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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