It's Not the Price, This Is the Main Consideration for Consumers When Buying Chocolate
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Consumers consider several factors when buying chocolate.
According to a survey by the Kurious-Katadata Insight Center (KIC), the majority of respondents (73.4%) chose a particular chocolate brand because of its superior taste compared to other brands.
A significant number of respondents also chose a chocolate brand due to its widespread reputation (55.9%) and wide availability in supermarkets (54.7%).
Reasons such as habitual consumption of the same brand, safe ingredients, or the availability of various chocolate variants and sizes were chosen by fewer respondents, as shown in the graph.
Meanwhile, respondents who chose a chocolate brand because of its low price were ranked second to last (24.5%). This indicates that price is not a significant consideration for chocolate consumers in Indonesia.
This survey also found that the majority of Indonesian consumers most frequently consume SilverQueen chocolate (93.7%), followed by Cadbury and Delfi at 49.6% and 40%, respectively.
The Kurious-KIC survey was conducted on 605 respondents from various regions of Indonesia, with 54.9% male respondents and 45.1% female respondents.
More than half of the respondents were from Java Island excluding Jakarta (63.3%), followed by respondents from DKI Jakarta (15%) and Sumatra Island (11.7%).
The proportion of respondents from Kalimantan, Sulawesi, Bali-Nusa Tenggara, and Maluku-Papua ranged from 0.05% to 3.6%.
Most respondents were from the 35-44 age group (33.6%), followed by the 25-34 age group (29.4%) and the 45-54 age group (20.8%).
The survey was conducted from July 26 to August 3, 2023, using the computer-assisted web interviewing (CAWI) method with a margin of error of approximately 3.98% and a 95% confidence level.
(See also: [List of Indonesian Consumers' Favorite Chocolate Brands, Is Yours There?](https://databoks.katadata.co.id/datapublish/2023/08/18/daftar-merek-cokelat-favorit-konsumen-indonesia-ada-kesukaanmu))
"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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