BOI LABS
SHAMPOO & SHOES BRANDS
INTRODUCTION
BOI Labs is our playground to brainstorm about new ideas
for the current market.
At the end of the day, the projects in BOI Labs are meant to come up
with ways to make BOI’s work more efficient, more accurate and to
create new solutions for our clients.
This time BOI has investigated the personal care and fashion sector in
Greater Jakarta and West Java with the focus on shampoo and shoe
brands. Within this research, people’s awareness of existing brands
and their motives to buy a certain brand, will be revealed.
RESEARCH METHOD
SAMPLING
RESEARCH
METHOD
SELECTION
CRITERIA
PERIOD
Quantitative
Online Survey (JakPat)
Multistage random sampling, n = 309 in Greater
Jakarta and East Java
Age: 20 to 35 years old
SES : Upper 1 & 2; Middle 1 & 2
July 2018
RESPONDENT PROFILE
Education
Senior HS
College
University
46%
12%
39%
Master 3%
37%
33%
30%
Age
20-25 y.o
26-29 y.o
30-35 y.o
Gender
50%
50%
Photo by: Tan Dahn
Greater Jakarta
West Java
68%
32%
Location
TYPE OF CONSUMER &
BRAND AWARENESS
n = 309, base=all
1 2 4 3 5 6 7 9 8 10
5.55 5.46
Careful Impulsive
Type of consumer
1 2 4 3 5 6 7 9 8 10
7.07 7.27
Don’t
know many
Know all
shampoo brands
Shampoo brand awareness
1 2 4 3 5 6 7 9 8 10
Know all
shoes brands
Shoes brand awareness
Don’t
know many
6.53 6.54
IMPORTANCE OF BUYING
FAMOUS BRANDS
n = 309, base=all
1 2 4 3 5 6 7 9 8 10
6.93 6.78
Not very
important at all
Very
important
Shampoo famous brand
1 2 4 3 5 6 7 9 8 10
Very
important
Shoes famous brand
Not very
important at all
7.44 7.19
BOI LABS
SHAMPOO
Photo by: Hadis Safari
97%
56%
55%
Clear
97%
28%
24%
Clear
BRAND PYRAMIDS SHAMPOO
Awareness
Consideration
Purchased in last 2
months
29%
86%
58%
98%
Awareness
Consideration
Purchased in last 2
months
97%
29%
29%
Sunsilk
90%
30%
27%
Sunsilk
100%
30%
90%
33%
n = 309, base= all
n= 309, base=all n = 309, base=all
n = 309, base= all
87%
21%
11%
L'oreal
n= 309, base=all
BRAND PYRAMIDS SHAMPOO
Awareness
Consideration
Purchased in last 2
months
20%
64%
Awareness
Consideration
Purchased in last 2
months
56%
11%
7%
n = 309, base= all
61%
16%
10%
Tresemme
n = 309, base=all
91%
25%
18%
Tresemme
n= 309, base=all
52%
24%
72%
27%
63%
26%
SHOPPING BEHAVIOR SHAMPOO
Clear Dove Emeron Head &
Shoulders
Lifebuoy L’oreal Pantene Rejoice Sunsilk Tresemme Zinc
BOUGHT 39% 27% 8% 26% 20% 9% 38% 13% 28% 14% 11%
CONSIDER 42% 35% 8% 34% 24% 16% 40% 17% 30% 21% 17%
AWARENESS 97% 94% 86% 90% 90% 72% 93% 91% 94% 76% 86%
n = 309, base=all
Shopping behavior shampoo brands
Most consumers bought 2 shampoo brands in the last
2 months. Clear, Pantene and Dove are the most
favored brands.
Emeron and Rejoice are well known too, but few
consumers buy or consider buying them.
Influential
43%
Very
influential
13%
Influential
44%
Very Influential
10%
Influential
42%
Very
Influential
16%
‘NO DRANDRUFF’ SLOGAN FROM CLEAR
n = 309, base=all
Women are slightly more familiar with this slogan,
however it has higher impact on men concerning their
buying decision. While the majority is familiar with it, it
doesn’t always influence their buying decisions.
n = 309, base= all
Familiar
47%
Very familiar
34%
Familiar
44%
Very familiar
38%
Familiar
49%
Very familiar
30%
Level of awareness of the ‘no dandruff’ message
81%
82%
79%
Total 56%
54%
58%
Influence of ‘no dandruff’ message on buying decision
Total
5%
10%
14%
21%
36%
43%
61%
4%
12%
16%
16%
28%
60%
63%
Product variation
Product composition
Halal label
Fragrant
Brand
Benefits
Price
What is the most important aspect when you decide to buy shampoo?
Female
Male
IMPORTANT ASPECTS
N = 309, base=all
Price is the most important aspect when consumers
make decision to buy shampoo. Interestingly women
appreciate benefits more than men.
Photo by: pixabay
Photo by: Josh Felish
BOI LABS
SHOES
99%
45%
22%
Adidas
BRAND PYRAMIDS SHOES
Awareness
Consideration
Purchased in last 12
months
Awareness
Consideration
Purchased in last 12
months
97%
63%
48%
Adidas
99%
40%
21%
Nike
92%
58%
31%
Nike
n = 309, base= all n = 309, base= all
n = 309, base= all n = 309, base= all
65%
76%
40%
53%
45%
49%
63%
53%
84%
30%
23%
54%
14%
12%
BRAND PYRAMIDS SHOES
Awareness
Consideration
Purchased in last 12
months
Awareness
Consideration
Purchased in last 12
months
75%
22%
14%
Wakai
39%
11%
5%
Wakai
n = 309, base= all n = 309, base= all
n = 309, base= all n = 309, base= all
36%
77%
29%
64%
26%
86%
28%
45%
SHOPPING BEHAVIOR SHOES
Adidas Nike Reebok Puma Converse Kickers Yongki
Komaladi
Vans Crocs Wakai New
Balance
BOUGHT 35% 26% 16% 10% 20% 10% 17% 12% 8% 10% 10%
CONSIDER 54% 49% 28% 20% 30% 20% 22% 19% 11% 17% 15%
AWARENESS 98% 95% 89% 85% 84% 73% 69% 69% 64% 57% 54%
Most consumers bought 2 brands within the last 12 months.
Adidas, Nike and Converse are without doubt the most
popular brands at the moment.
N = 309
Shopping behavior shoes brands
‘SHOES ARE BORING, WEAR SNEAKERS’ SLOGAN FROM
CONVERSE
n = 309, base= all
While both men and women are aware of Converse’s
slogan, only a third are influenced by this slogan in their
buying decision
Familiar
31%
Very familiar
10% 41% Total
Familiar
33%
Very familiar
10% 43%
Familiar
29%
Very familiar
10% 39%
Influential
24%
Very
Influential
9%
Influential
22%
Very
Influential
8%
Influential
26%
Very Influential
10%
33%
30%
36%
Total
Level of awareness of the ‘shoes are boring, wear
sneakers’ message
Influence of ‘shoes are boring, wear sneakers’ message
on buying decision
n = 309, base= all
18
8%
16%
19%
37%
45%
88%
67%
13%
13%
17%
28%
72%
77%
65%
Size
Durability
Design
Brand
Comfort
Quality
Price
What is the most important aspect when you decide to buy shoes?
Female
Male
N = 309, base=all
IMPORTANT ASPECTS
Most important aspects people look at are price and
quality. Also, comfort is considered more important by
women than men.
Credit by: Dids