LG, Sharp and Samsung are the top brand awareness and TVC, showroom and viral are top awareness channels. Find more at: www.di-onlinesurvey.com

1. STUDY ABOUT REFRIGERATOR MARKET IN
INDONESIA
BY DI-MARKETING (www.di-onlinesurvey.com)
Feb, 2017

2. 1
SCOPE OF WORK
 This survey was conducted to study about fridge market in Indonesia
 Methodology: Online survey
 Fieldwork time: 5 days (26/12/2016 to 30/12/2016)
 Sample size: N = 740
 Geography: Nationwide

3. 2
KEY FINDINGS
• LG, Sharp and Samsung are the top brand awareness
• TVC, showroom and viral are top awareness channels
• Top 2 brand shares: Sharp and LG, leaving big gaps to the others
• Good quality, trusted brand and electricity saving are the top brand choice reasons
• Fridge capacity: majority are using 121 ~ 300 Liters
• Purchase channel: Indonesian still prefer traditional sales channel to E-commerce
• On average, Indonesia consumers replace their fridge every 4 years and spend $286 for
each fridge purchase, of which, the most popular segments are $100~$300.
• Majority are satisfied with their brand. Samsung, despite of #6 share, receives the highest
satisfaction score.
• Frosty and unable to deodorize are the top dissatisfaction points of Indonesian toward
their fridges.
• 70% will recommend their fridge to their friends, while 26% neutral and 4% will not

4. 3
KEY FINDINGS VIETNAM INDONESIA
Most well-known brands Toshiba, Panasonic, Sanyo LG, Sharp, Samsung
Market leader Sanyo (20%) Sharp (25%)
Key brand awareness
channels
TVC (76%), points of sales (65%) TVC (76%), points of sales (61%)
Key purchase channels Big electronics retailers (82%) Big electronics retailers (57%),
branded store (57%)
Top brand choice
criteria
Pricing, quality and durability Quality, famous brand, electricity
saving
Average spending /
purchase
$413 $286
Average usage duration 4.5 years 4 years
VIETNAM VS. INDONESIA

5. 4
N = 740
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
7%
13%
32%
49%
Over 35
31-35
26-30
18-25
39%
61%
Male
Female
28%
4%
7%
10%
15%
16%
20%
Others
Medan
Yogyakarta
Surabaya
Bandung
Bodetabek
Jakarta
1%
4%
6%
6%
13%
22%
24%
24%
Others
Job seeker/Retired
Engineer/Doctor/Teacher
Factory Worker
Student
Self-employed
Officer
Housewife

6. 5
LG, SHARP AND SAMSUNG ARE THE TOP BRAND AWARENESS
Do you know any fridge brands listed below? (By age)
0%
12%
17%
23%
28%
28%
52%
54%
68%
73%
75%
76%
79%
85%
Others
Haier
Midea
Mitsubishi
Hitachi
Electrolux
Sanken
Sanyo
Toshiba
Polytron
Panasonic
Samsung
Sharp
LG
Total
0%
9%
12%
20%
26%
17%
42%
44%
57%
68%
72%
71%
72%
81%
18-25
0%
12%
19%
20%
24%
29%
58%
58%
74%
74%
74%
78%
83%
86%
26-30
0%
15%
26%
35%
33%
56%
66%
66%
83%
76%
83%
85%
87%
92%
31-35
0%
26%
32%
36%
44%
56%
68%
74%
86%
92%
88%
88%
92%
88%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50

7. 6
TVC, SHOWROOM AND VIRAL ARE TOP AWARENESS CHANNELS
How do you know these brands? (By age)
10%
25%
31%
33%
35%
42%
48%
61%
76%
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
Friends/relatives' suggestion
See others use these fridge
brands
Through stores/ showroom
TV ads
Total
8%
21%
29%
32%
33%
46%
46%
55%
72%
18-25
12%
31%
32%
37%
36%
39%
52%
61%
79%
26-30
8%
22%
33%
31%
39%
31%
44%
79%
80%
31-35
16%
30%
40%
26%
42%
50%
48%
78%
82%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50

8. 7
TOP 2 BRAND SHARES: SHARP AND LG, LEAVING BIG GAPS TO THE OTHERS
If you are using fridge, which brand do you own? (By age)
2%
2%
6%
8%
10%
11%
12%
24%
25%
Others
Sanken
Sanyo
Samsung
Polytron
Toshiba
Panasonic
LG
Sharp
Total
3%
2%
4%
8%
10%
10%
12%
28%
23%
18-25
2%
3%
7%
9%
11%
14%
11%
17%
28%
26-30
0%
1%
9%
7%
13%
9%
16%
18%
26%
31-35
6%
4%
8%
6%
4%
8%
10%
30%
24%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50

9. 8
BRAND AWARENESS AND BRAND SHARE
Do you know any fridge brands listed below?
If you are using fridge, which brand do you own?
N = 740
85%
79%
76% 75%
73%
68%
54% 52%
28% 28%
23%
17%
12%
24% 25%
8%
12%
10% 11%
6%
2% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage

10. 9
BRAND AWARENESS AND BRAND SHARE
Do you know any fridge brands listed below?
If you are using fridge, which brand do you own?
N = 740
Usage
High
AwarenessHighLow
Low

11. 10
GOOD QUALITY, TRUSTED BRAND AND ELECTRICITY SAVING ARE THE TOP
BRAND CHOICE REASONS
Why do you choose this brand of fridge?
1%
11%
14%
16%
16%
16%
19%
19%
20%
20%
27%
27%
28%
31%
34%
43%
45%
46%
51%
58%
Others
Not produced in China
Frequent promotions
Japanese brand
No frost
Deodorize/antibacterial system works effectively
Comfortable internal layout
Freeze quickly
Multiple functions
Sale person recommendation
Good warranty services
Keep food fresh well
Friends/Family recommendation
Easy to clean
Attractive design
Affordable price
Durable
Electronic saving
Trusted brands
Good quality
Total
N = 740

12. 11
THERE ARE SIMILAR REASONS AMONG TOP 4 BRAND. HOWEVER, SHARP IS
RELATIVELY MORE POPULAR FOR PRICING AND WARRANTY SERVICE
Why do you choose this brand of fridge? (By brand)
1%
11%
14%
16%
16%
16%
19%
19%
20%
20%
27%
27%
28%
31%
34%
43%
45%
46%
51%
58%
Others
Not produced in China
Frequent promotions
Japanese brand
No frost
Deodorize/antibacterial system works effectively
Comfortable internal layout
Freeze quickly
Multiple functions
Sale person recommendation
Good warranty services
Keep food fresh well
Friends/Family recommendation
Easy to clean
Attractive design
Affordable price
Durable
Electronic saving
Trusted brands
Good quality
Total
1%
10%
14%
19%
17%
17%
20%
21%
21%
15%
33%
26%
25%
37%
34%
52%
48%
44%
55%
59%
Sharp
0%
7%
15%
7%
18%
16%
19%
18%
20%
27%
24%
26%
31%
29%
31%
37%
44%
52%
52%
61%
LG
1%
11%
15%
21%
13%
21%
21%
15%
24%
12%
28%
22%
30%
25%
36%
43%
49%
46%
47%
56%
Panasonic
0%
14%
10%
20%
17%
12%
20%
18%
20%
17%
20%
25%
29%
34%
36%
42%
46%
45%
52%
60%
Toshiba
N = 740 N = 186 N = 174 N = 89 N = 83

13. 12
FRIDGE CAPACITY: MAJORITY ARE USING 121 ~ 300 LITERS
What is the capacity of your current fridge? (By age)
5% 4%
7% 6% 6%
11%
9%
17%
6%
14%
39%
42%
36%
39%
38%
32% 33%
31%
33%
26%
12% 12% 10%
16% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 31-35 Over 35
Under 120 liter
121 - 150 liter
151 - 300 liter
301 - 450 liter
Over 450 liter
N = 740 N = 359 N = 236 N = 95 N = 50

14. 13
TOP FREEZER IS THE MOST POPULAR FRIDGE TYPE
What is the type of your current fridge? (By age)
1% 1%1% 1% 1%
3%
2%
5% 5% 6%
4%
5% 7%
3% 2%
2%
5%
6%
5% 5%
6%
7%
7%
7%
7%
6%
76%
74%
79% 77%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 31-35 Over 35
Top-Freezer
French door
Side by side
Mini
Bottom-Freezer
Freezerless
Others
N = 740 N = 359 N = 236 N = 95 N = 50

15. 14
INDONESIAN STILL PREFER TRADITIONAL SALES CHANNEL TO E-COMMERCE
Where do you usually buy a fridge? (By age)
0%
7%
18%
57%
57%
Others
Online - through E-commercial
websites
Supermarket
Branded store/showroom
Big electrotics retails
Total
1%
8%
18%
53%
58%
18-25
0%
9%
17%
59%
60%
26-30
0%
4%
15%
63%
54%
31-35
0%
2%
20%
58%
42%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50

16. 15
AMONG ECOMMERCE SUPPLIERS, LAZADA IS THE MOST PREFERRED NAME
If you buy a fridge online, which E-commerce website do you buy the fridge the most?
2%
2%
4%
9%
17%
31%
35%
Bhineka.com
OLX
elevenia
MatahariMall.com
Tokopedia
Blibli.com
Lazada
N = 54

17. 16
MAJORITY ARE SATISFIED WITH THEIR BRAND. SAMSUNG, DESPITE OF #6
SHARE, RECEIVES THE HIGHEST SATISFACTION SCORE
How do you feel with your current fridge brand? (By brand)
8%
5% 7%
2% 2%
15% 8% 13%
50%
31%
40%
58%
68% 45% 54%
54%
42%
64%
53%
39%
30%
40%
36% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung LG Panasonic Sanyo Polytron Sharp Toshiba
Totally
satisfied
Satisfied
Normal
Unsatisfied
Totally
unsatisfied
Weighted
Average
Score(*)
4.47 4.374.59
* 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unsatisfied, 1 = Totally unsatisfied
4.33
N = 740 N = 58 N = 174 N = 89 N = 44 N = 75 N = 186 N = 83
4.24 4.194.254.27
Brand share
ranking
2 36 1 457

18. 17
61% OF RESPONDENTS ARE LOYAL CUSTOMERS WHILE 39% SAY THEY
MIGHT TRY NEW FRIDGE BRANDS
What is your intention toward your current fridge? (By brand)
5%
2%
5% 4% 5% 5% 7% 7%
9%
7%
6% 9% 9% 8% 7%
18%
25%
19% 17%
20%
30% 33% 35%
34%
33%
36%
45% 35%
31%
30% 27%
20%
28%
36%
27%
31%
26% 24% 25%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung LG Panasonic Sharp Toshiba Polytron Sanyo
I will buy this
fridge brand only
I will prefer buying
this fridge brand in
priority
I will buy this
fridge brand, but I
also buy at other
brands.
I will use this
fridge brand
parallel with other
brand
I will try other
fridge brands
Weighted
Average
Score(*)
* 5 = I will buy this fridge only, 4 = I will prefer buying this fridge brand in priority, 3 = l will buy this fridge brand, but I also buy at other brands, 2 = I will use this fridge brand
parallel with other brand, 1 = I will try other fridge brands
N = 740 N = 58 N = 174 N = 89 N = 186 N = 83 N = 58 N = 44
3.83 3.803.983.70 3.57 3.303.603.63
61%
39%

19. 18
BRAND LOYALTY VS. BRAND SATISFACTION
How do you feel with your current fridge brand?
What is your intention toward your current fridge?
N = 740
Brand Loyalty
High
SatisfactionHighLow
Low

20. 19
70% WILL RECOMMEND THEIR FRIDGE TO THEIR FRIENDS, WHILE 26%
NEUTRAL AND 4% WILL NOT
Will you recommend this brand of fridge to others? (By brand)
2%4% 4% 1%
5% 5%
3%
1%
26%
16%
15%
32% 27%
30% 30% 39%
32%
33%
30%
36% 39% 32% 29%
36%
38%
52% 51%
31% 30%
33% 35%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung LG Polytron Sanyo Sharp Panasonic Toshiba
I will recommend
definitely
I will recommend
I may
recommend
I will not
recommend
I will not
recommend
definitely
N = 740 N = 58 N = 174 N = 75 N = 44 N = 186 N = 89 N = 83
70%

21. 20
FROSTY AND UN-DEODORIZABLE ARE THE TOP DISSATISFACTION
POINTS OF INDONESIAN TOWARD THEIR FRIDGES
Is there anything make you feel unhappy about this brand?
37%
0%
4%
6%
6%
8%
8%
8%
10%
10%
10%
11%
11%
14%
29%
Nothing
Others
Poor quality
Poor warranty services
Do not keep food fresh well
Uncomfordable internal layout
No durable
Unattractive design
Do not freeze quickly
Few functions
Waste electricity
Be more expensive compared to real value
Hard to clean
Do not deodorize effectively
Frost
Total
N = 740

22. 21
DISSATISFACTION POINTS BY BRANDS
Is there anything make you feel unhappy about this brand? (By brand)
37%
0%
4%
6%
6%
8%
8%
8%
10%
10%
10%
11%
11%
14%
29%
Nothing
Others
Poor quality
Poor warranty services
Do not keep food fresh well
Uncomfordable internal layout
No durable
Unattractive design
Do not freeze quickly
Few functions
Waste electricity
Be more expensive compared to real value
Hard to clean
Do not deodorize effectively
Frost
Total
40%
1%
4%
5%
5%
9%
5%
6%
9%
7%
10%
3%
10%
15%
33%
Sharp
33%
0%
6%
8%
13%
7%
14%
11%
15%
12%
9%
17%
16%
20%
25%
LG
44%
0%
0%
4%
2%
6%
3%
9%
9%
9%
11%
8%
4%
12%
24%
Panasonic
43%
0%
4%
10%
6%
2%
6%
10%
2%
10%
8%
11%
11%
11%
27%
Toshiba
N = 740 N = 186 N = 174 N = 89 N = 83

23. 22
ELECTRICITY SAVING IS THE MOST CONCERN FUNCTION WHEN
SELECTING THE FRIDGES
Which is the functional criteria that you concern about when choosing fridge? (By age)
1%
29%
39%
44%
53%
53%
60%
61%
73%
Others
Air filtration system
Comfortable internal
layout
Temperature adjust ability
Multiple functions
Good freezing system
Size and capacity
Good cooling system
Electric saving ability
Total
1%
27%
40%
40%
49%
48%
58%
53%
70%
18-25
0%
33%
40%
50%
56%
54%
58%
65%
73%
26-30
1%
25%
36%
42%
55%
63%
67%
74%
80%
31-35
0%
32%
38%
50%
62%
70%
76%
78%
82%
Over 35
N = 740 N = 359 N = 236 N = 95 N = 50

24. 23
ON AVERAGE, CONSUMERS REPLACE THEIR FRIDGE EVERY 4 YEARS
How often do you/ your family change/buy new fridge? (By age)
19% 17%
20%
26%
20%
21%
16%
26%
23%
26%
23%
21%
22%
27%
28%
32%
40%
25%
22% 26%
6% 7% 7%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 31-35 Over 35
Under 3 years
3 - 5 years
Over 5 - 7 years
Over 7 years
I don't
know/remember
Purchase
Frequency
(Year)
4.25 4.164.064.16
N = 740 N = 359 N = 236 N = 95 N = 50
4.54

25. 24
ON AVERAGE, INDONESIAN SPEND $286 FOR EACH FRIDGE PURCHASE, THE
MOST POPULAR SEGMENTS ARE $200~$300
How much do you spend on facial cleanser per each purchase? (By age)
Weighted
Average
Expenditure
$279 $268$293$286
4% 4% 3% 3%
12%
7% 8%
6% 3%
12%
19%
23%
19%
13%
10%
34%
34%
35%
38%
26%
30% 25% 33%
39%
30%
2% 3%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 31-35 Over 35
Under $100
$101- $200
$201- $300
$301- $400
$401- $500
$501- $700
$700- $1000
Over $1000
N = 740 N = 359 N = 236 N = 95 N = 50
$295

26. 25
CONTACT US
• 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 (Manager - DI Marketing)
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. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

27. 26
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
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

28. 27