Survey Methodology

Top Brand survey is a national-scale independent survey conducted by Frontier Consulting Group. In 2017, Top Brand survey was conducted in April – May 2017 simultaneously in 15 cities, namely Jabodetabek, Bandung, Semarang, Yogyakarta, Surabaya, Malang, Medan, Palembang, Makassar, Pekanbaru, Palembang, Denpasar, Balikpapan, Banjarmasin, Samarinda, and Manado. This survey involved 12,000 respondents consisting of 8,000 random samples, 1,800 random retail samples, and 2,200 booster samples.

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

The target respondents in this survey are males or females, 15 – 65 years of age, with SES or average monthly family expenditure groups from SES D (average spending of Rp. 1,200,001 – Rp. 1,800,000 per month) to SES A (average spending of more than Rp. 4,800,000 per month). The random retail target samples are respondents who come from SES B or above. Meanwhile, the booster target samples are respondents who come from SES A. These samples are included to increase the incidence rate of premium products.

This Top Brand Index Survey Phase 2 2017 involved around 250 product categories, such as food and beverage, pharmaceutical, personal accessories, personal care, sports equipment, stationery, electronics, home appliances, home supplies, automotive, building materials, property, agriculture and plantation, retail, and other categories.

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.