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Report date: November 2013
Creator: Nusaresearch team
REPORT ON FEMALE HAIR
TREATMENT
Research time: 24th – 28th October 2...
A. Executive Summary
[1] For Indonesia women, hair is part of body that they care most, account for 95.8%
More than 90% of...
A. Executive Summary (2)
[4] Dove and Pantene are 2 competing brands of shampoo category in Indonesian market
• Dove has g...
B. Research Information
 Research method : Quantitative research (Online survey)
 Timing : 24th – 28th October 2013
 Sa...
C. Respondent Profile
Based n=478
9.0
23.9
30.5
36.6
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0
17 - 22 years old
23 - 28 ...
D. Research findings
Part 1: Hair treatment behaviour
Part 2: Brand Awareness of shampoo
 Q.1: Talking about your body, which part of your body that you care? [MA] Based n=478
1. Body care behavior
More than 90...
 Q.2: What kind of thing of a your scalp or hair does it worry now? [MA] Based n=478
1. Hair issue
There are 62.1% of 478...
2.7
0.4
10.3
11.1
12.1
12.3
12.3
13.0
14.6
18.2
20.3
22.2
23.8
24.1
27.2
27.4
30.1
41.8
41.8
43.3
44.8
46.4
49.2
54.0
0.0 ...
D. Research findings
Part 1: Hair treatment behaviour
Part 2: Top 5 brands and factor of consideration
2. Top 5 brands
 Q.4a: Among the list brands of shampoo, which one do you aware? [MA] Based n=478
 Q.4b: Among the list ...
3.5
0.9
2.3
2.6
5.6
6.7
7.2
7.7
10.9
15.6
18.4
25.1
37.4
46.0
60.2
67.9
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0
Others...
PT. Nusaresearch is 100% Japanese invested. Our main professions are ‘Online market research’, ‘Web
creative’ and ‘Web mar...
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8. Voluntary Report Nusaresearch - Female Hair Treatment

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* Research method : Quantitative research (Online survey)
* Timing : 24th – 28th October 2013
* Sample size : 478
* Research area : Nationwide
* Target : Female, aged 17 years old – above 35 years old, Monthly household expense above IDR 2.000.000
* Research objectives : Understand about hair treatment amongts female target in Indonesia
* Sampling method : Internet sampling

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8. Voluntary Report Nusaresearch - Female Hair Treatment

  1. 1. Report date: November 2013 Creator: Nusaresearch team REPORT ON FEMALE HAIR TREATMENT Research time: 24th – 28th October 2013 Based on Nusaresearch’s panellist
  2. 2. A. Executive Summary [1] For Indonesia women, hair is part of body that they care most, account for 95.8% More than 90% of the surveyed respondents care about their hair. The following parts that they cared are face with 81.8% and body skin with 69.7%. Then, surprisingly there is only 38.5% of the respondents who cares with bodyline. [2] Dandruff is mostly fear of hair’s issue, followed by hair-loss and itchy scalp There are 62.1% of 478 surveyed people chosen dandruff as the mostly fear of hair issue. The following are hair loss and itchy scalp with 58.4% and 46.2% respectively. [3] Most of respondents done conventional and home treatment, i.e. not rub on excessive and no using hairdryer anymore, with 54.0% and 49.2% The graphic below give information about cream-bath regularly at saloon is the most favorite and frequently treatment done at saloon, respectively account for 41.8%.
  3. 3. A. Executive Summary (2) [4] Dove and Pantene are 2 competing brands of shampoo category in Indonesian market • Dove has good image and as aspirational brand, as 1st rank as well-known brand (81.9%), attractive brand (36.3%) and will use in the future (25.6%). However, only get 4th rank ever-used (55.8%) and 3rd rank currently use (19.3%). • Altough Pantene got 3rd rank in brand awareness (76.0%), 2nd in atrractive (33.7%) and will use in the future (23.1%), BUT 1st rank in ever-used (77.2%) and currently use (30.5%). It means, the product image as good as well the image. [5] Good quality (for hair treatment and scalp) is voted as the most important factor of consideration when choosing shampoo product, account for 67.9% and 60.2% • Only few respondents who select recommendation from others (i.e. sales promotion and shop keeper) as the important factors when choose the shampoo product, account for 2.3% and 2.6%.
  4. 4. B. Research Information  Research method : Quantitative research (Online survey)  Timing : 24th – 28th October 2013  Sample size : 478  Research area : Nationwide (Indonesia)  Target : Female, aged 17 years old – above 35 years old Monthly household expense above IDR 2.000.000  Research objectives : Understand about hair treatment amongts female target in Indonesia  Sampling method : Internet sampling (Nusaresearch panel)
  5. 5. C. Respondent Profile Based n=478 9.0 23.9 30.5 36.6 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 17 - 22 years old 23 - 28 years old 29 - 34 years old Above 35 years old Age 0.8 3.8 22.3 30.8 42.3 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 Above Rp 20.000.000 Rp. 10.000.001 - Rp. 20.000.000 Rp. 5.000.001 - Rp. 10.000.000 Rp. 3.000.001 - Rp. 5.000.000 Rp. 2.000.001 - Rp. 3.000.000 Monthly Household Expense Unit % Unit %
  6. 6. D. Research findings Part 1: Hair treatment behaviour Part 2: Brand Awareness of shampoo
  7. 7.  Q.1: Talking about your body, which part of your body that you care? [MA] Based n=478 1. Body care behavior More than 90% of the surveyed respondents are cares to their hair. The following parts that their cared are face with 81.8% and body skin with 69.7%. Then, the surprisingly only 38.5% of the respondents who cares with bodyline. For Indonesia women, hair is the part of body that they mostly cares, account for 95.8% 95.8 81.8 69.7 52.5 38.5 0.8 0.0 20.0 40.0 60.0 80.0 100.0 120.0 Hair Face skin Body skin Scalp Bodyline Others [Figure 1] Body care behaviour Unit %
  8. 8.  Q.2: What kind of thing of a your scalp or hair does it worry now? [MA] Based n=478 1. Hair issue There are 62.1% of 478 surveyed people choosen dandruff as the mostly fear of hair issue. The following are hair loss and itchy scalp with 58.4% and 46.2% respectively. Dandruff is mostly fear of hair’s issue, continuing with hair-loss and itchy scalp 62.1 58.4 46.2 38.5 30.5 26.6 25.5 24.5 23.6 20.9 14.2 13.8 10.7 9.8 8.6 0.6 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 [Figure 2] Hair issue Unit %
  9. 9. 2.7 0.4 10.3 11.1 12.1 12.3 12.3 13.0 14.6 18.2 20.3 22.2 23.8 24.1 27.2 27.4 30.1 41.8 41.8 43.3 44.8 46.4 49.2 54.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Others No one above treatment at home No one above traetment at saloon I'm only hairspa at saloon when my hair is damaged I use conditioner at home only when my hair is damaged I use hair tonic at saloon only when my hair is damaged I use hair tonic at home only when my hair is damaged I regularly hairspa at saloon I use hair vitamin at home only when my hair is damaged I use hair vitamin at saloon only when my hair is damaged I regularly use hair tonic at saloon I'm only creambath at saloon when my hair is damaged Doing traditional treatment at home I regularly use hair tonic at home I regularly use hair vitamin at saloon Reduce of using hairbrush electricity (smooting) I regularly use hair vitamin at home I regularly creambath at saloon I regularly use conditioner at home I do a scalp massage by myself I do not rub on excessive hair to the towel I do not sleep hair is still wet No use hair dryer anymore I do not rub on excessive brushing hair [Figure 3] Hair treatment  Q.3: Talk about your hair, what are the things you do to take care of your scalp or hair? [MA] Based n=478 1. Hair treatment The graphic below give information about cream-bath regularly at saloon is the most favorite and frequently treatment done at saloon, respectively account for 41.8%. Most of respondents done conventional and home treatment, i.e. not rub on excessive and no using hairdryer anymore, with 54.0% and 49.2% Unit %
  10. 10. D. Research findings Part 1: Hair treatment behaviour Part 2: Top 5 brands and factor of consideration
  11. 11. 2. Top 5 brands  Q.4a: Among the list brands of shampoo, which one do you aware? [MA] Based n=478  Q.4b: Among the list brands of shampoo, which one do you ever-used? [MA] Based n=478  Q.4c: Among the list brands of shampoo, which one do you currently use? [MA] Based n=478  Q.4d: Among the list brands of shampoo, which one do you interest? [MA] Based n=478  Q.4e: Among the list brands of shampoo, which one do you will use in the future? [MA] Based n=478 Dove and Pantene are 2 competing brands of shampoo category in Indonesian market The figure below shows that the most popular shampoo brand in Indonesia is Dove where there are 81.9% respondents aware of this brand. However, in contrast, there is only 55.8% who have ever used Dove in the past. Meanwhile, there are 77.2% respondents who have ever used Pantene before, however there are only 30.5% who are currently using this brand. In term of its attractiveness, there is a slight difference where most of the respondents chose Dove as the most attractive shampoo brand, followed by Pantene, which account for 36.3% and 33.7% respectively. The same trend can also be seen in its possibility to be used in the future, where there are 25.6% of respondents who admitted that they are most likely to use Dove in the future compared to 23.1% of respondents who are most likely to use Pantene in the future. Unit % Dove Pantene Clear Rejoice Sunsilk Aware 81.9 76.0 76.3 74.2 75.6 Ever-used 55.8 77.2 66.5 54.4 71.9 Currently used 19.3 30.5 21.2 11.7 16.8 Attractive 36.3 33.7 22.0 13.6 22.0 Will use in the future 25.6 23.1 15.4 8.2 10.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 [Figure 4] Top 5 brands
  12. 12. 3.5 0.9 2.3 2.6 5.6 6.7 7.2 7.7 10.9 15.6 18.4 25.1 37.4 46.0 60.2 67.9 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 Others 'I don’t have the reason Recommendation from sales promotion Recommendation from shop keeper Recommendation from friends/lover Look at the reviews and rumors on the Internet The promo activation Recommendation from beautician Cool pack design Recommendation from family Cool campaign Brand Reasonable price Good fragrance Good quality for scalp Good quality for hair treatment [Figure 5] Factors of consideration  Q.5: Why do you choose the brand that currently use? [MA] Based n=478 2. Factors of consideration Only few respondents who select recommendation from others (i.e. sales promotion and shop keeper) as the important factors when choose the shampoo product, account for 2.3% and 2.6%. Good quality (for hair treatment and scalp) is voted as the most important factor of consideration when choosing shampoo product, account for 67.9% and 60.2% Unit %
  13. 13. 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 57,000 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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