on Promotion Week

in the Face of Economic

Uncertainty 2023
February 2023
N total = 1,086

Respondent Area

Profiles
Sumatra
16% Other Islands
10%
The panels are skewed to married,
working, and middle-to-high
economic levels. Java
74%

Gender Male Female

50% 50%

Age SES Occupation

18 - 25 y.o 47% Worker Entrepreneur
26 - 35 y.o 33% 53% 15%
36 - 45 y.o 17%
46 - 55 y.o 3% Upper Middle Lower Student Others (housewife, looking for a job)
35% 40% 25% 18% 18%

Personal Income Education

Above IDR 10,000,000 6% Bachelor/Master/ Professional
IDR 6,000,001 - IDR 10,000,000 17% 42%

IDR 4,000,001 - IDR 6,000,000 16%

IDR 2,500,001 - IDR 4,000,000 15% 3rd Diploma Junior High School
9% 3%
IDR 1,250,001 - IDR 2,500,000 14%
IDR 750,001 - IDR 1,250,000 11%
Senior High School Elementary School
Below IDR 750,000 21%
45% 1%

25 – 27 January 2023
2
 General Shopping
Behavior

February 2023
Newsletter
3
 N total = 1,086

Product Category 69% 68% 59% 48%

Purchased Food & Daily needs Fashion &
in the Past Month
Body care
beverages sportswear

41% 39% 37% 21%

People mainly bought primary
needs categories. However,
self-treatment products, such Fresh Cosmetics Medicines Book &
as body care and cosmetics, groceries stationery
also topped the most
purchased product categories 20% 18% 15% 13%
in the past month.

Electronic Technology & Plane/ train/ Mutual funds

products gadgets bus ticket

12% 11% 8% 8%

Automotive Accommodation Gold/ Cryptocurrency

spare parts (hotel, apartment, jewelry
guest house)

7% 5% 4%

Exercise equipment Automotive Travel package

(bicycle, treadmill, (car, motorcycle) (umrah, honeymoon,
etc) etc)

Q1.2. What types of products did you purchase in the past month? (Select all that apply)
4
 N total = 1,086

Shopping Behavior
People purchase the products equally from online and offline channels, though they prefer to do it
from online channels due to the practicality, ability to compare prices, and cashback.

Current Preferred Reasons for Choosing

Behavior Shopping Method the Preferred Shopping Method

Saving time and effort 75%

Can compare the price of goods 63%
77% 63%
Get cashback 60%

Online Online Free shipping 53%

shopping shopping More payment method options 48%
Have a more extensive variant of goods 47%
Can see reviews of sellers 47%

Can see the items before purchase 78%

Can directly get the goods 68%
71 %
37 %
Minimizing the risk of goods being damaged/lost during delivery 61%
Can try the items before purchase 57%
Offline Offline
shopping shopping As a refresher for myself/family 42%
Can get a full explanation from the seller 38%
Get inspiration to purchase other products in-store 26%

Q1. How did you shop in the past month? (Select all that apply) | Q2. Which shopping method do you prefer? (Choose one answer) | Q3. Why do you prefer ….. (Q1)? (Select all that apply)
5
 N total = 1,086

Shopping Behavior – by Demography

Females, millennials, and upper SES do online shopping more than offline.
Meanwhile, citizens outside Java and Sumatra still prefer shopping at physical stores.

Java Sumatra Other Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower
Current Islands

Behavior
798 176 112 541 545 507 357 183 39 381 439 266

Online shopping 77% 79% 76% 70% 77% 78% 74% 80% 80% 85% 85% 78% 65%

Offline shopping 71% 71% 68% 76% 77% 66% 63% 77% 82% 82% 77% 70% 64%

Preferred Java Sumatra Other

Islands
Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower

Shopping Method
798 176 112 541 545 507 357 183 39 381 439 266

Online shopping 63% 64% 64% 56% 64% 63% 61% 67% 62% 69% 71% 64% 51%

Offline shopping 37% 36% 36% 44% 36% 37% 39% 33% 38% 31% 29% 36% 49%

Q1. How did you shop in the past month? (Select all that apply) | Q2. Which shopping method do you prefer? (Choose one answer)
6
 N total = 1,086

Motivation to Shop
Half of the people shop due to needs. However, some do the shopping because of the promotion.

Java Sumatra Other Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower
Islands

Total
798 176 112 541 545 507 357 183 39 381 439 266

It's my needs 48% 49% 41% 53% 47% 49% 52% 43% 44% 64% 42% 50% 55%

Tempted by cashback 25% 24% 28% 24% 26% 24% 19% 30% 32% 23% 36% 21% 15%

Tempted by free shipping 23% 22% 25% 22% 20% 25% 21% 24% 23% 23% 22% 25% 20%

Self-satisfaction 20% 20% 20% 21% 20% 21% 20% 22% 21% 15% 20% 20% 22%

Tempted by vouchers 20% 19% 23% 23% 19% 21% 17% 24% 23% 13% 27% 17% 16%

Tempted by discounts from the platform (twin dates) 19% 20% 16% 18% 18% 21% 19% 18% 20% 26% 21% 20% 17%

Tempted by deals from the seller (no special event) 17% 17% 16% 14% 16% 17% 15% 18% 17% 18% 16% 18% 14%

Influenced by the review on the product display 11% 11% 10% 11% 9% 13% 10% 12% 9% 21% 14% 11% 6%

Tempted by free deals for the purchase of other items 10% 10% 13% 12% 10% 11% 9% 12% 11% 10% 12% 11% 8%

Influenced by social media influencers 10% 10% 8% 9% 9% 10% 9% 10% 11% 5% 12% 9% 7%

The product is limited edition 9% 9% 10% 6% 9% 8% 7% 10% 13% 10% 12% 9% 4%

Interested in the prize draw 7% 7% 6% 4% 8% 5% 4% 8% 10% 13% 9% 7% 3%

Q4. What are the factors that drive you to shop? (Select all that apply)
7
 N total = 1,086

Impulsive vs. Planned Shopper

The majority of shoppers are impulsive because they don’t have the opportunity
to purchase the desired items previously, and it serves as a form of self-reward.
Meanwhile, some are impulsive due to promotion from the online platform.

Shopping Type Reasons of Impulsive Buying

I wanted to buy it, but I can only buy it now 40%

21% 19% 24% 23% Self-satisfaction 39%

I never buy anything off I rarely buy things outside Tempted by deals from the seller (no special event) 35%
of my shopping list of my shopping list
Tempted by discounts from the platform (twin dates) 34%

Tempted by free shipping 31%

51% 52% 4% 6% Tempted by cashback 31%

Tempted by vouchers 25%

I sometimes buy things I always buy things off
off my shopping list my shopping list Tempted by free deals for the purchase of other items 25%

Influenced by the review on the product display 20%

The product is limited edition 19%

Online Shopping N = 840 Interested in the prize draw 12%

Offline Shopping N = 774 Influenced by social media influencers 12%

Q5. In general, which of the following statements best describes you when .... | (Q1)? (Choose one answer) | Q6. Why did you buy things outside of your list? (Select all that apply)
8
 N total = 1,086

Impulsive vs. Planned Shopper

Gen Z, who lives in Java with middle-to-lower SES, tends to be impulsive shoppers.

Java Sumatra Other Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower

Online Shopping Islands

N = 840
629 133 78 414 426 376 284 147 33 323 344 173

I never buy anything off my shopping list 21% 17% 32% 28% 28% 14% 15% 25% 29% 18% 24% 17% 21%

I rarely buy things off my shopping list 24% 26% 18% 15% 23% 24% 27% 22% 18% 27% 19% 25% 31%

I sometimes buy things off my shopping list 51% 53% 45% 51% 45% 58% 53% 49% 51% 52% 53% 54% 44%

I always buy things off my shopping list 4% 4% 5% 5% 4% 4% 5% 5% 3% 3% 4% 4% 5%

Java Sumatra Other Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower

Offline Shopping Islands

N = 774
570 119 85 416 358 317 275 150 32 294 309 171

I never buy anything off my shopping list 19% 16% 29% 22% 28% 9% 15% 23% 21% 22% 24% 16% 16%

I rarely buy things off my shopping list 23% 24% 23% 21% 23% 24% 26% 24% 19% 16% 19% 25% 28%

I sometimes buy things off my shopping list 52% 54% 44% 51% 45% 59% 53% 49% 54% 59% 51% 54% 49%

I always buy things off my shopping list 6% 6% 4% 6% 4% 8% 7% 5% 5% 3% 5% 5% 8%

Q5. In general, which of the following statements best describes you when .... (Q1)? (Choose one answer)
9
 Shopping Behavior
During Price War

February 2023
Newsletter
10
 N total = 1,086

Shopping Experience Almost everyone has participated in promotion

week, especially people in Java and Sumatra.
During Promotion Week
Ever shopped Java Sumatra Other Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower

during a promo
Islands

campaign 798 176 112 541 545 507 357 183 39 381 439 266

Yes 91% 92% 92% 87% 89% 94% 93% 90% 89% 90% 93% 91% 91%

No 9% 8% 8% 13% 11% 6% 7% 10% 11% 10% 7% 9% 9%

Shopping Plan on Half of them have a solid plan to shop during

promotion week, driven mainly by late millennials
Promotion Week to early baby boomers and the upper segment.

Java Sumatra Other Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower
Total Islands

798 176 112 541 545 507 357 183 39 381 439 266

Yes, will definetely shop 51% 52% 54% 42% 56% 47% 43% 57% 61% 56% 66% 49% 35%

Don’t know yet 47% 45% 45% 56% 42% 51% 54% 41% 37% 44% 33% 50% 61%

No, will not shop 2% 3% 1% 2% 2% 2% 3% 2% 2% 0% 2% 2% 4%

Q7. Have you ever shopped during a promo campaign on an online shopping platform? (Choose one answer)
Q10. Will you shop during promo campaigns in 2023 that usually happen on twin dates? (Choose one answer) 11
 N total = 1,086

Enthusiasm During Promotion Week

How enthusiasic they are They claim they are enthusiastic about participating in
the promotion week because of the extra free shipping.
Top 2 Boxes 43% Only some are quite reluctant due to being afraid of
Top 3 Boxes 67% spending on unnecessary products.
Mean score 7.91

Reasons for Being Enthusiatic N = 931

Very enthusiastic - 10 28% Extra free shipping 75%

9 15% Flash sale 69%

Double discounts 60%

8 24%
Midnight sale 28%

7 14% Very cheap gadgets 27%

6 5% Live sale 16%

Reasons for Not Being Enthusiatic N = 155

5 9%
Worry about buying things I dont need 50%

4 1% No budget 36%

2% The price difference is not significant compared to the normal price 31%
3
Many discounts are still available in other days apart from the promo week 28%
2 1%
Delivery usually takes a long time 21%

Very unenthusiastic - 1 1% The quality of goods is usually not good 21%

Q8. On a scale of 1-10, how enthusiastic are you in waiting for promos from online shopping platforms? (Choose one answer)
Q9.1. What are you looking forward to during the promo campaigns? (Select all that apply) | Q9.2. What are the things that make you not too enthusiastic about promo campaigns? (Select all that apply) 12
 N total = 1,086

Shopping Behavior During Promotion Week

Their strategy is to put the items in the shopping cart and checkout once the promotion
begins to get the lowest price possible, including free shipping. Fashion & sportswear is
the main product category most will purchase.

Preparation Product Categories Reasons of Purchasing

to Purchase (TOP 10) During the Campaign

I'll put some items 67% Fashion & sportswear 67% Want to get the lowest price 77%
in the shopping cart
Daily needs 45% Want to get free shipping 62%
I will compare prices on 47%
various e-commerce Body care 41% Not an emergency need 22%
platforms
Cosmetics 40% Want to enliven the promo 14%
I will make a shopping list 40% campaign
before the date Food and beverages 29%
Want to buy in bulk 14%
I will record the normal price 31% Technology and gadgets 27%
for the product I want to buy
Electronic products 23%
I will set a reminder 25%
Fresh groceries 11%
I will follow the seller's 21%
account that I have targeted Book and stationery 10%

Medicines 9%

Q11. What are your preparations for welcoming the 2023 promo campaigns that usually happen on twin dates? (Select all that apply) | Q12. What products will you buy during the 2023 promo campaigns that
usually happen on twin dates? (Select all that apply) | Q13. Why are you waiting for a promo campaign to buy this product? (Select all that apply) 13
 N total = 1,086

Shopping Behavior
During Promotion Week Most Awaited Online
Shopping Platform
3 out of 4 will prepare less than 500K during the promo
campaign. Almost everyone will spend it on
E-commerce 99%
e-commerce, followed by social commerce, with Shopee
and TikTok Shop as the leading platforms during this 85%
period. Meanwhile, e-wallet will be the most common 51%
payment method, followed by cash on delivery.
25%

12%

Social Commerce 84%

Budget Prepared Preferred Payment
Method 57%

26%
< IDR 250,000 44% E-wallet 48% 22%

IDR 250,000 - IDR 500,000 32% Cash on delivery 20% 15%

IDR 500,001 - IDR 750,000 8% Bank transfer 16%

Online Travel Apps 75%
IDR 750,001 - IDR 1,000,000 10% Digital banking 8%
59%
> IDR 1,000,000 6% Paylater 4% 31%

Credit card 2% 7%

7%
Payment via Indomaret, etc. 2%

Q14. How much of the total budget have you allocated to spend during the promo campaigns? (Choose one answer) | Q15. What payment method will you use during the promo campaigns?
(Choose one answer) | Q15.2. From the list of online shopping platforms below, which platforms do you monitor and look forward to during promo campaigns? (Select all that apply) 14
 N total = 1,086

Voucher Promo Behavior

Half ever purchased promo vouchers from online platform to
enjoy a discount. Most of them choose to redeem the vouchers at
restaurant, hotel, and cinema.

Ever Purchased Place to Redeem Reasons to Purchase

Promo Vouchers N = 564 N = 564

Restaurant 34% Get a discount 79%

48% Hotel 29% Want to try 38%

Cinema 21% Already accustomed to 22%

buying promo vouchers
Tourist attraction 18%
52% Beauty Clinic 10%
As a gift for others 14%

Asked by family/ 7%
Karaoke 8% close friends
Yes
Spa 7%
No
Salon 6%

Minimarket 1%

Others 34%

Q16. Have you ever bought promo vouchers from an online platform? (Choose one answer) | Q17. Where did you redeem the promo vouchers? (Select all that apply)
Q17. Why did you buy the promo vouchers? (Select all that apply) 15
 Purchase Plan During
Recession

February 2023
Newsletter
16
 N total = 1,086

Shopping Plan During Recession

Most people will prioritize purchasing essentials only, especially among the lower segment.
The interesting part is that citizens outside Java and Sumatra not only claim they will
prioritize purchasing essential goods but also think there will not be much change.

Java Sumatra Other 18-25 26-35 36-45 46-55 Upper Middle Lower

Total
Islands

798 176 112 541 545 507 357 183 39 381 439 266

I will buy the essentials only 43% 42% 45% 46% 40% 46% 42% 45% 42% 44% 42% 40% 48%

I will look for cheaper stuff with the same brand 22% 23% 24% 14% 22% 23% 24% 21% 19% 21% 24% 23% 19%

No changes 20% 20% 16% 27% 23% 18% 19% 20% 26% 23% 23% 19% 20%

I will look for something cheaper with another brand 12% 12% 11% 13% 12% 12% 14% 11% 9% 13% 9% 15% 12%

I will stockpile before the recession starts 2% 1% 3% 0% 2% 1% 2% 1% 2% 0% 2% 2% 1%

I will use installments more 1% 1% 0% 1% 2% 0% 0% 1% 2% 0% 1% 1% 0%

P1. How will the recession issue in 2023 affect your shopping behavior? (Choose one answer)
17
 N total = 1,086

Product Category
People will prioritize basic needs during the recession and less prioritize investment
products and electronics because those products are not urgent needs.

Product Categories to Product Categories Reasons of Holding

Purchase (TOP 10) to be On-Hold (TOP 10) the Purchase
N = 672

Daily needs 62% Fashion & sportswear 24%

Not a primary need 64%
Food and beverages 50% Electronic products 9%
They are not urgent 53%
Body care 31% Technology and gadgets 8%
Old stuffs can still be used 47%

Fashion & sportswear 29% Cosmetics 8% They cost a fortune 19%

Fresh groceries 25% Plane/train/bus tickets 6%

Medicines 22% Accomodation 5%

Cosmetics 20% Body care 5%

Book and stationery 9% Automotive spare parts 4%

Mutual funds 8% Food and beverages 4%

Electronic products 7% Book and stationery 3%

None 38%

P2. What types of products will you keep purchasing during a recession? (Select all that apply) | P3. What types of products will you postpone purchasing during a recession? (Select all that apply) |
P4. In general, why are you planning to postpone purchasing the products? (Select all that apply) 18
 N total = 1,086

Product Categories to Purchase

During Recession
Millennials and upper SES show more products they will keep buying during the recession. On
the other hand, Gen-Z and lower segments have lesser products they want to purchase.

Java Sumatra Other 18-25 26-35 36-45 46-55 Upper Middle Lower

Category to Purchase
Islands

798 176 112 541 545 507 357 183 39 381 439 266

Daily needs 69% 64% 52% 60% 63% 60% 53% 66% 73% 79% 69% 60% 53%

Food and beverages 50% 51% 39% 54% 45% 54% 44% 52% 57% 62% 59% 47% 40%

Body care 31% 33% 23% 25% 24% 38% 32% 31% 27% 31% 37% 29% 25%

Fashion & sportswear 29% 30% 25% 28% 30% 27% 26% 30% 31% 36% 31% 28% 26%

Fresh groceries 25% 27% 15% 26% 23% 26% 16% 30% 37% 33% 33% 23% 15%

Medicines 22% 23% 18% 20% 23% 21% 14% 25% 34% 36% 30% 20% 12%

Cosmetics 20% 21% 18% 20% 8% 32% 22% 19% 16% 21% 24% 18% 17%

Book and stationery 9% 9% 6% 8% 9% 8% 7% 7% 15% 15% 11% 9% 6%

Mutual funds 8% 8% 7% 4% 10% 5% 6% 9% 10% 8% 10% 8% 4%

Electronic products 7% 8% 5% 4% 11% 3% 5% 8% 9% 5% 9% 8% 3%

Average products 2.94 3.12 2.31 2.70 2.99 2.89 2.48 3.18 3.64 3.54 3.65 2.83 2.12

P2. What types of products will you keep purchasing during a recession? (Select all that apply)
19
 N total = 1,086

Product Categories to be On-Hold

During Recession
Gen-Z plans to keep shopping as usual during the recession. So does the lower segment,
whose number of products purchased is already minimum.

Java Sumatra Other 18-25 26-35 36-45 46-55 Upper Middle Lower

Category to On-Hold
Islands

798 176 112 541 545 507 357 183 39 381 439 266

Fashion & sportswear 24% 23% 28% 24% 21% 26% 19% 29% 27% 21% 31% 23% 15%

Electronic products 9% 11% 5% 5% 12% 7% 5% 12% 19% 8% 13% 10% 4%

Technology and gadgets 8% 9% 3% 10% 10% 7% 5% 10% 11% 13% 9% 9% 6%

Cosmetics 8% 8% 9% 13% 2% 14% 10% 6% 6% 8% 7% 10% 7%

Plane/train/bus tickets 6% 6% 6% 4% 6% 6% 6% 5% 5% 8% 8% 5% 4%

Accommodation 5% 6% 2% 5% 6% 5% 4% 6% 7% 8% 8% 5% 2%

Body care 5% 4% 7% 4% 4% 6% 4% 4% 7% 10% 5% 6% 3%

Automotive spare parts 4% 4% 6% 5% 6% 2% 2% 6% 7% 3% 5% 4% 3%

Food and beverages 4% 4% 3% 4% 4% 4% 5% 4% 2% 3% 2% 5% 5%

Book and stationery 3% 3% 4% 4% 2% 4% 3% 3% 3% 3% 3% 3% 3%

None 38% 37% 40% 43% 40% 36% 44% 33% 33% 33% 30% 38% 50%

P3. What types of products will you postpone purchasing during a recession? (Select all that apply)
20
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