More Than Just Energy Savings: Considerations of Indonesian Consumers When Choosing Air Conditioner Brands
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Indonesian consumers consider various factors when choosing an air conditioner (AC) brand. Beyond energy efficiency, other key considerations include brand reputation, quality, and promotional offers.
According to a Kurious survey by the Katadata Insight Center (KIC), the primary consideration for Indonesian consumers is product quality and performance, accounting for 65.4% of responses.
Next, affordability was a significant factor for 60.5% of respondents. Other important considerations included a trusted brand reputation (47.2%), energy efficiency (44.8%), brand longevity (42%), and good after-sales service (33.3%).
Some consumers also prioritized air filtration features (31.5%). The least important factors were the popularity of the brand (29.6%) and promotional offers (29%).
The survey also revealed that Indonesian consumers predominantly choose AC units with low power consumption. A majority (46%) of respondents opted for 400-watt/1/2 horsepower (PK) units, followed by 30.9% choosing 840-watt/1 PK units.
The use of high-power AC units (1920-watt/2 PK and 2570-watt/2.5 PK) was considerably lower, at 5.2% and 2.2%, respectively.
The survey further indicated that most Indonesian consumers use AC units from South Korean and Japanese brands. These include LG (South Korea) at 34.3%, Sharp (Japan) at 26.2%, Samsung (South Korea) at 21.9%, and Panasonic (Japan) at 21.9%.
The Kurious-KIC survey involved 884 respondents across various regions of Indonesia, with 51.7% male and 48.3% female respondents.
Over half of the respondents were from Java (excluding Jakarta) at 62.9%, followed by Jakarta (14.3%) and Sumatra (12.4%). The remaining respondents were from Sulawesi, Kalimantan, Bali, Nusa Tenggara, Maluku, and Papua (0.6% - 4.6%).
The majority of respondents were aged 35-44 years (31.2%), followed by the 25-34 age group (29.2%) and the 45-54 age group (21.4%).
The survey was conducted from February 22nd to March 2nd, 2023, using computer-assisted web interviewing (CAWI), with a margin of error of approximately 3.29% and a 95% confidence level. The full report can be viewed and downloaded [here](https://databoks.katadata.co.id/publikasi/2023/03/02/top-brand-survey-home-appliance-ac-dan-kulkas).
"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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