Survey Methodology


Top Brand survey Phase 1 2016 consists of two panels. The first panel is B2C respondents and the second panel is B2B respondents.

Top Brand survey for B2Crespondentsinvolved 9900 random samples and 2500 booster samples. This survey was done in 15 (fifteen) cities, namely Jabodetabek, Bandung, Semarang, Jogjakarta, Malang, Surabaya, Medan, Makassar, Pekanbaru, Balikpapan, Banjarmasin, Palembang, Samarinda, Denpasar and Manado. Meanwhile, Top Brand survey for B2B respondentsinvolved 1600 companies located in Jabodetabek, Bandung, Surabaya and Medan.

The B2Crespondent criteriafor random samples are male or female, 15 - 65 years old, SES or monthly family spending categories from SES D (average spending of more than Rp. 1,200,000 per month) to SES A (average spending of more than Rp. 4.8 million per month). Meanwhile, the B2C respondent criteria for booster samples are SES A. These samples are used to increase the incidence rate of premium products.

The sampling method for B2C random samples is multistage random sampling whereas the method for B2C booster samples is purposive sampling. The survey was done through face-to-face personal interview by using structured questionnaire. The sampling method for B2B is stratified random sampling, by using business line as a database. The B2B respondents interviewed are those who are in charge of product purchasing in their respective companies, having Academy/Diploma education, and whose company has more than 50 employees.

Top Brand Index (TBI) is measured using 3 parameters, namely:

  • Top of Mind awareness (based on brands first mentioned by respondents when they heard the product category).
  • Last Used (based on brands last used/consumed by respondents in one re-purchase cycle).
  • Future Intention (based on brands that respondents intend to use/consume in the future).

The value of each parameter for a brand in a particular product category is determined by calculating the frequency percentage of that brand relative to the frequency of all brands.

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

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Top Brand Award is presented to brands in a certain product category that meet two criteria, namely:

  1. Brands with Top Brand Index of minimum 10%, and
  2. Brands that occupy the top three position in their product category.

These two criteria must be met by a brand in order to be eligible for the”Top Brand” title. Therefore, it is possible that in a product category there are more than one brand (maxmum three brands) win the Top Brand award.