chinese new year behaviour voluntary report in indonesia 2016 201… · q11. what food do you...
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Chinese New Year Behaviour
Voluntary Report
in Indonesia 2016
February 2016
Table of content
2
A. Research Design
B. Background
C. Summary
D. Detail Findings
E. Respondents Profile
3
Research Method Nusaresearch Panel - Online research
Fieldwork Period January 2016 - February 2016
Research Area Nationwide – Indonesia
Respondent
CriteriaMale / Female, 17 years old and above. Celebrate Chinese New Year
Sample Size 900 samples
Number of
Questions6 Screening Questions, 13 Main Questions
Survey Content
Chinese New Year Importance, Chinese Budget, Budget Adjustment, Celebrating Companion, Channel
to Buy, Reason to Choose Chanel, Usual Activities at Chinese New Year, Shio, Myth, Favorite Food,
Red Packet Budget and Frequency
A. Research design
4
B. Background
According to tales and legends, the beginning of Chinese New Year started with the fight
against a mythical beast called the “year”. The “year” looks like an Ox with a lion head and
inhabits in the sea. At the night of New Year’s Eve, the “year” will come out to harm people,
animals and properties. Later, people found that the “year” fears the color red, fire and loud
sounds. Therefore, for self-protection, people formed the habits of posting red Dui Lian in front
of their house as well as launching fireworks, and hanging lantern at year end.
Chinese people love the color red, and regard red as the symbol of energy, happiness and
good luck. Sending red packet is a channel of sending good wishes and luck. Actually, the
significance of red packets is the red paper, not the money inside. Wrapping money in the red
packets is hoped to bring happiness and blessings to the receivers.
5
C. Summary
76.1% Indonesian people who celebrate Chinese New Year feel that the event is important
for them
67.2% Respondents need to increase their budget to celebrate this year Chinese New Year
and from those who increase their budget 40% are because the price of product are
increasing
Preferred place to buy Chinese New Year necessities are Supermarket with score 66.6%
91.2% Indonesian believe myth about Chinese New Year, such as do not do any cleaning
job during the Chinese New Year, wear red to brings good fortune, gives red envelope to
younger generation, etc
From the survey we found that 6.0% those who celebrate Chinese New Year in Indonesia
did not have tradition to share red envelope or Angpao.
Opinion About Lunar Year
10
Q1. In your opinion, do you think that Chinese New Year are important to you? [SA] N=900
Majority of those who celebrate Chinese New Year in Indonesia think that the event are very important for them, account 76.1%
respectively. Otherwise those who thinks that Chinese New Year are not important scored less than 1% and 23.0% respondent feel that the
event either important or not important
(Unit: %)
D. Detail findings
30.1% 46.0% 23.0% 0.7%0.2%
Percentage
Very Important 30.1%
Important 46.0%
Neutral 23.0%
Not Important 0.7%
Very Not Important 0.2%
Very Important Important Neutral Not Important Very Not Important
Budget Spend to Celebrate Lunar Year Necessities
10
Q2. Please tell us how much budget that you prepare to but necessities celebrate Chinese New Year? [SA] N=900
According to the survey, majority budget spend by respondents to celebrate Chinese New Year is around Rp.500.001 – Rp.1.000.000 with
score 24.8% and Rp.1.000.001 – Rp.2.000.000 with score 22.0%. As those who spend more than Rp.2.000.001 accounted 25.0%.
(Unit: %)
Less thanRp.250.000
Rp.250.001 -Rp.500.000
Rp.500.001 -Rp.1.000.000
Rp.1.000.001 -Rp.2.000.000
Rp.2.000.001 -Rp.4.000.000
More thanRp.4.000.001
Series1 13.4% 14.8% 24.8% 22.0% 16.1% 8.9%
13.4%14.8%
24.8%
22.0%
16.1%
8.9%
Budget Spend to Celebrate Lunar Year Necessities
10
Q4. Please tell us do you have any increase or decrease budget to celebrate this year Chinses New Year compating to previous year? Please mention your reason [SA] N=900
67.2% Respondents need to increase their budget to celebrate this year Chinese New Year, Although only 5.8% respondents that decide to
decrease their budget for this year Chinese New Year.
(Unit: %)
67.2%
27.0%
5.8%
Increase Budget
No Significant Adjustment
Decrease Budget
40.0%
21.1%
10.5%
9.8%
3.8%
Miscellaneous needs
Want to give more for angpaobudget
Increase of needs to buynecessities
More children in the family
Increase of product price
n = 612 (those who answer increase budget
Where and Reason Select Channel to Buy Lunar Year
Necessities
10
Q5. Where do you usually but any necessities for Chinese New Year? [MA] N=900
Q6. From the following attributes, could you please rank which is why you choose those channel to but necessities for Chinese New Year? [Ranking)
Eventhough Online market are emerging fast in Indonesia, Indonesia people tend but necessities at Supermarket with score 66.6% and
online shop only record 20.3%. As both channel are preferred because of the affordable price with score more 58.9% for Supermarket user
and 74.3% for Online shop channel.
(Unit: %)
66.6%
48.6%
47.9%
24.9%
21.7%
20.3%
10.1%
1.7%
Supermarket
Market
Hypermarket
Mini market
Restaurant
Online
Delivery Service
Others
58.9%18.9%
8.8%
4.7%3.2% Affordable Price
Product Quality
Strategic Location
Product Variation
Promotion
74.3%
10.9%
4.9%2.7%
2.2%Affordable Price
Product Quality
Strategic Location
Promotion
Open Hour
n= 599 (Supermarket)
n= 183 (Online)
With Whom Celebrate Lunar Year
10
Q7. With whom do you usually celebrate Chinese New Year? [MA] N=900
Not everyone in Indonesia celebrate Chinese New Year with entire extended family (68.5%). Respondent who celebrate with core family
scored 45.6%, and those who celebrate Alone account score 4.3%.
(Unit: %)
The entireextended family
Core family(father, mother,brother, sister)
FriendsHusband/wife,
boyfriend/girlfriend
Alone Others
Percentage 68.5% 45.6% 33.0% 31.9% 4.3% 1.4%
68.5%
45.6%
33.0%31.9%
4.3%1.4%
Usual Activities When Celebrating Lunar Year
10
Q8.What activities you usually do when celebrating Chinese New Year? [MA] N=900
Most common activities for Indonesian people when celebrating lunar year are Gathering in relatives house with all extended families
(55.6%), visiting relatives from one house to another house also dominating with score 55.5%. Other activities than family gathering are
watch barongsai and sharing red envelope with score 50.9% and 48.2% respectively.
(Unit: %)
55.6%
55.5%
50.9%
48.2%
39.7%
29.6%
21.9%
18.7%
16.6%
9.1%
8.6%
1.2%
Gathering in relatives house with all extended families
Visiting relatives from one house to another house
Watch Barongsai
Sharing red envelope / Angpao
Eat at the restaurant with whole families
All families gathering in my house
I celebrate Chinese New Year but did not do anything special
Praying at temple
Praying
Praying at relatives
Playing cards
Others
Myth About Lunar Year
10
Q10.What myth about Chinese New Year do you know? [MA] N=900
From the survey we can see that only
8.8% respondents that don’t believe about
Chinese New Year myth.
Elsewhere Do not do any cleaning job
account 52.6% myth that people most trust
Do not speak about death and ghost, and
wear anything red rank in the second and
third place with score 48.7% and 41.9%
respectively.
Only 6.3% people believe do not wake up
people who are in sleep.
(Unit: %)
52.6%
48.7%
41.9%
39.1%
26.8%
23.9%
21.2%
21.0%
19.3%
17.9%
16.6%
10.6%
9.8%
8.8%
8.7%
8.1%
7.6%
7.2%
6.9%
6.8%
6.3%
Do not do any cleaning job
Do not speak about death or ghost
Wear anything red would bring good fortune
Give red packet/angpao as an example to encourage
Pay and settle debt
Open door and window for new refreshment
Do not angry or cry
Sharing sweet foods for fortune
Do not wear anything black
Do not wash hair, but recommend to cut hair instead
Do not play with knives and scissor
Avoid using bad language
Don’t buy books
I don’t believe about lunar year myth
Girls who just married are not allowed to visit his…
Hearing bird sound is good fortune
Do not mourn
Don’t buy new shoes
Do not eat porridge
Hanging around in the bedroom is forbiden
Do not wake up people who are in sleep
Favorite Food to Celebrate Lunar Year
10
Q11. What food do you usually eat when Chinese New Year as an tradition? [SA] N=900
Nian gao / Kue keranjang. Is the most
popular food in Chinese New Year with score
67.6%
Second place most favourite food are
oranges! 58.7% because they believe eating
and displaying orange could bring good luck
and fortune.
Third place are Siu Mie / Mie Panjang with
score 53.2%. It symbolizes longevity of life,
the longer the noodle would represent longer
life.
(Unit: %)
67.6%
58.7%
53.2%
34.7%
32.9%
25.0%
24.3%
23.0%
21.8%
21.2%
20.9%
19.3%
16.7%
15.8%
12.2%
12.0%
11.2%
9.9%
8.1%
1.9%
1.1%
Nian Gao
Orange
Siu Mie / Mie Panjang
Indonesian - Dutch Layer Cake
Chicken
Chinese New Year Candy Box
Pork
Kuaci / Sun seeds
Dumplings
Fish
Duck
Tea with egg
Jelly
Jiaozi / Kuo Tie
Lobak (Cai Tou)
Yusheng
Banana
Tang Yuan
Kolak
There is no specific food
Others
Red Packet Envelope Tradition Behaviour
10
Q12. Please tell us do you still entitled to receive Red Envelope or do you already give Red Envelope to your relatives? [SA] N=900
In the lunar year, Chinese have a unique tradition to give red envelope / Ang pao to the family member. Those who allowed to give red
envelope are those who already married and have steady income. And those who still entitled to receive red envelope are those who are
still young and not yet marry. Although there is 6.0% from respondents who don’t have tradition to switch red envelope. At the other slide
we would present current Indonesian behavior toward red envelope tradition.
(Unit: %)
40.3%
53.7%
6.0%
Im still entitled to receive RedEnvelope (Ang pao)
I already give Red Envelope(Ang pao)
We don’t have tradition to give / receive Red Envelope (Ang pao)
Red Packet Envelope People Behaviour - Giver
10
26.9% respondent prepare 9 – 10 Angpao to give to their relatives, and usually the budget prepared is very varied. 14.7% prepare more
than Rp.1.000.001 for Angpao but on the other side 14.5% respondents prepare Rp.50.001 – Rp.100.000 for Angpao
(Unit: %)
1.2%
3.3%
9.9%
12.0%
6.8%
26.9%
3.7%
3.7%
7.5%
1.4%
9.5%
13.9%
I don’t prepare Angpao for this year
1 - 2 Angpao
3 - 4 Angpao
5 - 6 Angpao
7 - 8 Angpao
9 - 10 Angpao
11 - 12 Angpao
13 - 14 Angpao
15 - 16 Angpao
17 - 18 Angpao
19 - 20 Angpao
More than 21 Angpao
1.2%
8.1%
14.5%
9.7%
6.2%
9.9%
6.8%
12.6%
6.0%
10.1%
14.7%
I don’t prepare Angpao for this year
Less than Rp.50.000
Rp.50.001 - Rp.100.000
Rp.100.001 - Rp.150.000
Rp.150.001 - Rp.200.000
Rp.200.001 - Rp.300.000
Rp.300.001 - Rp.400.000
Rp.400.001 - Rp.500.000
Rp.500.001 - Rp.700.000
Rp.700.001 - Rp.1.000.000
More than Rp.1.000.001
Q131.At the question before you said that you already give Red Envelope, could you tell us how much Red Envelope do you prepare? And how much money do you usually prepare
for Red Envelope [SA Category] N=483
Red Packet Envelope People Behaviour - Receiver
10
To those who entitled to received Angpao, 21.5% get 5 – 6 Angpao each year, and 41% received 1 – 4 Angpao from their relatives. As for
the money they received is once again varied 17.4% receive Rp.50.001 – Rp.100.000 and 15.4% received more than Rp.1.000.001.
(Unit: %)
.3%
19.8%
21.2%
21.5%
8.8%
8.8%
4.7%
2.8%
2.2%
1.7%
4.1%
4.1%
I don’t receive Angpao this year
1 - 2 Angpao
3 - 4 Angpao
5 - 6 Angpao
7 - 8 Angpao
9 - 10 Angpao
11 - 12 Angpao
13 - 14 Angpao
15 - 16 Angpao
17 - 18 Angpao
19 - 20 Angpao
More than 21 Angpao
.3%
4.4%
17.4%
10.5%
10.2%
10.5%
6.6%
8.8%
6.6%
9.4%
15.4%
I don’t receive Angpao this year
Less than Rp.50.000
Rp.50.001 - Rp.100.000
Rp.100.001 - Rp.150.000
Rp.150.001 - Rp.200.000
Rp.200.001 - Rp.300.000
Rp.300.001 - Rp.400.000
Rp.400.001 - Rp.500.000
Rp.500.001 - Rp.700.000
Rp.700.001 - Rp.1.000.000
More than Rp.1.000.001
Q13b.At the question before you said that you still entitled to receive Red Envelope, could you tell us how much Red Envelope do you receive? And how much money do you usually
get from Red Packet [Matrix SA] N=363
10
(Unit: %)
n= 900
E. Respondents Profile
50.0%50.0%
Gender
Male Female
11.7%
21.1%
22.6%
18.4%
10.8%
8.0%
4.6%
2.9%
17 - 20 years old
21 - 25 years old
26 - 30 years old
31 - 35 years old
36 - 40 years old
41 - 45 years old
46 - 50 years old
Over 51 years old
Age Group
1.6%4.8%
13.0%15.4%
31.6%
19.4%
9.2%
5.0%
Less thanRp.900.000
Rp. 900.001 – 1.250.000
Rp. 1.250.001 –1.750.000
Rp. 1.750.001 –2.500.000
Rp. 2.500.001 –4.000.000
Rp. 4.000.001 –6.000.000
Rp. 6.000.001 –10.000.000
Over thanRp.
10.000.001
Monthly Household Expenditure
Based on Nusaresearch Online Panel, we select 900 respondents
that qualified to participate on this survey, which is Male/Female ,
age over 17 years old and celebrate Chinese new year.
Chinese Zodiac
10
Q9.Please tell us, what is your Chinese Zodiac? [SA] N=900
Chinese zodiac fortune in Monkey Year 2016
(Unit: %)
Your people relationship is pretty good. Everything will come in your way. The result will be very satisfactory to you
As long as you would stand out to prove your ability, the opportunity can bring you to anywhere, just like wind.
It’s a good sign of endorsement, joyfulness, trouble free and prosperity
Monkey year will bring a good fortune opportunity. Don’t miss the opportunity in the year of monkey
Monkey brings good fortune to you. Fame and wealth are coming to you. Don’t miss this opportunity
As long as you want to work harder for the coming opportunity, the fame and fortune will come to you
Keep persistence in benevolence, etiquette and righteousness, the good luck will stay with you
The unexpected pressure is out there. When you are in your joyous moment, you need to watch your words and behaviors not offending or displease someone
Bringing better fortune is required more social or outdoor activities. Pay attention not hurting arms, legs and bones.
The good fortune sign is coming. You will excited. You have good energy and will be eager for actions. But you need to look well before each leap
Your fortune won’t be the same as before. You need to learn new professional skills to increase career opportunity
Monkey will keep you busy. Therefore, you need to rest regularly to avoid overwork and exhaustion.
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