4. voluntary report nusaresearch - woman magazine
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Report date: September 27th, 2013
Creator: Nusaresearch team
REPORT ON WOMAN MAGAZINE
IN INDONESIA
Research time: 7th – 22nd August 2013
Based on Nusaresearch’s panellist
A. Research information
Research method : Quantitative Research – Online
Timing : 7th – 22nd August 2013
Sample size : 534
Research area : Nationwide
Target : Female aged 17 years old and over who read
magazine
Research objectives : Explore woman magazine market in Indonesia
Sampling method : Internet sampling
A. Research information
18,5
44,8
36,7
Lower
Middle
Upper
Monthly household Expenditure
12,9
78,1
3,7
2,2
3
0 20 40 60 80 100
Sumatra Island
Java Island
Bali, NTB and NTT
Kalimantan Island
Sulawesi and East
Province AreaUnit: % Unit: %
Unit: %
12,9
46,8
40,3
Age
Under 20 years old 20 - 29 years old
30 years old and above
B. Executive summary
A – General woman magazines’ shopping data
[1] [Good article] is the most important factor affecting on respondents’ decision
• Most respondents concern about [Good article] (83.5%) when buying and reading magazine, followed by
[Affordable price] and [Wide topic] which respectively account for 64.4% and 62.7%.
• Among age groups, [Good article] is the main factors which all respondents among age groups choose to
be the best reason to buy and read magazine.
• As the figure shows, all respondents among SES groups mostly concern about [Good article] at 79.8%,
82.0% and 87.2% respectively.
[2] Most respondents buy woman magazine at [Book store]
• Upon 10 people were asked, there are 6 women buy magazine at [Book store] and the next place is
[Magazine store] with 49.1%. [Shopping mall] is at the third place with 35.6%.
• More than half of respondents in all age groups mostly choose [Book store] as the first place to buy
magazine. At the second position is [Magazine store].
• [Book store], [Magazine store] and [Shopping mall] are the top three places for buying magazine, while
[Buying online] gain the lowest percentage among SES groups.
B. Executive summary
[3] [$2 - $3] is the common price for buying magazine
• More than 4 over 10 respondents buy magazines at price of [$2 - $3], followed by [Less than $2] with
22.8%. The lowest percentage belongs to [$7 - $8] at 0.2%.
• [$2 - $3] is mostly chosen by respondents in all two groups: 20 – 29, 30 years old and above. Meanwhile,
the youngest group (under 20 years old) buy magazines for [Less than $2], accounting for 39.1%.
• As being shown in the chart, lower SES buys magazine with price of [Less than $2]. In particular, middle
and upper buys magazine with price of [$2 - $3] at 43.9% and 42.9% respectively.
[4] 44.8% of respondents read magazine in [Not specific time]
• The majority of 534 surveyed people usually read magazine in [Not specific time] which is equivalent to
44.6%, followed by [Evening] as the second position for the best time to read magazine.
• [Not specific time] is mostly choosen time to read magazine. The next preferable option time is [Evening]
chosen by most groups except respondents aged 30 years old and over which choose [Night] as the
second option with 23.3%.
• Regardless of monthly household expenditure, most respondents read magazine in [Not specific time],
followed by [Evening] and [Night].
B. Executive summary
[5] 30.0% of respondents reading magazine once per 2 – 3 days
• Most respondents read magazine [Once per 2 – 3 days] with 30.0%, followed by [Everyday] at 18.5%.
• As being shown in the chart, almost all respondents read magazine [Once per 2 – 3 days], accounting for
21.7%, 34.0% and 27.9% respectively.
• [Once per 2 – 3 days] is most choosen frequency of reading magazine in all SES groups. At the second
position, [Once per 4 – 6 days] is choosen by Lower groups, while [Everyday] is choosen by Upper groups.
B. Executive summary
B – Woman Magazine Awareness
[Femina] scores highest at 79.0%
• A vast majority know [Femina] and the next is [Gadis] and [Kartini] with percentage of 79.0%, 77.3% and
72.1% respectively. [Femina] still keeps the highest position in terms of Ever Read and Often Read.
• [Femina] is the common brands for respondents in age groups of 20 – 29 as well as 30 years old and over.
However, [Gadis] is the top brand for respondents in age groups of under 20 years old.
• Regardless of monthly household expenditure, [Femina] gains high percentage in terms of Total awareness,
Ever Read and Often Read. For [Gadis] and [Kartini], their position has slightly change across SES
groups.
Most respondents intend to buy [Provoke]
• [Provoke] is the top brand of woman magazine which has strong intention to be bought towards recognized
magazine at 2.33.
• As being shown in the chart, [Go Girl] leads the brand of woman magazine which will be bought for next
month which instead of recognized magazine among the age groups.
• For Lower and Middle groups, [Provoke] reach the highest mean towards intention to buy of recognized
magazine. Meanwhile, for Upper groups, [Kawanku] get the highest mean also.
C. Research findings1. General Woman Magazine shopping data
2. Woman Magazine awareness
1. Important factors when buy and read magazine
[Good article] is the most important factor affecting on respondents’ decision
Most respondents concern about [Good article] (83.5%) when buying and reading magazine, followed by [Affordable price] and
[Wide topic] which respectively account for 64.4% and 62.7%.
Q. What factors that makes you usually buy and read this magazine? [MA] Based n= 534
[Figure 1.1] Important factors when buy and read magazine
83,5
64,4 62,755,6 55,1
47,9
32,2 30,324,0 22,5
16,1 12,9 12,4
1,5
0,0
20,0
40,0
60,0
80,0
100,0
Has g
ood
art
icle
Aff
ord
ab
le p
rice
Wid
e t
op
ic
To
pic
in
ma
ga
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e is c
om
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Go
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of a
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Availa
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A lot
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onu
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Ea
sy to
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bscri
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Siz
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f m
ag
azin
e w
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asy
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rou
gh
t
Th
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's g
oo
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Th
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ess o
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Pe
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ecom
me
nda
tion
Oth
ers
Unit: %
1. Important factors when buy and read magazine
[Good article] become the top factor among age groups
Among age groups, [Good article] is the main factors which all respondents among age groups choose to be the best reason to
buy and read magazine.
[Figure 1.2] Important factors when buy and read magazine – By Age
79,7
59,4
58,0
56,5
55,1
43,5
34,8
31,9
27,5
21,7
18,8
15,9
13,0
4,3
0,0 50,0 100,0
Has good article
Affordable price
Topic in magazine iscommon
Good exploration ofarticle
Wide topic
Available everywhere
A lot of bonus
Famous magazine
Size of magazine whicheasy to be brought
There's good advertise
People recommendation
Thickness of magazine
Easy to subscribe
Others
Under 20 years old (n = 69)
80,0
62,8
61,6
56,0
52,8
50,4
38,4
33,6
26,0
23,6
18,8
14,0
14,0
1,2
0,0 50,0 100,0
Has good article
Affordable price
Wide topic
Topic in magazine iscommon
Good exploration ofarticle
Available everywhere
Famous magazine
A lot of bonus
Easy to subscribe
Size of magazine whicheasy to be brought
There's good advertise
People recommendation
Thickness of magazine
Others
20 - 29 years old (n = 250)
88,8
67,9
66,5
57,2
54,4
46,5
25,1
25,1
25,1
19,5
11,2
10,7
8,4
0,9
0,0 50,0 100,0
Has good article
Affordable price
Wide topic
Good exploration ofarticle
Topic in magazine iscommon
Available everywhere
Famous magazine
Easy to subscribe
A lot of bonus
Size of magazine whicheasy to be brought
There's good advertise
Thickness of magazine
People recommendation
Others [FA]
30 years old and over (n = 215)
Q. What factors that makes you usually buy and read this magazine? [MA] Based n= 534
1. Important factors when buy and read magazine
[Good article] leads the factors in buying and reading magazine
As the figure shows, all respondents among SES groups mostly concern about [Good article] at 79.8%, 82.0% and 87.2%
respectively.
[Figure 1.3] Important factors when buy and read magazine – By SESUnit: %
79,8
55,6
55,6
54,5
52,5
52,5
32,3
31,3
22,2
22,2
20,2
16,2
11,1
2,0
0,0 50,0 100,0
Has good article
Affordable price
Topic in magazine iscommon
Available everywhere
Good exploration ofarticle
Wide topic
Famous magazine
A lot of bonus
Size of magazine whicheasy to be brought
Easy to subscribe
There's good advertise
People recommendation
Thickness of magazine
Others
Lower (n = 99)
82,0
64,9
64,4
56,5
54,4
47,7
29,7
29,3
20,9
20,9
15,9
13,8
11,3
1,7
0,0 50,0 100,0
Has good article
Affordable price
Wide topic
Good exploration ofarticle
Topic in magazine iscommon
Available everywhere
A lot of bonus
Famous magazine
Size of magazine whicheasy to be brought
Easy to subscribe
There's good advertise
Thickness of magazine
People recommendation
Others
Middle (n = 239)
87,2
68,4
65,8
57,1
54,6
44,9
35,7
30,6
28,6
24,5
14,3
12,8
11,7
1,0
0,0 50,0 100,0
Has good article
Affordable price
Wide topic
Topic in magazine iscommon
Good exploration ofarticle
Available everywhere
Famous magazine
A lot of bonus
Easy to subscribe
Size of magazine whicheasy to be brought
There's good advertise
Thickness of magazine
People recommendation
Others
Upper (n = 196)
Q. What factors that makes you usually buy and read this magazine? [MA] Based n= 534
2. Place to buy magazine
Most respondents buy woman magazine at [Book store]
Upon 10 people were asked, there are 6 women buy magazine at [Book store] and the next place is [Magazine store] with
49.1%. [Shopping mall] is at the third place with 35.6%.
Q. Where do you buy magazine? [MA] Based on n=534
[Figure 2.1] Place to buy magazine
60,7
49,1
35,6
26,8 25,121,9
18,515,2 14,2
9,76,2
1,9
0,0
20,0
40,0
60,0
80,0
100,0
Book store Magazinestore
Shoppingmall
Minimarket Supermarket Magazinesubscriptions
(homedelivery)
Distributor Sales Convenientstore
Grocerystore
Online Other
Unit: %
2. Place to buy magazine
[Book store] scores highest across age groups
More than half of respondents in all age groups mostly choose [Book store] as the first place to buy magazine. At the second
position is [Magazine store].
[Figure 2.2] Place to buy magazine – By Age
Book storeMagazine
storeShopping
mallMinimarket
Supermarket
Distributor
Magazinesubscriptions (homedelivery)
SalesConvenient
storeGrocery
storeOnline Others
Under 20 years old (n = 69) 60,9 49,3 31,9 30,4 17,4 27,5 13,0 13,0 15,9 10,1 10,1 2,9
20 - 29 years old (n= 250)) 61,2 50,4 34,4 24,8 27,2 17,6 23,6 16,0 16,0 9,6 6,0 1,2
30 years old and over (n = 215) 60,0 47,4 38,1 27,9 25,1 16,7 22,8 14,9 11,6 9,8 5,1 2,3
0,0
20,0
40,0
60,0
80,0
100,0
Unit: %
Q. Where do you buy magazine? [MA] Based on n=534
2. Place to buy magazine
SES seems not to affect much on place to buy magazine
[Book store], [Magazine store] and [Shopping mall] are the top three places for buying magazine, while [Buying online] gain
the lowest percentage among SES groups.
[Figure 2.3] Place to buy magazine – By SES
Book storeMagazine
storeShopping
mallMinimarket
Supermarket
Magazinesubscriptions (homedelivery)
Distributor SalesConvenient
storeGrocery
storeOnline Other
Lower (n = 99) 58,6 50,5 35,4 30,3 26,3 14,1 18,2 19,2 16,2 13,1 10,1 1,0
Middle (n = 239) 58,6 46,4 33,5 25,1 22,2 19,2 22,6 14,6 14,6 9,6 4,6 1,7
Upper (n = 196) 64,3 51,5 38,3 27,0 28,1 29,1 13,8 13,8 12,8 8,2 6,1 2,6
0,0
20,0
40,0
60,0
80,0
100,0
Unit: %
Q. Where do you buy magazine? [MA] Based on n=534
22,8
45,3
10,9 11,2
7,1
0,9 0,2 0,4 0,6 0,60,0
10,0
20,0
30,0
40,0
50,0
Less than $2 $2 - $3 $3 - $4 $4 - $5 $5 - $6 $6 - $7 $7 - $8 $8 - $9 $9 - $10 More than $10
3. Price of buying magazine
[$2 - $3] is the common price for buying magazine
More than 4 over 10 respondents buy magazines at price of [$2 - $3], followed by [Less than $2] with 22.8%. The lowest
percentage belongs to [$7 - $8] at 0.2%.
Q. Please tell us how much you usually buy magazine? [SA] Based on n=534
[Figure 3.1] Price of buying magazineUnit: %
3. Price of buying magazine[Less than $2] is the most common price of buying magazine in the youngest
group
[$2 - $3] is mostly chosen by respondents in all two groups: 20 – 29, 30 years old and above. Meanwhile, the youngest group
(under 20 years old) buy magazines for [Less than $2], accounting for 39.1%.
[Figure 3.2] Price of buying magazine– By Age
Less than$2
$2 - $3 $3 - $4 $4 - $5 $5 - $6 $6 - $7 $7 - $8 $8 - $9 $9 - $10More than
$10
Under 20 years old (n = 69) 39,1 37,7 11,6 2,9 8,7 0,0 0,0 0,0 0,0 0,0
20 - 29 years old (n= 250)) 22,4 48,0 9,6 9,6 7,6 0,8 0,0 0,4 0,4 1,2
30 years old and over (n = 215) 18,1 44,7 12,1 15,8 6,0 1,4 0,5 0,5 0,9 0,0
0,0
10,0
20,0
30,0
40,0
50,0
Unit: %
Q. Please tell us how much you usually buy magazine? [SA] Based on n=534
3. Price of buying magazine
Middle and Upper SES leads to higher price of buying magazines
As being shown in the chart, lower SES buys magazine with price of [Less than $2]. In particular, middle and upper buys
magazine with price of [$2 - $3] at 43.9% and 42.9% respectively.
[Figure 3.3] Price of buying magazine – By SES
Less than $2 $2 - $3 $3 - $4 $4 - $5 $5 - $6 $6 - $7 $7 - $8 $8 - $9 $9 - $10More than
$10
Lower (n = 99) 35,4 53,5 6,1 2,0 3,0 0,0 0,0 0,0 0,0 0,0
Middle (n = 239) 25,9 43,9 11,7 11,7 5,0 0,4 0,4 0,4 0,4 0,0
Upper (n = 196) 12,8 42,9 12,2 15,3 11,7 2,0 0,0 0,5 1,0 1,5
0,0
10,0
20,0
30,0
40,0
50,0
60,0
Unit: %
Q. Please tell us how much you usually buy magazine? [SA] Based on n=534
4. Time to read magazine
44.8% of respondents read magazine in [Not specific time]
The majority of 534 surveyed people usually read magazine in [Not specific time] which is equivalent to 44.6%, followed by
[Evening] as the second position for the best time to read magazine.
Q. When do you usually read magazine? [SA] Based on n=534
[Figure 4.1] Time to read magazine
10,77,1
19,917,6
44,8
0,0
20,0
40,0
60,0
80,0
100,0
Morning Afternoon Evening Night Not specific time
Unit: %
4. Time to read magazine
Among age groups, [Not specific time] is the best choosen time to read magazine
[Not specific time] is mostly choosen time to read magazine. The next preferable option time is [Evening] chosen by most
groups except respondents aged 30 years old and over which choose [Night] as the second option with 23.3%
[Figure 4.2] Time to read magazine – By Age
Morning Afternoon Evening Night Not specific time
Under 20 years old (n = 69) 8,7 7,2 20,6 7,2 56,5
20 - 29 years old (n= 250)) 13,2 7,6 22,0 15,6 41,6
30 years old and over (n = 215) 8,4 6,5 17,2 23,3 44,7
0,0
20,0
40,0
60,0
80,0
100,0
Unit: %
Q. When do you usually read magazine? [SA] Based on n=534
4. Time to read magazine
SES seems not to affect much on time to read magazine
Regardless of monthly household expenditure, most respondents read magazine in [Not specific time], followed by [Evening]
and [Night].
[Figure 4.3] Time to read magazine – By SES
Morning Afternoon Evening Night Not specific time
Lower (n = 99) 10,1 3,0 18,2 9,1 59,6
Middle (n = 239) 11,3 7,9 20,1 16,3 44,4
Upper (n = 196) 10,2 8,2 20,4 23,5 37,8
0,0
20,0
40,0
60,0
80,0
100,0
Unit: %
Q. When do you usually read magazine? [SA] Based on n=534
5. Frequency of reading magazine
30.0% of respondents reading magazine once per 2 – 3 days
Most respondents read magazine [Once per 2 – 3 days] with 30.0%, followed by [Everyday] at 18.5%.
Q. How often you often read the magazine? [SA] Based on n=534
[Figure 5.1] Frequency of reading magazine
18,5
30,0
14,4
21,9
9,26,0
0,0
20,0
40,0
60,0
80,0
100,0
Everyday Once per 2 - 3 days Once per 4 - 6 days Once per week Once per month Less than once per month
Unit: %
5. Frequency of reading magazine
[Once per 2 – 3 days] is mostly choosen by age groups
As being shown in the chart, almost all respondents read magazine [Once per 2 – 3 days], accounting for 21.7%, 34.0% and
27.9% respectively.
[Figure 5.2] Frequency of reading magazine – By Age
Everyday Once per 2 - 3 days Once per 4 - 6 days Once per week Once per monthLess than once per
month
Under 20 years old (n = 69) 14,5 21,7 14,5 27,5 8,7 13,0
20 - 29 years old (n= 250)) 18,4 34,0 14,8 18,4 8,8 5,6
30 years old and over (n = 215) 20,0 27,9 14,0 24,2 9,8 4,2
0,0
20,0
40,0
60,0
80,0
100,0
Unit: %
Q. How often you often read the magazine? [SA] Based on n=534
5. Frequency of reading magazine
Most of SES groups read magazine for [Once per 2 – 3 days]
[Once per 2 – 3 days] is most choosen frequency of reading magazine in all SES groups. At the second position, [Once per 4 –
6 days] is choosen by Lower groups, while [Everyday] is choosen by Upper groups.
[Figure 5.3] Frequency of reading magazine – By SES
Everyday Once per 2 - 3 days Once per 4 - 6 days Once per week Once per monthLess than once per
month
Lower (n = 99) 11,1 30,3 16,2 26,3 6,1 10,1
Middle (n = 239) 18,4 28,9 14,6 20,9 10,9 6,3
Upper (n = 196) 22,4 31,1 13,3 20,9 8,7 3,6
0,0
20,0
40,0
60,0
80,0
100,0
Unit: %
Q. How often you often read the magazine? [SA] Based on n=534
C. Research findings1. General Woman Magazine shopping data
2. Woman Magazine awareness
Woman magazine brand awareness
[Femina] scores highest at 79.0%
[Figure 1] Woman magazine brand awareness
Q. Between these list of magazine, which magazine do you know? [MA] Based on n=534
Q. Among magazines you know, what are names of magazine you ever read? [MA] Based on n=534
Q. Among magazines you have read, which one you read most often? [SA] Based on n=534
A vast majority know [Femina] and the next is [Gadis] and [Kartini] with percentage of 79.0%, 77.3% and 72.1% respectively.
[Femina] still keeps the highest position in terms of Ever Read and Often Read.
Femina Gadis Kartini Aneka GaulKawan
kuAyahbu
ndaGenie Hai
CosmoGirl
Female
CosmopolitanIndone
sia
TeenCitaCinta
Go GirlLifestyl
eSevent
eenElle Vogue Bazaar
Total awareness 79,0 77,3 72,1 65,4 59,2 61,8 54,3 58,4 55,4 57,9 53,7 50,6 38,4 29,8 32,2 35,0 29,2 27,7 27,3 24,7
Ever Read 66,5 61,6 58,2 47,6 43,1 46,1 38,6 37,5 37,6 33,3 30,9 31,1 18,5 19,3 15,5 13,3 13,3 10,5 9,9 10,9
Often Read 23,2 7,9 8,8 3,2 11,2 3,7 8,1 4,7 1,3 2,8 0,6 3 0,9 2,1 3,2 0,6 0 0,6 0 0,4
0,0
20,0
40,0
60,0
80,0
100,0
Unit: %
Woman magazine brand awareness
There is slightly difference among age groups
[Femina] is the common brands for respondents in age groups of 20 – 29 as well as 30 years old and over. However, [Gadis] is
the top brand for respondents in age groups of under 20 years old.
[Figure 2] Woman magazine brand awareness – By AgeUnit: %
Under 20 years old 20 - 29 years old 30 years old and over
(n=69) (n=250) (n=215)
Femina
Awareness 59.4 76.8 87.9
Ever read 36.2 59.6 84.2
Often read 5.8 16.8 36.3
Gadis
Awareness 76.8 78.8 75.8
Ever read 63.8 62.8 59.5
Often read 17.4 10.4 1.9
Kartini
Awareness 53.6 65.6 85.6
Ever read 26.1 51.6 76.3
Often read 2.9 6.8 13.0
Q. Between these list of magazine, which magazine do you know? [MA] Based on n=534
Q. Among magazines you know, what are names of magazine you ever read? [MA] Based on n=534
Q. Among magazines you have read, which one you read most often? [SA] Based on n=534
Woman magazine brand awareness
Almost 8 over 10 people with Middle and Upper expenses knows [Femina]
Regardless of monthly household expenditure, [Femina] gains high percentage in terms of Total awareness, Ever Read and
Often Read. For [Gadis] and [Kartini], their position has slightly change across SES groups.
[Figure 3] Woman magazine brand awareness – By SESUnit: %
Lower Middle Upper
(n=99) (n=239) (n=196)
Femina
Awareness 62.6 82.0 83.7
Ever read 46.5 68.2 74.5
Often read 10.1 25.1 27.6
Gadis
Awareness 72.7 81.6 74.5
Ever read 56.6 67.4 57.1
Often read 14.1 7.9 4.6
Kartini
Awareness 54.5 72.4 80.6
Ever read 38.4 56.5 70.4
Often read 4.0 8.8 11.2
Q. Between these list of magazine, which magazine do you know? [MA] Based on n=534
Q. Among magazines you know, what are names of magazine you ever read? [MA] Based on n=534
Q. Among magazines you have read, which one you read most often? [SA] Based on n=534
Average Mean towards Recognized Magazine
Most respondents intend to buy [Provoke]
[Provoke] is the top brand of woman magazine which has strong intention to be bought towards recognized magazine at 2.33.
Q. Please tell us about your purchase intention next month toward this magazine? [SA] Based on n=534
Average Mean towards Recognized MagazineUnit: %
Provoke
Kawanku
GoGirl Gadis Aneka GaulMarket
plusDestina
sianGirlfrien
dGenie Kartini Intisari
Ayahbunda
Others Hai FeminaCosmo
GirlTeen
CitaCinta
Lifestyle
Average Mean 2,33 2,3 2,24 2,12 2,12 2,07 2 2 2 1,96 1,96 1,94 1,91 1,89 1,86 1,81 1,8 1,8 1,73 1,67
0,0
0,5
1,0
1,5
2,0
2,5
Average Mean towards Recognized MagazineRegarding to age groups, there is a slight difference instead of recognized
magazine
As being shown in the chart, [Go Girl] leads the brand of woman magazine which will be bought for next month which instead of
recognized magazine among the age groups.
Average Mean towards Recognized Magazine – By AgeUnit: %
Q. Please tell us about your purchase intention next month toward this magazine? [SA] Based on n=534
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
Under 20 years old
20 - 29 years old
30 years old and over
Average Mean towards Recognized Magazine
There is not much difference in SES groups
For Lower and Middle groups, [Provoke] reach the highest mean towards intention to buy of recognized magazine. Meanwhile,
for Upper groups, [Kawanku] get the highest mean also.
Average Mean towards Recognized Magazine – By SESUnit: %
Q. Please tell us about your purchase intention next month toward this magazine? [SA] Based on n=534
0,0
1,0
2,0
3,0
4,0
5,0
6,0
7,0
8,0
Upper
Middle
Lower
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