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1. STUDY ABOUT AIR CONDITIONER MARKET IN
INDONESIA
BY DI-MARKETING (www.di-onlinesurvey.com)
Mar, 2017
2. 1
SURVEY DESIGN
This survey was conducted to study about Air Conditioner Market in
Indonesia
Methodology: Online survey
Fieldwork time: 5 days (13/02/2017 – 17/02/2017)
Sample size: N = 410
Geography: Nationwide
3. 2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
Age : Above 18
Gender : Male and Female
Monthly personal expense : From USD 200
Usage : Air Conditioner
4. 3
KEY FINDINGS
1) Awareness and Usage
• LG, Panasonic and Samsung are top 3 well-known Air-conditioner brands in Indonesia
• TV ads, Friends/ relatives’ suggestion and Stores/ showroom are affective channels to
leverage brand awareness
• LG is the leader of Air-Conditioner market in Indonesia (39% market share)
2) Usage Behaviors
• 78% family own 1-2 Air conditioners in their house
• 80% are using Window Air conditioner
• Official store/ showroom and Electric center are the top channels for buying an Air conditioner
3) Actual Satisfaction
• Saving energy, Cool up quickly and Durability are the top criteria for choosing an air
conditioner
• 89% satisfied with their current air-conditioner brand
• Panasonic gains the highest satisfaction and loyalty
4) Future Buying Intention
• 70% intend to buy Air conditioner in the next 1 year and LG brand is the top choice
• Saving energy Function is the top criteria for choosing an future Air conditioner
5. 4
KEY FINDINGS VIETNAM INDONESIA
Most well-known brands Toshiba / Panasonic / Samsung LG / Panasonic/ Samsung
Market leaders • Panasonic (21%)
• Daikin (18%)
• Sharp (13%)
• LG (39%)
• Sharp (16%)
• Panasonic (15%)
Key brand awareness
channels
• TVC (72%),
• Stores/ Showroom (66%)
• TVC (63%),
• Friends’ suggestion (53%),
• Stores/ showroom (51%)
Key purchase channels • Electronic center (83%) • Official store/ showroom (50%)
Electric center (40%)
Top brand choice
criteria
• Saving energy,
• Durability,
• Good price
• Saving energy,
• Cool up quickly,
• Durability
Average spending /
purchase
$340 $260
VIETNAM AND INDONESIA AIR CONDITIONER CONSUMERS
6. 5
N = 410
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
7%
13%
32%
47%
Over 35
31-35
26-30
18-25
47%
53%
Male
Female
20%
5%
7%
10%
16%
17%
25%
Others
Medan
Yogyakarta
Surabaya
Bodetabek
Bandung
Jakarta
1%
2%
5%
5%
10%
14%
22%
41%
Others
Job seeker/ Retired
Factory Worker
Engineer/ Doctor/ Techer
Student
Housewife
Self-employed
Officer
7. 6
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
4) Future Purchase Intention
CONTENT
8. 7
OVERALL, LG, PANASONIC AND SAMSUNG ARE TOP 3 WELL-KNOWN AIR-
CONDITIONER BRANDS IN INDONESIA
Do you know any air-conditioner brands listed below?
(Comparison by Age Group)
N = 410 N = 194 N = 132 N = 84
0%
26%
30%
30%
37%
39%
40%
53%
68%
69%
75%
77%
82%
91%
0% 20% 40% 60% 80% 100%
Others
Haier
Changhong
Midea
Electrolux
Daikin
Mitsubishi
Sanyo
Toshiba
Polytron
Sharp
Samsung
Panasonic
LG
Total
0%
16%
19%
20%
19%
24%
30%
42%
60%
70%
64%
69%
78%
88%
0% 20% 40% 60% 80% 100%
18-25
1%
30%
34%
33%
45%
43%
38%
59%
70%
65%
83%
80%
82%
95%
0% 20% 40% 60% 80% 100%
26-30
0%
44%
50%
49%
67%
64%
67%
67%
83%
75%
88%
89%
89%
93%
0% 20% 40% 60% 80% 100%
Over 30
9. 8
Do you know any air-conditioner brands listed below?
(Comparison by Gender Group)
N = 219N = 191N = 410
0%
26%
30%
30%
37%
39%
40%
53%
68%
69%
75%
77%
82%
91%
0% 20% 40% 60% 80% 100%
Others
Haier
Changhong
Midea
Electrolux
Daikin
Mitsubishi
Sanyo
Toshiba
Polytron
Sharp
Samsung
Panasonic
LG
Total
0%
24%
25%
21%
27%
34%
31%
41%
57%
67%
63%
65%
79%
92%
0% 20% 40% 60% 80% 100%
Male
0%
29%
34%
37%
46%
42%
48%
63%
78%
71%
85%
86%
84%
91%
0% 20% 40% 60% 80% 100%
Female
OVERALL, LG, PANASONIC AND SAMSUNG ARE TOP 3 WELL-KNOWN AIR
CONDITIONER BRANDS IN INDONESIA
10. 9
TV ADS, FRIENDS/ RELATIVES’ SUGGESTION AND STORES/ SHOWROOM ARE
AFFECTIVE CHANNELS TO LEVERAGE BRAND AWARENESS
How do you know these air-conditioner brands?
(Comparison by Age Group)
N = 410 N = 194 N = 132 N = 84
0%
10%
20%
22%
25%
26%
46%
51%
53%
63%
0% 20% 40% 60% 80% 100%
Others
I know through sms
advertising messages/ email
Facebook ads
In/ Out of home ads
Web, forum ads
I read news/ magazines
mentioning about these…
See others use these fridge
brands
Through stores/ showroom
Friends/relatives' suggestion
TV ads
Total
0%
8%
22%
22%
24%
24%
51%
48%
56%
65%
0% 20% 40% 60% 80% 100%
18-25
0%
11%
20%
20%
26%
25%
44%
52%
49%
62%
0% 20% 40% 60% 80% 100%
26-30
0%
13%
18%
27%
25%
33%
39%
58%
54%
58%
0% 20% 40% 60% 80% 100%
Over 30
11. 10
How do you know these air-conditioner brands?
(Comparison by Gender Group)
N = 219N = 191N = 410
0%
10%
20%
22%
25%
26%
46%
51%
53%
63%
0% 20% 40% 60% 80% 100%
Others
I know through sms advertising
messages/ email
Facebook ads
In/ Out of home ads
Web, forum ads
I read news/ magazines mentioning
about these brands
See others use these fridge brands
Through stores/ showroom
Friends/relatives' suggestion
TV ads
Total
0%
8%
17%
16%
22%
26%
47%
45%
55%
63%
0% 20% 40% 60% 80% 100%
Male
0%
11%
24%
27%
27%
26%
45%
57%
51%
63%
0% 20% 40% 60% 80% 100%
Female
TV ADS, FRIENDS/ RELATIVES’ SUGGESTION AND STORES/ SHOWROOM ARE
AFFECTIVE CHANNELS TO LEVERAGE BRAND AWARENESS
12. 11
LG, SHARP AND PANASONIC ARE TOP MOST USED AIR-CONDITIONER BRANDS
IN INDONESIA
Which air-conditioner brand do you own currently?
(Comparison by Age Group)
0%
1%
1%
1%
1%
2%
2%
4%
4%
5%
10%
15%
16%
39%
0% 10% 20% 30% 40% 50%
Others
Midea
Haier
Sanyo
Electrolux
Mitsubishi
Changhong
Polytron
Daikin
Toshiba
Samsung
Panasonic
Sharp
LG
Total
0%
2%
1%
1%
1%
1%
2%
5%
2%
5%
9%
13%
13%
47%
0% 10% 20% 30% 40% 50%
18-25
0%
0%
2%
2%
1%
1%
2%
3%
5%
5%
14%
17%
17%
33%
0% 10% 20% 30% 40% 50%
26-30
1%
0%
1%
2%
5%
5%
1%
1%
7%
4%
6%
15%
19%
32%
0% 10% 20% 30% 40% 50%
Over 30
N = 410 N = 194 N = 132 N = 84
13. 12
Which air-conditioner brand do you own currently?
(Comparison by Gender Group)
N = 219N = 191N = 410
0%
1%
1%
1%
1%
2%
2%
4%
4%
5%
10%
15%
16%
39%
0% 20% 40% 60%
Others
Midea
Haier
Sanyo
Electrolux
Mitsubishi
Changhong
Polytron
Daikin
Toshiba
Samsung
Panasonic
Sharp
LG
Total
0%
0%
2%
2%
1%
1%
1%
4%
4%
6%
8%
11%
10%
50%
0% 20% 40% 60%
Male
0%
1%
0%
1%
2%
2%
2%
4%
4%
4%
11%
18%
21%
30%
0% 20% 40% 60%
Female
LG, SHARP AND PANASONIC ARE TOP MOST USED AIR-CONDITIONER BRANDS
IN INDONESIA
14. 13
LG IS THE TOP LEADER IN INDONESIA MARKET WHEN GAINING THE HIGHEST
BRAND AWARENESS AND USAGE
Do you know any air-conditioner brands listed below?
Which air-conditioner brand do you own currently?
N = 410
91%
75%
82%
77%
68%
39%
69%
30%
40%
37%
53%
26%
30%
0%
39%
16% 15%
10%
5% 4% 4%
2% 2% 1% 1% 1% 1% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage
15. 14
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
4) Future Purchase Intention
CONTENT
16. 15
How many air-conditioner are there in your house?
ON AVERAGE, EVERY FAMILY OWNS APPROXIMATELY 2 AIR CONDITIONERS IN
THEIR HOUSE
N = 410 N = 40 N = 87 N = 168
6%3%
3%
3% 4%
3%
15%
3%
24%
16%
15%
25%
20%
30%
18% 32%
36%
54%
75%
64%
52%
45%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under $200 $201 - $450 $451 - $700 $701 - $1000 Over $1000
1
2
3
4
5
Over 5
N = 82 N = 33
The higher income, The more Air Conditioner they own
Weighted
Average
Quantity
1.451.78 1.43 1.89 1.93 2.18
17. 16
BOTH ONE-WAY AND TWO-WAY AC ARE POPULAR IN INDONESIA
Is your air-conditioner one-way or two way?
47%
53%
39% 38%
53%
47%
61% 62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Sharp Panasonic
One- way
Two- way
N = 410 N = 161 N = 64 N = 60
18. 17
92% ARE USING INVERTER AIR CONDITIONER
Is your home air- conditioner an Inverter one (electricity- saving) ?
8%
92%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No
Yes
N = 410
19. 18
80% ARE USING WINDOW AIR CONDITIONER
Which type of air- conditioner are you using?
5% 4% 6% 3%
15%
12%
13%
15%
80%
83% 81% 82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Sharp Panasonic
Window air-conditioner
Portable air-conditioner
Inbuilt air-conditioner
N = 410 N = 161 N = 64 N = 60
20. 19
32% ARE USING 1HP AIR CONDITIONER
How much power (HP) does your air-conditioner has?
17% 15%
25%
17%
9%
10%
8%
8%
10% 11%
11%
10%
32%
40%
17% 32%
11%
9%
8%
15%
20%
16%
31%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Sharp Panasonic
0.5 HP
0.75 HP
1 HP
1.5 HP
2 HP
I don't know/ don't remember
N = 410 N = 161 N = 64 N = 60
21. 20
67% SPEND APPROXIMATELY 260USD TO OWN AN AIR CONDITIONER
How much do you spend on your air conditioner?
The higher income, The more spending on Air Conditioner
N = 410 N = 40 N = 87 N = 168 N = 82 N = 33
9%
12%
6%
7%
9%
18%
16%
5% 7%
11%
29%
39%
46%
30%
38%
62%
39%
18%
21%
25%
41%
17% 15%
3%
7%
35%
11%
2% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under $200 $201 - $450 $451 - $700 $701 -
$1000
Over $1000
Under $100
$100 - $200
$200 - $300
$300 - $400
$400 - $500
$500 - $600
Over $600
Monthly Expense
AC Price
Weighted
Average
Expenditure
$224$260 $192 $250 $390 $500
22. 21
OFFICIAL STORE/ SHOWROOM AND ELECTRIC CENTER ARE THE TOP
CHANNELS FOR BUYING AN AIR CONDITIONER
Where did you buy your air-conditioner?
(Comparison by Age Group)
1%
3%
6%
40%
50%
0% 20% 40% 60%
Others
Repair shop
Buy online on E-Commerce
sites
Electric center (Best Denki,
Electronic City, etc)
Official store/Showroom
Total
1%
4%
5%
36%
55%
0% 20% 40% 60%
18-25
2%
2%
8%
44%
44%
0% 20% 40% 60%
26-30
0%
2%
5%
44%
49%
0% 20% 40% 60%
Over 30
N = 410 N = 132 N = 84N = 194
23. 22
Where did you buy your air-conditioner?
(Comparison by Gender Group)
1%
3%
6%
40%
50%
0% 20% 40% 60% 80% 100%
Others
Repair shop
Buy online on E-Commerce sites
Electric center (Best Denki, Electronic
City, etc)
Official store/Showroom
Total
0%
2%
6%
38%
54%
0% 20% 40% 60% 80% 100%
Male
2%
4%
6%
42%
47%
0% 20% 40% 60% 80% 100%
Female
OFFICIAL STORE/ SHOWROOM AND ELECTRIC CENTER ARE THE TOP
CHANNELS FOR BUYING AN AIR CONDITIONER
N = 219N = 191N = 410
24. 23
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
4) Future Purchase Intention
CONTENT
25. 24
SAVING ANERGY, COOL UP QUICKLY AND DURABILITY ARE THE TOP CRITERIA
FOR CHOOSING AN AIR CONDITIONER IN INDONESIA
Why do you choose this brand of air conditioner?
(Comparison by Age Group)
N = 410 N = 132 N = 84N = 194
1%
12%
16%
20%
20%
20%
21%
22%
26%
27%
30%
40%
42%
43%
48%
52%
61%
0% 20% 40% 60% 80% 100%
Others
Skin care and moiturizing
To dismiss mosqito
Frequent promotions
Auto restart after power cut
Be Janpaneses brand
Good customer service
Sales person suggested me
Suitable fan speed
Can adjust time
Beautiful design
Good warranty
My friends/ relative…
Good price
Durability
Cool up quickly
Saving energy
Total
2%
12%
14%
18%
18%
14%
18%
19%
28%
26%
27%
36%
50%
36%
39%
59%
64%
0% 20% 40% 60% 80% 100%
18-25
0%
10%
14%
16%
20%
17%
23%
24%
25%
26%
31%
41%
34%
45%
56%
43%
55%
0% 20% 40% 60% 80% 100%
26-30
0%
15%
23%
29%
24%
38%
25%
25%
23%
31%
37%
51%
35%
56%
58%
51%
67%
0% 20% 40% 60% 80% 100%
Over 30
26. 25
Why do you choose this brand of air conditioner?
(Comparison by Gender Group)
N = 410 N = 191 N = 219
1%
12%
16%
20%
20%
20%
21%
22%
26%
27%
30%
40%
42%
43%
48%
52%
61%
0% 20% 40% 60% 80% 100%
Others
Skin care and moiturizing
To dismiss mosqito
Frequent promotions
Auto restart after power cut
Be Janpaneses brand
Good customer service
Sales person suggested me
Suitable fan speed
Can adjust time
Beautiful design
Good warranty
My friends/ relative suggested
Good price
Durability
Cool up quickly
Saving energy
Total
0%
12%
14%
18%
18%
19%
20%
22%
23%
24%
27%
37%
42%
37%
45%
58%
63%
0% 20% 40% 60% 80% 100%
Male
1%
12%
17%
21%
22%
21%
21%
22%
29%
29%
33%
43%
41%
48%
52%
47%
60%
0% 20% 40% 60% 80% 100%
Female
SAVING ANERGY, COOL UP QUICKLY AND DURABILITY ARE THE TOP CRITERIA
FOR CHOOSING AN AIR CONDITIONER IN INDONESIA
27. 26
Why do you choose this brand of air conditioner?
(Comparison by Brand Group)
N = 410
1%
12%
16%
20%
20%
20%
21%
22%
26%
27%
30%
40%
42%
43%
48%
52%
61%
0% 20% 40% 60% 80% 100%
Others
Skin care and moiturizing
To dismiss mosqito
Frequent promotions
Auto restart after power cut
Be Janpaneses brand
Good customer service
Sales person suggested me
Suitable fan speed
Can adjust time
Beautiful design
Good warranty
My friends/ relative…
Good price
Durability
Cool up quickly
Saving energy
Total
1%
11%
14%
14%
15%
10%
20%
19%
23%
27%
24%
34%
50%
37%
42%
57%
72%
0% 20% 40% 60% 80% 100%
LG
0%
3%
16%
17%
23%
23%
11%
11%
22%
27%
34%
50%
25%
47%
56%
56%
64%
0% 20% 40% 60% 80% 100%
Sharp
2%
13%
12%
22%
30%
30%
23%
25%
30%
25%
32%
52%
45%
47%
62%
52%
57%
0% 20% 40% 60% 80% 100%
Panasonic
N = 161 N = 64 N = 60
SAVING ANERGY, COOL UP QUICKLY AND DURABILITY ARE THE TOP CRITERIA
FOR CHOOSING AN AIR CONDITIONER IN INDONESIA
28. 27
89% SATISFIED WITH THEIR CURRENT AIR-CONDITIONER BRAND
Are you satisfied with your current brand of air-conditioner ?
N = 410
10% 12% 8%
7%
49% 44%
63%
57%
40%
44%
28%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Sharp Panasonic
Totally satisfied
Satisfied
Normal
Unsatisfied
N = 161 N = 64 N = 60
Weighted
Average
Score *
2.832.72 2.68 2.70
* 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unsatisfied, 1 = Totally unsatisfied
29. 28
Is there anything make you feel unhappy about this brand?
N = 410 N = 161 N = 64 N = 60
0%
3%
7%
7%
7%
10%
10%
10%
11%
11%
12%
16%
22%
0% 10% 20% 30%
Nothing
Others
Poor quality
Poor warranty service
No air purifier function
Slow cooling
Drying the skin
No timer function
Products are NOT diverse/…
Don't save energy
Be more expensive…
Make noise
Water leak
No mosquito repellent…
Total
0%
4%
12%
11%
4%
11%
14%
16%
6%
15%
17%
19%
20%
0% 10% 20% 30%
LG
2%
2%
2%
3%
5%
19%
6%
5%
9%
6%
5%
11%
27%
0% 10% 20% 30%
Sharp
0%
2%
3%
5%
15%
5%
10%
7%
15%
8%
17%
22%
25%
0% 10% 20% 30%
Panasonic
IMPROVING MOSQUITO REPELLENT AND NO WATER LEAK FUNCTIONS CAN
MAKE USERS HAPPIER
LG/ Panasonic = No mosquito repellent + Water leak
SHARP = No mosquito repellent + Dry skin
30. 29
What is your intention toward your current air-conditioner?
24% ARE LOYAL WITH THEIR CURRENT AIR-CONDITIONER BRAND
Panasonic owns the highest top box of loyalty ratio (28%)
2% 2% 3%
9% 11% 9%
5%
22% 19%
31%
28%
42%
49%
39%
38%
24%
19% 17%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Sharp Panasonic
It is the only brand I would use
It is a prior brand
I will try other brand
I will use this brand in parallel with
others
I will switch to other brand
N = 410 N = 161 N = 64 N = 60
31. 30
73 % WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Will you recommend this air-conditioner brand to others?
25%
21%
28% 27%
32%
31%
36% 38%
41%
47%
34% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Sharp Panasonic
I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
LG owns the highest top box of recommendation level (47%)
N = 410 N = 161 N = 64 N = 60
32. 31
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
4) Future Purchase Intention
CONTENT
33. 32
70% INTEND TO BUY AIR CONDITIONER IN THE NEXT 1 YEAR
Do you intend to buy air- conditioner in the next 1 year?
70%
30%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
N = 410
34. 33
TOP 3 CUSTOMERS TEND TO BE VERY LOYAL TO THEIR BRANDS
If yes, Which brand will you choose?
Do you intend to buy air- conditioner in the next 1 year?
N = 286*
8% 5% 5% 5%
5%
4%
5%
9%
5%
6%
4%
12%
14%
10%
42%
10%
14%
7%
5%
43%
18%
17%
19%
10%
31%
52%
19%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Users Sharp Users Panasonic Users
LG
Samsung
Panasonic
Sharp
Daikin
Toshiba
Polytron
Others
N = 126 N = 43 N = 42 (Other Brand Users) N = 75
Most of users intend to buy their current brand in the next year
* Who chose “Yes” in previous question: “Do you intend to buy air- conditioner in the next 1 year?”
35. 34
SAVING ENERGY IS STILL THE TOP REASON FOR CHOOSING AN AIR
CONDITIONER
N = 286*
If Yes, Which functions do you concern the most when buying air- conditioner?
Do you intend to buy air- conditioner in the next 1 year?
0%
1%
1%
2%
3%
3%
3%
10%
25%
50%
0% 10% 20% 30% 40% 50% 60%
Others
Can adjust time
Skin care and moiturizing
Work smoothly
Suitable fan speed
Auto restart after power cut
Can dismiss mosqito
Air purifier function
Cool up quickly
Saving energy
* Who chose “Yes” in previous question: “Do you intend to buy air- conditioner in the next 1 year?”
36. 35
FEEL FREE TO DROP US ANY QUESTION
• Japan & Taiwan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832
37. 36
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654
FEEL FREE TO DROP US ANY QUESTION