CONSUMER DECISION SURVEY (INTERVIEW)

45 Minutes Interview regarding an Ordinary product priced less than Rp15000

Daily needs product

Consumes twice a day, buy it monthly from Lotte Mart or Carrefour
Used by all family members
ever tried other brand, but not satisfied.

Dependency relationship (product is daily need for most all people, including
this consumer)
Nothing gone wrong, easy to find product at any supermarkets & stores
Positive surprises: affordable price and good taste
Satisfied with the product

Reason of Choosing the Product

Used since conflict between Palestine-Israel heats up and continued rise (2014)
Support Palestine by little action including boycott Unilever product (Unilever known as one of American product that support
Israel)
Change product from Unilever (she usually used previously) to other product that has same quality and taste.
Affordable Price and Easy to find.

CUSTOMER-PRODUCT
RELATIONSHIP

Woman, 25 years old

Married, 2 childrens
Working in NGO (Non Government Organization)

CONSUMPTION EXPERIENCE

PROFILE

Name of Product
CIPTADENT TOOTHPASTE
Price Range: Rp. 4000- Rp. 7000
Other toothpaste has less foam and consumer do not like the taste
Consumer is not really attached to the brand
If I found toothpaste with different brand, it has similar taste and price to Ciptadent, easy to find in any supermarkets, it has
same or above Ciptadents quality, it does not matter to me to change Ciptadent into that toothpaste