TOP BRAND SURVEY

Top Brand Survey 2013 Phase 2 took place in May – June 2013, and it was run simultaneously in 8 major cities, namely: Jakarta, Bandung, Semarang, Surabaya, Medan, Makassar, Pekanbaru and Balikpapan. This survey involved 5200 respondents in total, consisting of 3250 random samples, 1100 random retail samples, and 800 booster samples.

The sampling method used for random samples and random retail samples is multistage area random sampling. Meanwhile, booster samples are picked using purposive sampling method. The interview was done using face-to-face personal interview method, by using structured questionnaire specifically developed for Top Brand Index survey.

The respondents targeted by this survey are male or female aged between 15 – 65 years old. The SES or respondents’ average monthly family expenditure class is between SES D (average expenditure of more than Rp. 750,000 per month) and SES A (average expenditure of more than Rp. 3.5 million per month). Random retail sample targets are respondents from SES B and above. Booster sample targets are respondents from SES A. This sample is added in order to increase the incidence rate of premium products.

This Top Brand Index Phase 2 2013 survey included approximately 180 product categories, consisting of electronics, automotive component, personal equipment, food and beverage, pharmaceutical, home appliance, office appliance, and retail categories.

Top Brand Index is measured by using 3 parameters, namely:

  • Top of mind awareness (the first brand mentioned by respondents when the product category is mentioned).
  • Last used (the last brand used/consumed by respondents in 1 re-purchase cycle).
  • Future intention (the brand respondents intend to use/consume in the future).

The score of each parameter for a brand in a certain product category is determined by calculating the brand’s frequency percentage relative to the frequency of all brands.

The TBI subsequently is determined by calculating the weighted average of each parameter.

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The Top Brand Award is given to brands in a certain product category if they meet 2 criteria, namely:
1. Having a Top Brand Index of minimum 10%, and
2. According to survey result are in the top three in their corresponding product category.

These two criteria must be met by a brand in order to be eligible for the Top Brand title. With these 2 criteria, it is possible that in 1 product category more than one brand (maximum 3 brands) are given the Top Brand title.