Toothpaste is one of daily basic needs for people, thus we are accustomed to it. Nowadays, there are several toothpaste brands in market, but they differ in advantage and usefulness. Those characteristics attract consumers having diverse need towards toothpaste.
Recently, JAKPAT team conducted a survey concerning toothpaste use in Indonesia. This survey is followed by 2160 respondents over Indonesia. How is the result of this market survey?
> 70% Choose PEPSODENT
At first, we identified what brands frequently used by consumers. The survey result shows that Pepsodent becomes the mostly used brand (71.06%), and then followed by Close Up (11.04%), Sensodyne (5.60%), Formula (3.52%), Ciptadent (2.73%) and others (5.74%).
Following are the tables of TOP BRAND AWARD for 2014, 2013 and 2012 respectively:
TOP BRAND AWARD 2014
| Merek | TBI | TOP |
| Pepsodent | 73,1% | TOP |
| Ciptadent | 8,4% | |
| Close Up | 6,4% | |
| Formula | 6,1% |
Source: http://www.topbrand-award.com/top-brand-survey/survey-result/top_brand_index_2014
TOP BRAND AWARD 2013
| Merek | TBI | TOP |
| Pepsodent | 71,6% | TOP |
| Ciptadent | 9,1% | |
| Close Up | 7,5% | |
| Formula | 7,1% | |
| Sensodyne | 1,8% |
Source: http://www.topbrand-award.com/top-brand-survey/survey-result/top-brand-index-2013
TOP BRAND AWARD 2012
| Merek | TBI | TOP |
| Pepsodent | 75,0% | TOP |
| Ciptadent | 7,6% | |
| Close Up | 6,7% | |
| Formula | 5,9% | |
| Sensodyne | 1,5% |
Source: http://www.topbrand-award.com/top-brand-survey/survey-result/top-brand-index-2012
Pepsodent dominantly becomes the TOP BRAND for 3 years respectively. However, compared with the survey result concerning toothpaste use, there is several people use other toothpaste such as Close Up. What does it mean?
Function > Brand > Flavor
| 1 | Function/Usability | 1232 | 57.04 % |
|---|---|---|---|
| 2 | Brand | 428 | 19.81 % |
| 3 | Flavor | 288 | 13.33 % |
| 4 | Price | 174 | 8.06 % |
| 5 | Product Design | 19 | 0.88 % |
| 6 | Packaging Size | 19 | 0.88 % |
Then, while JAKPAT wants to know what becoming the dominant reasons for choosing the brand are: function (57.44%), and then followed by Brand (19.81%) and Flavor (13.33%)
Most Important Function : Refreshing
| 1 | Refreshing | 683 | 31.62 % |
|---|---|---|---|
| 2 | Whitening | 662 | 30.65 % |
| 3 | Disease Cure | 640 | 29.63 % |
| 4 | Other option | 99 | 4.58 % |
| 5 | Prevent disease | 76 | 3.52 % |
Source of Information : Media > Family > Doctor
| 1 | Media | 1204 | 55.74 % |
|---|---|---|---|
| 2 | Family Recommendation | 611 | 28.29 % |
| 3 | Doctor Recommendation | 231 | 10.69 % |
| 4 | Friends Recommendation | 65 | 3.01 % |
| 5 | Other option | 49 | 2.27 % |
Then, how do people know about the brands? The first source is Media (55.74%), second is neighborhood or family recommendation (28.39%), third is Doctor (10.69%), forth is friend (3.05) and the rest is from other source.
Where do most people buy their toothpaste? 65.42% Supermarket
| 1 | Supermarket | 1413 | 65.42 % |
|---|---|---|---|
| 2 | Minimarket | 553 | 25.6 % |
| 3 | Toko kelontong | 164 | 7.59 % |
| 4 | Apotek | 30 | 1.39 % |
Willing to Pay (WTP)
| 1 | Rp10.000 – Rp.20.000 | 1111 | 51.44 % |
|---|---|---|---|
| 2 | < Rp10.000,- | 939 | 43.47 % |
| 3 | >Rp20.000 | 110 | 5.09 % |
Brand Loyalty ?
We also asked whether they keep purchasing the same brand or not.
| 1 | Looked at the prefered brand first but if not available other brand is OK | 1056 | 48.89 % |
|---|---|---|---|
| 2 | Always bought same brand | 986 | 45.65 % |
| 3 | Not always boung same brand | 118 | 5.46 % |
For more detail you can download XLS report at the button below. AKPAT 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:
http://www.slideshare.net/ShabrinaRina/pasta-gigi
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.