Factors Consumers Consider When Choosing a Diaper Brand
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Parents consider several factors when choosing a diaper brand for their child.
According to a survey by the Kurious-Katadata Insight Center (KIC), the majority of respondents (81.9%) chose a diaper brand based on product safety for their child's skin.
Others chose a diaper brand based on its absorbency (66.8%) and the size and comfort for their child (62.8%).
Other factors, such as durability, availability, and brand reputation, had lower percentages, as shown in the graph.
Meanwhile, choosing a diaper brand based on price was ranked among the bottom three factors, with only 37.2% of respondents citing it as a primary consideration.
This indicates that respondents prioritized product safety over price when choosing diapers for their babies.
The survey also found that the majority of Indonesian consumers most frequently use Mamy Poko diapers for their babies (65.7%), followed by Sweety (50%) and Merries (34.3%).
The Kurious-KIC survey involved 599 respondents across Indonesia, with 54.8% male and 45.2% female respondents.
For the topic regarding factors considered in choosing a diaper brand, the survey only included 277 respondents with children under 5 years old.
More than half of the respondents were from Java (excluding Jakarta) (64.6%), followed by respondents from DKI Jakarta (15.9%), and Sumatra (11.2%).
The proportion of respondents from Kalimantan, Sulawesi, Bali-Nusa Tenggara, and Maluku-Papua ranged from 3.3% to 0.2%.
Most respondents were aged 35-44 years (35.2%), followed by the 25-34 age group (29.5%), and the 45-54 age group (21%).
The survey was conducted from July 18-26, 2023, using computer-assisted web interviewing (CAWI) with a margin of error of approximately 4% and a 95% confidence level.
(Read also: 10 Favorite Diaper Brands of Indonesian Consumers, Who is the Champion?)
"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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