The FINANCIAL — Economic growth in most Southeast Asian economies, including Indonesia, has slowed recently owing to a number of factors. But in the medium and long term, Indonesia remains highly attractive to companies operating in emerging markets, for one principal reason: increasing affluence and urbanization are leading to an upwardly mobile base of consumers. To capture this opportunity in a volatile economy, companies need a detailed understanding of the brand preferences, shopping behaviors, and purchasing decisions of Indonesian consumers across demographic segments. A series of research reports being released on December 4 by The Boston Consulting Group (BCG) provides in-depth findings that can guide companies in three industries: consumer durables, fast-moving consumer goods (FMCGs), and financial services.
cations summarize the findings of an extensive quantitative and qualitative survey of more than 3,000 consumers across all socioeconomic groups in 19 locations throughout Indonesia. A central element of all three reports is identifying the key demographic groups within the country—including “young professionals” and “modern housewives”—which each have unique habits, preferences, and needs.
“Companies need a targeted approach that understands each group in order to apply the right points of influence for their brands,” said Edwin Utama, a BCG partner and a coauthor of the reports. “Those that try to apply a one-size-fits-all approach will struggle.”
Vaishali Rastogi, a senior partner at BCG and another coauthor, added, “Indonesia’s economic expansion has clearly hit some turbulence lately. Despite these bumps, Indonesia is still a growth story, with a consumer base that is growing larger and more economically empowered each year. But growth will not be straightforward for companies. That makes it even more important to use a targeted approach and to rely on deep insights into the behavior of shoppers in key demographic segments.”
Critical Insights in Three High-Growth Industries
Key insights of BCG’s research for durable goods manufacturers include the following:
Durable goods are a rising priority of Indonesian consumers, who increasingly buy such products on credit (a 50 percent increase over the past two years).
First-time buyers are crucial. As living standards in the country rise, these consumers will represent two-thirds of the total sales volume of durables goods by 2017. Winning over these potential new customers is critical for manufacturers.
Young professionals and modern housewives represent 10 percent of Indonesia’s consumer base. In addition to buying products, these individuals strongly influence the purchasing decisions of their friends and family members.
Key insights for FMCG manufacturers, in categories such as food, beverages, personal care, and household products, include the following:
Consumers buy multiple brands within a well-defined repertoire of options. Companies that cannot break into the consideration set for a given category will fail.
Consumers are increasingly omnichannel, buying products within a given product category at different store formats.
Digital is increasingly influencing purchasing decisions, particularly for categories in which consumers like to compare products.
Middle-class and affluent consumers (MACs) are more willing to upgrade to “affordable premium” products, including small indulgences.
For financial services companies, key insights include the following:
Lower-income consumers need to be persuaded that banks are worth their time. Because these consumers tend to choose on the basis of a bank’s overall image rather its strength in any particular offering, banks need to focus on their brand image, as well as on providing convenient, secure, and simple products, all in the right locations.
MACs will need more advanced financial services. Financial service companies must get better at targeting MACs at key transitions in their professional and personal lives, which are prime opportunities to cross-sell new offerings.
Digital banking is still gathering momentum. Among MACs, 29 percent use digital banking services. However, usage among all groups is likely to increase quickly as digital technology becomes more prevalent in the country.
While emerging markets in Southeast Asia have hit some bumps, Indonesia is still a growth story, with a consumer base that is growing larger and more economically empowered each year. As BCG’s research shows, companies that identify the right demographic segments, understand the shopping habits of those consumers at a deep level, and design targeted interventions to win them over along the path to purchase will set themselves up to capitalize.
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