It's Not About Price: The Main Factor Driving Consumers to Switch Soy Sauce Brands

The abundance of soy sauce brands on the market makes consumers increasingly selective. Furthermore, many factors influence consumers' decisions to switch from one soy sauce brand to another.

A survey by the Kurious-Katadata Insight Center (KIC) shows that promotions and price increases are not the primary factors driving consumers to switch soy sauce brands.

The survey reveals that the majority of Indonesian consumers would switch to another soy sauce brand if the quality of their current product declined. 52.5% of respondents said they would switch, followed by 33.1% who said it was very likely they would switch.

Another factor influencing brand switching is a lack of innovation from the brand. 33% of respondents said they would switch, and 16.4% said it was very likely they would switch.

Some respondents also stated they would switch brands due to price increases. 32.7% said they would switch, followed by 16.4% who said it was very likely they would switch.

Meanwhile, the proportion of respondents who said they would switch brands due to a lack of purchase promotions was the lowest, as shown in the graph above. Specifically, 25% of respondents said they would switch, while 14% said it was very likely they would switch.

The finding regarding the decline in soy sauce brand quality aligns with the survey's findings on factors influencing consumer soy sauce choices.

According to the Kurious-KIC survey, the majority of Indonesian consumers choose soy sauce brands that taste better than other brands (79.6%). This is followed by ease of finding the brand compared to others (56.9%) and having a widely known brand reputation (55.9%).

This survey involved 691 respondents across Indonesia, with 53% male and 47% female respondents.

63.7% of respondents were from Java (excluding Jakarta), followed by respondents from Jakarta (15.1%) and Sumatra (12.9%). The proportion of respondents from Kalimantan, Sulawesi, Bali-Nusa Tenggara, and Maluku-Papua ranged from 0.6% to 3%.

Most respondents were aged between 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 the computer-assisted web interviewing (CAWI) method, with a margin of error of approximately 3.72% and a 95% confidence level.