Price Comparison Sites

in Indonesia 2014

Omnibus Popular Brand Index

Date: November 2014

2

A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Frequent User

5. Future Intention

6. Switching

7. General Information

3

A. Detail findings

1.1. Popular Brand Index Concept

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛

Additional Information:

• Top of Mind (TOM) = First brand mentioned by respondents.

• Expansive = Distribution of brand.

• Last Used = Frequent user in last 3 months.

• Future Intention = Future brand used by respondents.

Brand is one of the most important aspects from any

business. It identifies the simplest concept of business / company.

Brand or Trademark is a name or a symbol which related with

product / service and its image becomes associated with

consumer’s mind. Otherwise, brand can be used also as promotion

tools. Therefore, product with its specific brand will tend to get

attractiveness or awareness in community level. Those level will

influence consumer behaviour among population.

To determine the performance of business, we can observe

from the development of brand. Regarding to this point, W&S

Group develops PBI concept (Popular Brand Index) where its

measurement consists of Top of Mind, Expansive, Last Used or

Frequent User and Future Intention of business brand.

4

A. Detail findings

1.2. Popular Brand Index Results (PBI)

PBI could be obtained by Internet Sampling method, where we are using online panel with 2000

respondents in W&S Indonesia database (Nusaresearch). The results obtained for Price Comparison Sites with PBI

concept are:

Incidence Rate of respondents who access price comparison sites (percentage of respondents who access

price comparison sites within September – November 2014) are 11.0% among W&S Indonesia panel.

PriceArea.com achieve the highest PBI for Price

Comparison Sites category with

20.2 as its index, followed by

Hargamurah.co with 15.7 as its index.

Rank of Popular Price Comparison Sites PBI IR

1st PriceArea.com 20.2

11%

2nd Hargamurah.co 15.7

3th Telunjuk.com 13.6

4th PricePanda.co.id 11.0

5th Pricelist.co.id 9.2

6th id.priceprice.com 6.8

7th IndoKatalog.com 5.8

8th Pricebook.co.id 3.5

9th Priceza.co.id 2.4

10th priceme.co.id 0.4

5

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent User

5. Future Intention

6. Switching

7. General Information

6

A. Detail findings

2.1. Brand Awareness – Top Of Mind

n Sample : 225

To determine brand awareness level of consumer

towards Price Comparison Sites, Top of Mind (TOM)

becomes one of some important aspects which could be

used to recognize awareness level from product or

service.

From result of TOM, it shows that 20.9% of

respondents recalls PriceArea.com spontaneously as main

price comparison sites, followed by PricePanda.co.id

(9.8%), Telunjuk.com (6.7%), Pricelist.co.id (6.7%) and

id.priceprice.com (5.8%). This case indicates that

PriceArea.com has the strongest brand awareness and

most dominated sites among other price comparison sites.

20.9%

9.8%

6.7%

6.7%

5.8%

5.3%

3.6%

1.3%

1.3%

0.4%

0.4%

PriceArea.com

PricePanda.co.id

Telunjuk.com

Pricelist.co.id

id.priceprice.com

HargaMurah.com

Pricebook.co.id

Priceza.co.id

priceme.co.id

IndoKatalog.com

versus.com

7

35.6%

10.2%

26.7% 27.1%

14.7%

5.8%

18.7%12.0%

8.0%3.1%

21.7%

43.6%

24.4%20.0%

25.7%

32.9%

17.7%

19.1%21.8%

0.0%

57.3%53.8%

51.1%47.1%

40.4%38.7%

36.4%

31.1% 29.8%

3.1%

Aided

Unaided

TotalAwareness

A. Detail findings

2.2. Brand Awareness

Regarding to UnAided of Price Comparison Sites which mentioned spontaneously, PriceArea.com (35.6%) and

PricePanda.co.id (27.1%) still leads among the others. However, if we consider from Aided or recalled by respondents

when they are given showcards, Hargamurah.co (43.6%) is the top sites, followed by IndoKatalog.com (32.9%). These

result indicate that their Brand Recognition still low because respondents can’t recall those sites if they’re not given

showcards. There are extreme improvements on Aided for Hargamurah.co. According to this reason, Hargamurah.co get

the 2nd position for Total Brand Awareness with percentage of 53.8%.

n Sample : 225Ordered by Top of Mind

8

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent User

5. Future Intention

6. Switching

7. General Information

9

A. Detail findings

3. Expansive

n Sample : 225

3.1%4.4%

6.7%7.1%

10.7%10.7%

16.0%19.6%

21.8%

Expansive is the distribution of price comparison sites,

so it will be easily to be founded in some places such as

Ads, Google Adwords, etc. Commonly, expansive is strongly

associated with advertising or promotion.

According to Expansive, PriceArea.com is the top price

comparison sites with percentage of 21.8%. Next position

is placed by Telunjuk.com (19.6%) and Hargamurah.co

(16.0%).

10

A. Detail findings

4. Frequent User

n Sample : 225

3.6%3.6%

6.7%7.1%

10.7%11.6%

17.3%17.8%

21.8%

Last Used or Frequent User could be measured

by percentage of respondents who access price

comparison sites in last 3 months.

The top sites of price comparison who visited

frequently by their user is Hargamurah.co with

percentage of 21.8%, whereas PriceArea.com is

the next sites after Hargamurah.co with percentage

of 17.8%.

11

1.8%2.7%

8.0%9.8%

10.2%12.0%

13.3%20.4%

21.8%

A. Detail findings

5. Future Intention

Future Intention could be measured by percentage of

respondents who will access price comparison sites in future. This

percentage exposed about loyal respondents and switch

respondents.

Price Comparison Sites which has the highest potential to be

accessed in future are Hargamurah.co (21.8%) and PriceArea.com

(20.4%). More than that, IndoKatalog also success at 5th place as

price comparison site that will be accessed in future with

percentage of 10.2%. From this point, we can conclude that

Hargamurah.co is preferred than PriceArea.com in future.

n Sample : 225

12

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent User

5. Future Intention

6. Switching

7. General Information

13

36.9%

63.1%

A. Detail findings

6.1. Switching

n Sample : 225

From these study research, only 36.9% of 225

respondents would like to access another price

comparison sites, whereas 63.1% of 225 respondents

still intend to access last visited price comparison sites.

Loyal

Switch

14

A. Detail findings

6.2. Switch In and Switch Out

n Sample : 225

By results of these study, there will be an increase

user of price comparison sites for IndoKatalog (3.6%),

then followed by PriceArea.com (2.7%). Moreover, user of

Telunjuk.com will be decrease as percentage of -4.0%.

5.3%

8.0%

7.6%

3.6%

4.0%

0.9%

3.6%

2.2%

1.8%

43.1%

37.8%

36.9%

27.6%

27.1%

24.0%

19.6%

14.2%

13.8%

8.0%

4.0%

7.6%

4.0%

3.1%

4.4%

4.4%

0.4%

0.9%

PriceArea.com

Telunjuk.com

HargaMurah.com

PricePanda.co.id

Pricelist.co.id

IndoKatalog.com

id.priceprice.com

Priceza.co.id

Pricebook.co.id

Switch Out Last Visited Switch In

15

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Frequent User

5. Future Intention

6. Switching

7. General Information

16

3.6%

29.8%

13.8%

46.3%

1.3%

31.1%

14.2%

45.7%

0.4%

38.7%

24.0%

62.0%

1.3%

3.1%

0.4%

12.9%

A. Detail findings

6.3. Ever Used and Conversion Rate

Conversion Rate

Ever Visited Site

Brand awareness

Top of Mind

Conversion Rate

Ever Visited Site

Brand awareness

Top of Mind

n Sample : 225

Convertion Rate will be obtained by ratio of ever visited site and total brand awareness. The higher convertion rate will also

affect the higher user of price comparison site that will access its site.

From these case, it shows that the average percentage of ever visited site is lower than percentage of brand awareness.

Those means although respondents aware many price comparison sites after they are given the showcards, but in fact there’s

slight price comparison sites which has been visited.

20.9%

57.3%

43.1%

75.2%

5.3%

53.8%

36.9%

68.6%

6.7%

51.1%

37.8%

74.0%

9.8%

47.1%

27.6%

58.6%

6.7%

40.4%

27.1%

67.1%

5.8%

36.4%

19.6%

53.8%

17

B. Respondent profile

Monthly Household Income

50.7% 49.3%

Age

n Sample : 225

Gender

2.7%

1.8%

4.0%

12.9%

15.1%

11.6%

14.7%

13.3%

11.1%

9.8%

3.1%

Over IDR 40,000,000

IDR 30,000,001 - IDR 40,000,000

IDR 20,000,001 - IDR 30,000,000

IDR 11,000,001 - IDR 20,000,000

IDR 8,500,001 - IDR 11,000,000

IDR 6,500,001 - IDR 8,500,000

IDR 4,500,001 - IDR 6,500,000

IDR 3,500,001 - IDR 4,500,000

IDR 2,500,001 - IDR 3,500,000

IDR 1,500,001 - IDR 2,500,000

Less than IDR 1,500,000

5.8%

25.8%

22.7%

45.8%

Below than 20 years old

20 ~ 24 years old

25 ~ 29 years old

30 years old and above

PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’.Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentationsacross Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

PT. Nusaresearch» Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480» Office phone: (+6221) 29 022 227 Fax: (+ 6221) 29 022 365» Email: info@nusaresearch.com » Website: http://nusaresearch.com/

The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) ofthis survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website addresshttp://nusaresearch.com).