MBS 2015 – Investments


The Infants and children under two years (baduta) segment is a very potential market segment. Parents and mothers, especially new mothers, do not hesitate to give the “best” for their children. At this stage, parents tend to pamper their children by providing “only” the best quality products for their children. The Central Statistics Agency (BPS) estimates that there are 4,880,951 baby births in 2015. The infant birth rate is estimated to increase by 1.49% annually, which makes the potential market segment for infants and children under two years old (baduta) a very attractive market segment for done.

The purpose of this research is to provide a complete picture of the behavior of mothers who have babies and children under two years of age, both in terms of demographics and behavior, to brand managers who target the segment of infants and children under two years. This research has 800 respondents from 17 big cities in Sumatra, Java, Bali, and Sulawesi with an MoE of 4.9%.

As many as 95.4% of mothers’ roles as “decision-makers” in household spending show mothers as a very potential segment for marketing actors, especially for baby equipment products. With a 15% -20% increase in the cost of education each year, as well as unpredictable inflation, it is important to start planning children’s education funds very early. Among the several educational investment options available, education insurance and education savings products are found to be the most popularly used.

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