Consumer study : what do Swiss SMEs need to know about the Indonesian vitamin market to maximize their export opportunities for vitamin supplements ?
SONAR|HES-SO
- Robles, Czarina Nale
- Depetris-Chauvin, Nicolas (Degree supervisor)
- Genève : Haute école de gestion de Genève
105 p.
Bachelor of Science HES in International Business Management
English
This research study aimed to determine the underlying factors influencing the growing consumer demand for vitamin supplements in Indonesia with recommendations on what Swiss SMEs need to know in order to maximize their future opportunities in exporting their vitamin supplements in Indonesia.
To better understand Indonesia’s vitamin supplement market, quantitative and qualitative research techniques are applied. Research participants are asked about their perceptions and expectations of products made in Switzerland as well as their vitamin consumption behaviours. This leads to identifying the characteristics of both non-vitamin users and vitamin users. The consumer analysis indicates that demographic characteristics such as gender, age, region of residence and educational attainment do not influence Indonesians' decision to consume vitamin supplements. Moreover, vitamin consumption is a personal preference based on an individual's knowledge about their diet, needs and lifestyle. Therefore, the results reveal that the growing consumption of vitamin supplements in Indonesia is due to the increasing purchasing power among the middle-class population and their increasing awareness of the benefits of vitamin supplements as a preventive health measure to overcome micronutrient deficiency and prevent certain diseases.
Due to the domestic companies' limited supply and incapacity to fulfil the rising consumer demand for vitamin supplements, Indonesia relies on the international market. Thus, it is an opportunity for Swiss SMEs to seize the promising opportunities of exporting vitamin supplements in Indonesia as consumers present interest in products made abroad, particularly in Switzerland. In addition, their willingness to consume Swiss-made vitamins despite their higher costs compared to its competitors is due to the perceived quality and outstanding reputation of Swiss products.
Swiss SMEs need to become customer-driven in terms of building lasting customer relationships. Indonesians' perceptions of Swiss-made products are the key to retaining the loyalty of current vitamin users. On the other hand, to attract non-vitamin users to consume vitamin supplements, given that the latter emphasises the factors that will influence them to change their perspectives towards their consumption.
To better understand Indonesia’s vitamin supplement market, quantitative and qualitative research techniques are applied. Research participants are asked about their perceptions and expectations of products made in Switzerland as well as their vitamin consumption behaviours. This leads to identifying the characteristics of both non-vitamin users and vitamin users. The consumer analysis indicates that demographic characteristics such as gender, age, region of residence and educational attainment do not influence Indonesians' decision to consume vitamin supplements. Moreover, vitamin consumption is a personal preference based on an individual's knowledge about their diet, needs and lifestyle. Therefore, the results reveal that the growing consumption of vitamin supplements in Indonesia is due to the increasing purchasing power among the middle-class population and their increasing awareness of the benefits of vitamin supplements as a preventive health measure to overcome micronutrient deficiency and prevent certain diseases.
Due to the domestic companies' limited supply and incapacity to fulfil the rising consumer demand for vitamin supplements, Indonesia relies on the international market. Thus, it is an opportunity for Swiss SMEs to seize the promising opportunities of exporting vitamin supplements in Indonesia as consumers present interest in products made abroad, particularly in Switzerland. In addition, their willingness to consume Swiss-made vitamins despite their higher costs compared to its competitors is due to the perceived quality and outstanding reputation of Swiss products.
Swiss SMEs need to become customer-driven in terms of building lasting customer relationships. Indonesians' perceptions of Swiss-made products are the key to retaining the loyalty of current vitamin users. On the other hand, to attract non-vitamin users to consume vitamin supplements, given that the latter emphasises the factors that will influence them to change their perspectives towards their consumption.
- Language
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- English
- Notes
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- Haute école de gestion de Genève
- International Business Management
- hesso:hegge
- Persistent URL
- https://folia.unifr.ch/global/documents/322301
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- IBMBT2022_Consumer Study_What do Swiss SMEs need to know.pdf: 133