No. of Vehicle Units in Indonesia

Year	Car	Bus	Truck	Motorbike	Total
2005	5 076 230	1 110 255	2 875 116	28 531 831	37 623 432
2006	6 035 291	1 350 047	3 398 956	32 528 758	43 313 052
2007	6 877 229	1 736 087	4 234 236	41 955 128	54 802 680
2008	7 489 852	2 059 187	4 452 343	47 683 681	61 685 063
2009	7 910 407	2 160 973	4 498 171	52 767 093	67 336 644
2010	8 891 041	2 250 109	4 687 789	61 078 188	76 907 127
2011	9 548 866	2 254 406	4 958 738	68 839 341	85 601 351
2012	10 432 259	2 273 821	5 286 061	76 381 183	94 373 324
2013	11 484 514	2 286 309	5 615 494	84 732 652	104 118 969

Source: bps.go.id (modified)

Indonesia is a big market for motorbikes, as seen typically in some countries in SE ASIA. We can see also with the numbers provided above which increasing time by time.

In Indonesia there are several brandsin Indonesia’s market which have their own segment: Honda, Yamaha, Suzuki, Kawasaki, TVS, Bajaj, Minerva, Ducati, VIAR, Happy Motorcycle, Kymco/Benson, Piaggio/Vespa and Harley Davidson.

JAKPAT tried to know brand loyalty of Indonesian motorbike users by conducting a survey towards 1,020 respondents, consisting of 506 male respondents and 514 female respondents, having motorbike in different provinces in Indonesia. You can target specific motorbike users using JAKPAT’s dashboard in the transportation profile targeting.

Here you also can see the infographic of this survey.

These respondents are dominated within these age ranges :

Age Range	< 16	16-19	20-25	26-29	30-35	36-39
Percentage	2.55%	14.80%	54.12%	16.67%	8.73%	1.86%
No of Panel	26	151	552	170	89	19

and 39% are college students.

And below is the last used brand of their motorbike :

Q1 (single answer) : what is your latest motorbike brand?	Total	Gender
		Male	Female
Option 1 : Honda	618	277	341
	60,59%	54,74%	66,34%
Option 2 : Yamaha	299	166	133
	29,31%	32,81%	25,88%
Option 3 : Suzuki	69	45	24
	6,76%	8,89%	4,67%
Option 4 : Kawasaki	18	8	10
	1,76%	1,58%	1,95%
Option 5 : TVS	0	0	0
	0,00%	0,00%	0,00%
Option 6 : Bajaj	5	4	1
	0,49%	0,79%	0,19%
Option 7 : Minerva	2	1	1
	0,20%	0,20%	0,19%
Option 8 : Ducati	0	0	0
	0,00%	0,00%	0,00%
Option 9 : VIAR	0	0	0
	0,00%	0,00%	0,00%
Option 10 : Happy motorcycle	1	0	1
	0,10%	0,00%	0,19%
Option 11 : Kymco/Benson	0	0	0
	0,00%	0,00%	0,00%
Option 12 : Piaggio/Vespa	8	5	3
	0,78%	0,99%	0,58%
Option 13 : Harley-Davidson	0	0	0
	0,00%	0,00%	0,00%
Option 14 : Other	0	0	0
	0,00%	0,00%	0,00%
Total	1020	506	514
	100,00%	100,00%	100,00%

Most brand used by our respondents are Honda. Though Honda got the highest percentage, does not mean that they got higher market share in the market. This brand related question will be used to create a crosstab to define each segment preference.

16-25 PURCHASED BY OTHERS, 25+ PURCHASED BY THEMSELVES

We were interested in knowing how respondents obtained their motorbike, whether it was bought by them or given by their parents/family/office. Thus, we asked our respondent how they obtained their motorbikes.

As shown above, most respondent obtained their motorbikes from their parents/family/office (64.79%). This might also affected by the fact that most of respondents are college students.

If we compare answers by age range using crosstable, we can see that respondents within 16-25 years old tends to not purchase their own motorbike, while the older they are ( Above 26) the tendency for them to buy their own motorcycle is higher :

Q3 (single answer) : did you get your motorbike by yourselfor from others (parents/office/family)?	Age Range
	< 16	16-19	20-25	26-29	30-35	36-39	40-45	> 45
Option 1 : yes, i purchased it by myself	4	10	130	96	67	16	7	3
	15.38%	6.62%	23.55%	56.47%	75.28%	84.21%	70.00%	100.00%
Option 2 : no, i got it from my parents/office/family	18	129	388	59	16	1	2	0
	69.23%	85.43%	70.29%	34.71%	17.98%	5.26%	20.00%	0.00%
Option 3 : i have mine purchased by myself and another purchased by my parents/office/family	4	12	34	15	6	2	1	0
	15.38%	7.95%	6.16%	8.82%	6.74%	10.53%	10.00%	0.00%
Total	26	151	552	170	89	19	10	3
	100.00%	100.00%	100.00%	100.00%	100.00%	100.00%	100.00%	100.00%

THE OLDER THE SEGMENT, THE MORE PRICE SENSITIVE, THE YOUNGER, THE MORE IMPORTANT IS PEER RECOMMENDATION

As we know, there are several factors influencing consumers in purchasing their motorbikes. Here, we gave some options (factors that might influence purchase decision) to our respondents, but they only are able to choose one option.

Let’s compare answers based on age ranges :

Q4 (single answer) : please tell us, which one of this following influences you mostwhen deciding to purchase/get your motorbike?	Age Range
	< 16	16-19	20-25	26-29	30-35	36-39	40-45	> 45
Option 1 : price	4	20	81	23	16	5	2	1
	15.38%	13.25%	14.67%	13.53%	17.98%	26.32%	20.00%	33.33%
Option 2 : design	1	25	78	15	10	1	0	0
	3.85%	16.56%	14.13%	8.82%	11.24%	5.26%	0.00%	0.00%
Option 3 : family’s recommendation	2	25	55	10	5	0	0	0
	7.69%	16.56%	9.96%	5.88%	5.62%	0.00%	0.00%	0.00%
Option 4 : friends’ recommendation	0	1	7	1	1	0	0	0
	0.00%	0.66%	1.27%	0.59%	1.12%	0.00%	0.00%	0.00%
Option 5 : sales staff’s recommendation	0	1	0	0	0	0	0	0
	0.00%	0.66%	0.00%	0.00%	0.00%	0.00%	0.00%	0.00%
Option 6 : brand’s image	4	9	64	33	23	3	4	0
	15.38%	5.96%	11.59%	19.41%	25.84%	15.79%	40.00%	0.00%
Option 7 : offered features	1	12	46	20	9	1	0	0
	3.85%	7.95%	8.33%	11.76%	10.11%	5.26%	0.00%	0.00%
Option 8 : comfort	5	18	90	24	9	4	3	2
	19.23%	11.92%	16.30%	14.12%	10.11%	21.05%	30.00%	66.67%
Option 9 : accessible workshop/repair shop	2	6	10	6	2	2	0	0
	7.69%	3.97%	1.81%	3.53%	2.25%	10.53%	0.00%	0.00%
Option 10 : trend	0	2	6	2	0	0	0	0
	0.00%	1.32%	1.09%	1.18%	0.00%	0.00%	0.00%	0.00%
Option 11 : it is suitable with my style	1	7	44	13	4	1	0	0
	3.85%	4.64%	7.97%	7.65%	4.49%	5.26%	0.00%	0.00%
Option 12 : no particular reason	5	19	60	19	8	1	1	0
	19.23%	12.58%	10.87%	11.18%	8.99%	5.26%	10.00%	0.00%
Option 13 : Other	1	6	11	4	2	1	0	0
	3.85%	3.97%	1.99%	2.35%	2.25%	5.26%	0.00%	0.00%
Total	26	151	552	170	89	19	10	3
	100.00%	100.00%	100.00%	100.00%	100.00%	100.00%	100.00%	100.00%

The older the segment the more price sensitive they are because they tends to purchase the motorbikes on their own. While younger segment, family reccomendation, design and comfortness become more important factor in choosing motorbike brands.

60%+ OF RESPONDENTS ARE WILLING TO PURCHASE THE SAME BRAND ON THEIR NEXT PURCHASE

Firstly, we asked our respondents regarding their intention to purchase a new motorbike in the next 1-3 years. Then, only those respondents answering “YES” option were given the next question concerning their willingness to purchase the same brand. As shown on table below, 675 (66%+) respondents have intention to purchase a new motorbike.

Q5 (single answer) : do you intend to purchase a new motorbike in the next 1-3 years?	Total	Gender
		Male	Female
Option 1 : yes	675	375	300
	66,18%	74,11%	58,37%
Option 2 : no	345	131	214
	33,82%	25,89%	41,63%
Total	1020	506	514
	100,00%	100,00%	100,00%

Thus, only 675 respondents were given the next question, and we found that 62.43% of respondents are willing to purchase the same brand for their new motorbike.

Q6 (single answer) : if yes, are you willing to purchase the same brand as your latest motorbike?	Total	Gender
		Male	Female
Option 1 : yes	422	229	193
	62,43%	61,07%	64,12%
Option 2 : no	254	146	108
	37,57%	38,93%	35,88%
Total	676	375	301
	100,00%	100,00%	100,00%

This survey result shows that Indonesian motorbike users are quite loyal towards their previous motorbike brand, as 62.43% of them will purchase the same brand.

If we use custom crosstab and check the loyalty for each brand

Honda	Yamaha	Suzuki	Kawasaki
396	204	49	13
64.08%	68.23%	71.01%	72.22%
222	95	20	5
35.92%	31.77%	28.99%	27.78%
618	299	69	18
100.00%	100.00%	100.00%	100.00%

All most used brands has high loyalty percentage.

37% WILLINGLY TO TRY OTHER BRAND

We also were interested in knowing the reasons underlining them to not choosing the same brand on their next purchasing. We used an open ended question towards 254 respondents, choosing “NO” on previous question, therefore, they can write their answers according to their own opinions. Based on survey result, most of our respondents say that they want to try another brand, and then followed by boredom towards previous brand and availability of more attractive designs of other brands.

Reference(s):

http://www.bps.go.id/tab_sub/view.php?tabel=1&id_subyek=17&notab=12

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS report

And also PDF Report here:

If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 23,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey. Those 23,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev - Chrisprastika at +62-878-3908-9833. To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc.