From research in other categories such as FMCG, Indonesians are more likely to be functionally driven when evaluating a product’s claims, and hence, clear functional benefits are sought after. This has implications on the way the technology is being packaged in the product, that there is a need to be rooted in evidence of said functionality.

In a new house you want new things, and you want them to be the latest design.
— Thai refrigerator upgrader

On the other hand, in Thailand, they are more likely to be drawn to aesthetic elements in their purchase of household appliances – they are more emotionally driven. This was revealed in our recent study on refrigerator purchase behaviours, when their evaluation of refrigerators were led by how they looked, how they felt, how they fit in with everything else in their kitchen.