Let's Clean Up the House: Home Care Product Consumption Pattern - Survey Report

Home sweet home, there is nothing better than feeling home. After a long day of working and doing our outside activities, being at home with our loved one is the most soothing feeling. However, this feeling may not be completely relaxing if we get home and find the house is in mess. Therefore, it is important to keep our house tidy, clean, and homey by regularly taking care of it. Understanding the need to do home cleaning, we explore the consumption pattern of our panel on using home care products.

We send the survey to 1.755 respondents in nationwide that consist of 42% male and 58% female respondent. All respondents in this survey are those who buy home care products, with the age range from 16 to the older than 45 year old. We proportionally sample our respondent with considering their geographical location.

Notable highlight of this survey is that the frequency of buying home care product is averagely low. Most respondents in this survey is buying home care product in no more than twice a month. Most purchase is done by the decision of the respondent themselves. However, for most male respondents in this survey, the role of mother and their wife is quite significant as the decision maker of the home care brand they will buy.

Through all kind of home care product, we ask our respondent in this survey to pick any product that they regularly buy to do home cleaning. In this question, respondents are allowed to choose more than one answer as they may use multiple home care products. Furthermore, we will detail examine every chosen home care product by exploring the buying frequency, decision maker, most frequently purchased product, and reason of choosing the preferred product.

First of all, we explore the consumption pattern of porcelain/toilet cleaner among 911 respondents in this survey. As previously mentioned, the frequency of buying porcelain/toilet cleaner is relatively low. The decision maker on purchasing porcelain/toilet cleaner is dominated by the respondent themselves, followed by the wife and mother.

The competition in porcelain/toilet cleaner brand is pretty competitive. Harpic, Vixal, Wipol, and Porstex become four top mentioned brands, with only few percentage differences among them. Product quality becomes the main reason of 911 respondents in this survey on choosing their preferred porcelain/toilet cleaner brand.

Mopping the floor cannot be done without the presence of floor cleaner. Quite similar with the porcelain/toilet cleaner, the frequency of buying floor cleaner is relatively low. Most respondents in this survey buy floor cleaner only once a month and most of the purchases was made by the respondent themselves.

Three brands were mentioned by respondent in this survey as the most frequently purchased floor cleaner brand. SoKlin Lantai, Super Pel, and Wipol are considered as the top three brands among respondent in this survey. However, unlike the reason of choosing toilet cleaner that mostly based on the product quality; most respondents in this survey tend to choose their preferred floor cleaner brand based on the product fragrance.

Another corner of the house that plays an important role is the kitchen. Today, there are numbers of kitchen cleaner brand that help us doing home cleaning. In general, there is not any significant difference regarding the buying frequency and decision maker among any home care product.

From 467 respondents in this survey who buy kitchen cleaner, we ask them to mention their most frequently purchased kitchen cleaner brand. Based on the data result of this survey, Mr. Muscle, Cif, and Sunlight becomes the top three most mentioned brands. Furthermore, product quality becomes the reason on choosing any kitchen cleaner product they own.

Dish soap becomes the next home care product we explore. Unlike the previous home care product, most respondents in this survey tend to buy dish soap at least once a month or more. Apparently, since the dish soap is a home care product that regularly use every day, thus the consumption rate of dish soap is quite high.

The dish soap brand, Sunlight dominates market as it is mentioned by 76% respondent in this survey. The domination of Sunlight is highly significant as only 17% respondent in this survey mention Mama Lemon and other dish soap brand as their preferred product. At last, product quality becomes the main reason of respondent preference toward dish soap.

The last home card product we would like to explore is the hand soap. Besides body wash and dish soap, another essential we provide in our toilet is hand soap. Quite similar with other home care product category in this survey, most respondents buy hand soap only once a month.

The fierce competition of hand soap market is shown by the few percentage difference among hand soap brands, as mentioned by most respondents in this survey. Dettol and Lifebuoy become the top two most mentioned hand soap brands compared to others. Moreover, respondent reason on choosing their preferred hand soap brand is mostly based on the product quality and fragrance.

For more detail you can download XLS report at the button below (Bahasa Indonesia). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.