Easy to Find and Affordably Priced: Various Factors Consumers Consider When Choosing Soap Products

A wide variety of soap brands are sold in Indonesia. As discerning consumers, it's important to choose the right soap to buy.

According to a Kurious survey from the Katadata Insight Center (KIC), the majority of Indonesian consumers choose soap easily found in shopping centers. This accounts for 67.7%.

Other factors in soap selection include affordable price (67.1%). Furthermore, 52.4% of respondents chose soap because of its superior quality compared to other brands.

Next, 29.1% of respondents chose soap because it's widely used by others. On the other hand, 22.2% chose a soap brand due to its promotions. The remaining 4.8% cited other factors.

The survey also shows that most Indonesian consumers regularly use Lifebuoy soap. 71.3% of respondents reported using Lifebuoy most often in the past year.

Kurious-KIC conducted this survey among 555 people across various regions of Indonesia, with 50.4% male and 49.6% female respondents.

Over half of the respondents were from Java (excluding Jakarta) at 65%, followed by Jakarta (13.2%), and Sumatra (10.9%). Respondents from Kalimantan, Sulawesi, Bali, Nusa Tenggara, Maluku, and Papua represented smaller proportions (between 0.1%-3.9%).

Most respondents were aged 35-44 years (31.1%), followed by the 25-34 age group (28.2%) and the 45-54 age group (21.7%).

The survey was conducted from December 19-26, 2022, using computer-assisted web interviewing (CAWI), with a margin of error of approximately 4.2% and a 95% confidence level. The full report can be viewed and downloaded here.