From Taste to Reputation: Consumer Considerations in Choosing Soy Sauce Brands
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Consumers consider various factors when choosing soy sauce, especially with the wide array of brands available on the market.
According to a survey by Kurious-Katadata Insight Center (KIC), the majority of respondents (79.6%) chose a soy sauce brand because of its superior taste compared to other brands.
A significant number also chose a brand due to its easy availability (56.9%) and its widely recognized reputation (55.9%).
Other factors, such as soy sauce content, habitual consumption of a specific brand, or price, were considered by only a small percentage of respondents, as shown in the graph above.
The survey also found that the majority of Indonesian consumers use Bango soy sauce (80.5%), followed by ABC (58.6%), and Sedaap (42.1%).
The Kurious-KIC survey involved 691 respondents across Indonesia, with 53% male and 47% female respondents.
63.7% of respondents were from Java (excluding Jakarta), followed by Jakarta (15.1%) and Sumatra (12.9%). Respondents from Kalimantan, Sulawesi, Bali-Nusa Tenggara, and Maluku-Papua ranged from 0.6% to 3%.
Most respondents were aged 35-44 years (33.3%), followed by the 25-34 age group (30.1%), and the 45-54 age group (21.3%).
Survey data was collected from July 7-14, 2023, using computer-assisted web interviewing (CAWI), with a margin of error of approximately 3.72% and a 95% confidence level.
"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."
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