Sharp Tops List of Most Used Refrigerator Brands by Consumers in Indonesia

Refrigerators or refrigerators are common household appliances found in upper-middle-class Indonesian homes. Not only imported products, but now a variety of refrigerator brands from local electronics companies are also able to compete in the market.

However, locally branded refrigerators have not been able to compete with imported brands in terms of innovation, functionality, and attractive product designs that captivate Indonesian consumers.

Based on a survey by Kurious from the Katadata Insight Center (KIC), Sharp holds the top position in the list of refrigerator brands most used by consumers in Indonesia. 33.2% of respondents reported using the Japanese brand.

Below Sharp, 24.8% of respondents use LG refrigerators. The next position is occupied by the Indonesian refrigerator brand, Polytron, used by 20.6% of respondents.

Furthermore, there are also respondents who use Samsung (South Korea) and Panasonic (Japan) refrigerators with percentages of 13.6% each. This is followed by two other Japanese refrigerator brands, Toshiba (10.6%) and Aqua Japan (10%).

Respondents using refrigerators from brands such as Sanyo, Sanken, Electrolux, Midea, GEA, Daikin, Modena, and other brands were far fewer, as shown in the graph.

In terms of popularity, Sharp also occupies the top position in the survey results. It is followed by LG and Polytron.

The survey shows that the majority of respondents chose refrigerator brands that are easily found in shopping centers (64.4%) and consumers use several products from that brand (61.7%). However, only a small percentage of respondents chose a refrigerator brand because they often saw its advertisements on the internet or social media (28.5%).

Kurious-KIC surveyed 884 people spread across various regions of Indonesia, with 51.7% male respondents and 48.3% female respondents.

More than half of the respondents are from Java Island excluding Jakarta (62.9%), followed by Jakarta (14.3%), and Sumatra (12.4%). Respondents from Sulawesi, Kalimantan, Bali, Nusa Tenggara, Maluku, and Papua had smaller proportions (between 0.6% - 4.6%).

Most respondents were aged between 35-44 years (31.2%), followed by the 25-34 year age group (29.2%) and the 45-54 year age group (21.4%).

The survey was conducted from February 22nd to March 2nd, 2023, using the *computer-assisted web interviewing (CAWI)* method, with a margin of error of approximately 3.29% and a confidence level of 95%. The complete report can be viewed and downloaded at this link.