consideration reason for choose soft drink. 90.3% of the respondents choose the soft drink because of the taste. The others consideration are affordable price (72.7%) and available everywhere (66.1%). 1.3 11.9 16.0 19.1 21.6 23.2 27.3 32.9 36.7 53.6 59.2 66.1 72.7 90.3 Others There are a lot of soda Color appearance Attractive ad There are many packaging options Attractive packaging There are many size options Favored by many people Famous brand Fit of sweet taste Trusted brand Available everywhere Affordable price Taste FIGURE 4. FACTOR OF CONSIDERATION
  10. 10. 1. Consumer’s habits 2. Brand awareness C. Research findings
  11. 11. 5. TOM vs. Spontaneous vs. Total awareness of soft drink brands Coca-Cola is the brand leader for soft drink category.  Q. What are the soft drink’s brand do you know? [FA] Based n=319  Q. Among the list brands of soft drink, which one do you aware (inlclude thet you mention before)? [MA] Based n=319 The top three soft drink brands that aware by respondents are Coca cola (99.4%), Fanta (98.7%), and Sprite (97.5%). But Sprite has the highest gap score between TOM and spontaneous, which accounts for 14.1% and 88.4%. Coca Cola Fanta Sprite Big Cola Pepsi 7 UP Dietcola Pepsi Blue Root Beer Total Awareness 99.4 98.7 97.5 90.3 92.8 50.5 39.8 73.7 45.8 TOM 57.4 14.4 14.1 6.9 3.4 0.6 0.0 0.0 0.0 Spontaneous 96.2 86.8 88.4 58.3 48.0 13.2 1.6 0.9 13.5 0.0 20.0 40.0 60.0 80.0 100.0 FIGURE 5. SPONTANEOUS VS. TOTAL AWARENESS Unit : %
  12. 12. Coca Cola Sprite Fanta Pepsi Big Cola Pepsi Blue 7 UP Root Beer Dietcola Others Ever tried 96.9 95.9 95.3 78.4 74.9 56.1 34.5 32.9 20.7 4.4 Last drink 68.0 53.0 55.2 23.2 46.7 11.9 4.1 9.4 2.8 1.9 0.0 20.0 40.0 60.0 80.0 100.0 FIGURE 6. TOP SOFT DRINK BRANDS Most respondents ever tried Coca Cola, and drink Coca Cola in the last month.  Q. Among the list brands of soft drink, which one do you ever-tried? [MA] Based n=319  Q. Among the list brands of soft drink, which one did you last month drink? [MA] Based n=319 Unit : % 6. Soft drink’s brands ever tried & last drink From three top brands of soft drink, Fanta get the smallest score for ever tried in the last month (95.3%) but get the second place for the last drink (55.2%).
  13. 13. 35.7 21.6 19.4 16.3 3.8 1.3 0.6 0.6 0.3 0.3 0.0 10.0 20.0 30.0 40.0 Coca Cola Big Cola Fanta Sprite Pepsi Pepsi Blue Root Beer 7 UP Dietcola Others FIGURE 7. SOFT DRINK BRANDS FREQUENTLY DRINK 35.7% of respondents frequently drink Coca Cola.  Among the list brands of soft drink, which one do you frequently drink? [SA] Based n=319 Unit : % 7. Soft drink’s brands frequently drink Coca cola is the soft drink’s brand that frequently drink by respondent. And Big Cola in the second place with percentage score 21.6%.
  14. 14. Fanta is choosen as the brand will consume in the future. From of three top brands, Fanta is most choosen as brand will consume in the future (47.3%) compare to two others brands Coca-Cola (45.8%) and Sprite (43.9%). 8. Brand in the future  Please indicate your intention to buy? [MA] Based n=319 Unit : % Coca Cola Fanta Sprite Pepsi Big Cola Mirinda Root Beer Pepsi Blue Diet Cola Seven Up Diet Pepsi I'm highly consider to buy 45.8 47.3 43.9 29.2 26.0 10.0 17.2 16.0 13.2 13.5 11.3 I'm consider to buy 33.9 30.7 36.7 35.4 32.0 22.9 20.1 30.1 21.3 24.5 21.9 Maybe consider 8.8 8.8 8.2 20.1 21.9 37.6 27.0 31.3 33.5 33.2 36.7 I'm not consider to buy 5.0 6.3 5.3 9.4 12.2 16.6 18.8 14.4 22.3 17.2 21.6 I'm highly not consider to buy 6.6 6.9 6.0 6.0 7.8 12.9 16.9 8.2 9.7 11.6 8.5 0.0 20.0 40.0 60.0 80.0 100.0 FIGURE 8. CONSIDERATION LEVEL TO BUY SOFT DRINK I'm highly not consider to buy I'm not consider to buy Maybe consider I'm consider to buy I'm highly consider to buy
  15. 15. D. Respondent information
  16. 16. D. Respondent’s information (1) Based n=319 Unit : % 58.3 41.7 Gender Male Female 34.2 38.8 27.0 Age Below 25 years old 25 - 34 years old Over 34 years old 26.3 36.7 37.0 Monthly Household Expenditure Below Rp. 1,500,001 Rp. 1,500,001 - Rp. 3,000,000 Over Rp. 3,000,000
  17. 17. D. Respondent’s information (2) Based n=319 Unit : % 13.2 13.8 16.9 17.6 17.6 21.0 Province Jawa Tengah and DIY Jogjakarta Jawa Timur Jawa Barat and Banten DKI Jakarta Sumatra Others 16.0 9.5 19.1 19.4 36.1 Occupation Staff Student or college student Entrepeneur & Parttime PNS & BUMN Others
  18. 18. PT. Nusaresearch is 100% Japanese invested. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively managed over 88,000 members panel with various segmentations across Indonesia. FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch » Address: 21H, Grand Slipi Tower, Jl. S. Parman Kav. 22 - 24, Slipi, Jakarta Barat 11480, Jakarta, Indonesia » Office phone: +62 21 29022227 Fax: +62 21 29022244 » Email: info@nusaresearch.com » Website: http://nusaresearch.com The copyright of this report belongs to PT. Nusaresearch. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch (also include its website address http://nusaresearch.com).

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