boi labs shampoo & shoes brands

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


months

97%

63%

48%

Adidas

99%

40%

21%

Nike

92%

58%

31%

Nike

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


months

Awareness

Consideration


months

75%

22%

14%

Wakai

39%

11%

5%

Wakai



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

boi labs shampoo & shoes brands

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