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Tour & Travel Agent Competition in Indonesia 2014

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Research Method : Omnibus Popular Brand Index
Fieldwork Period : November 2014
Research Area : Indonesia (Nationwide)
Respondent Criteria : Male and Female aged 17 years old and above
Sample Size : 312 samples

Published in: Data & Analytics

Tour & Travel Agent Competition in Indonesia 2014

  1. 1. Tour & Travel Agent Competition in IndonesiaOmnibus Popular Brand Index 2014 Date: November 2014
  2. 2. 2 A. Detail findings 1. Popular Brand Index 2. Brand awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information
  3. 3. 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 = Scope and spread of brand. •Last Used/ Market Share = Total purchase or last used brand in past 3 months. •Future Intention = Consumer intention to purchase brand. One of the most important Assets of the company and represent identity of a company is the Brand. "Brand or trademark is a name or symbol that is associated with the product/service and cause psychological meaning/association". In addition, the brand also as a promotional tools, so that a product with certain brand would likely gain popularity or awareness in the community level that will affect consumer behaviour in the community. To determine organization performance we could see from development of the brand. W&S study based on development of PBI (Popular Brand Index) concept which included community top of mind brand, expansive or spread of the brand, total purchase or last used of the brand, and consumer intention to purchase brand.
  4. 4. 4 A. Detail findings 1.2. Popular Brand Index Results (PBI) PBI is obtained by the Internet sampling (Online Panel) and with samples of 1,079 respondents in the W&S database Indonesia (nusaresearch). The results obtained for Tour & Travel Agent Category with PBI concept is as follows: Incidence Rate of Tour & Travel Agent visitor (percentage of Tour & Travel Agent visitor in the last 3 months) is 29% from panel population W&S Group Indonesia. Panorama Tours is a popular Tour & Travel Agent with PBI 10.1, then Wita Tour get the second rank of popular with PBI 6.3. Rank Of Popular Agent Tour & Travel PBI IR 1 Panorama Tours 10.1 29% 2 Wita Tour 6.3 3 Vayatour 4.1 4 Baraya Travel 4.0 5 Avia Tour 3.8 6 Dwidaya Tour 2.8 7 Antatour 2.8 8 Travelanda 2.7 9 KAHA Tours & Travel 2.6 10 Cipaganti Tour & Travel 2.3 11 Nusantara Tour 1.8 12 Bayu Buana Travel Services 1.4 13 Golden Rama Tour & Travel 1.1 14 Nata Tours 1.0 15 Angkasa Tour & Travel 1.0 16 Shilla Tour 1.0 17 Rotama Tour 0.9 18 Thropy Tour 0.8 19 Panen Tour 0.8 20 Haryono Tour & Travel 0.8
  5. 5. 5 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information
  6. 6. 6 A. Detail findings 2.1. Brand Awareness – Top Of Mind n Sample : 312 To see the power of Tour & Travel Agent , can be measured by the level of knowledge of respondents to the Tour & Travel Agent. From the results of the Top of Mind (TOM) or Tour & Travel Agent that remembered the first time and that brand comes to mind with spontaneously, 5.1% of 312 respondents remember Wita Tour (5.1%) as the main Tour & Travel Agent, then followed by Panorama Tours (4.2%), Cipaganti Tour & Travel (2.9%), Nusantara Tour (2.6%) and Nata Tours (2.2%). When look at the data, Wita Tour and Panorama tour are quite dominate as Tour & Travel Agents which impressed for respondents. 5.1% 4.2% 2.9% 2.6% 2.2% 2.2% 2.2% 2.2% 2.2% 1.9% Wita Tour Panorama Tour Cipaganti Tour & Travel Nusantara Tour Vayatour Avia Tour Dwidaya Tour Nata Tours Angkasa Tour & Travel Antatour
  7. 7. 7 A. Detail findings 2.2. Brand Awareness From the collected data, there is an interesting fact when compare Aided percentage of Baraya Travel (19.2%) with percentage of Avia Tour (23.4%), and comparison between Dwidaya Tour (14.1%) with Antatour (18.0%). Baraya Travel has small percentage of Total Awareness but get a better rank of PBI than Avia Tour. Furthermore, Dwidaya Tour has small percentage of Total Awareness but get a better rank of PBI than Antatour. Rank of PBI can describe that Baraya Travel and Dwidaya Tour are quite good to build image of their sites. However, if they initiate to increase Total Awareness, can be assured that in the future they can compete with Panorama Tours and Wita Tour. n Sample : 312 Panora ma Tour Wita Tour Vayato ur Baraya Travel Avia Tour Dwiday a Tour Antato ur Travela nda KAHA Tours & Travel Cipaga nti Tour & Travel Nusant ara Tour Bayu Buana Travel Service s Golden Rama Tour & Travel Nata Tours Angkas a Tour & Travel Shilla Tour Rotam a Tour Thropy Tour Panen Tour Haryon o Tour & Travel Aided 42.3% 20.9% 22.1% 19.2% 23.4% 14.1% 18.0% 20.5% 15.1% 2.6% 1.9% 12.2% 11.2% 0.7% 0.6% 6.7% 8.6% 0.6% 9.0% 1.0% UnAided 8.7% 9.9% 3.5% 1.3% 6.4% 5.1% 3.5% 1.3% 1.6% 4.8% 4.5% 3.8% 4.2% 2.2% 4.5% 1.0% 1.0% 1.0% 1.3% 2.2% Total Awareness 51.0% 30.8% 25.6% 20.5% 29.8% 19.2% 21.5% 21.8% 16.7% 7.4% 6.4% 16.0% 15.4% 2.9% 5.1% 7.7% 9.6% 1.6% 10.3% 3.2%
  8. 8. 8 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information
  9. 9. 9 A. Detail findings 3. Expansive Expansive is the spread of Tour & Travel Agent that can be seen anywhere, such as ads on TV, billboards, internet ads, etc. In this study, Panorama Tours get the first place with percentage 14.4%. Furthermore, Vayatour and Baraya Travel have same percentage (5.8%), and quite dominate than Avia Tour (5.4%). 14.4% 2.2% 7.4% 2.9% 5.8% 3.2% 5.8% 4.2% 5.4% 4.5% n Sample : 312
  10. 10. 10 A. Detail findings 4. Frequent Visitor Frequent Visitor/Last Visited is measured from the level of the respondents percentage who visited Tour & Travel Agent in the last 3 months. Panorama Tours still get the main position (10.6%), and followed by Wita Tour (7.1%). For Baraya Travel, it has better percentage of frequent visitor than Vayatour. Meanwhile, Nusatour get into top 10 frequent visitor. 10.6% 2.2% 7.1% 2.9% 6.7% 2.9% 5.1% 3.2% 4.5% 3.2% n Sample : 312
  11. 11. 11 A. Detail findings 5. Future Intention Future Intention measured by the percentage of respondents to the Tour & Travel Agent which will be visited in the future. Future intention percentage is measured by the Loyal respondents and Switched respondents. Dwidaya Tour dan Anta Tour have a tight competition in respondent visitor towards Tour & Travel Agent in the future with percentage 3.2%. A little difference percentage between one of Tour & Travel Agent with others indicate that there is a tight competition in respondent visitor towards Tour & Travel Agent in the future. 13.5% 1.9% 6.1% 2.2% 3.8% 2.9% 3.8% 3.2% 3.5% 3.2% n Sample : 312
  12. 12. 12 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information
  13. 13. 13 A. Detail findings 6. Switching Tour & Travel Agent that will be visited in future n Sample : 310 * Relative to respondent who switch to another brand n Sample : 312 From this research, 96.8% of 312 respondents want to visit other Tour & Travel Agent. There is a big possibility that respondent still prefer promotion in each Tour & Travel Agent. If wee look at comparison between Frequent visitor / Last Visited with Future Intention, the number of visitors of Panorama Tours increase rapidly with 3.2%. It is quite prosper for Panorama Tours’ business. Meanwhile, for decreasing visitor matter, it happen for KAHA Tours & Travel with percentage 1.6%, then followed by Avia Tour (1.3%), and Vaya Tour (1.3%). Loyal Switch 96.8% 3.2% -1.6% 1.0% -1.3% -1.0% 3.2% 1.0% -1.3% 1.0% -0.6% -0.3% KAHA Tours & Travel Dwidaya Tour Avia Tour Baraya Travel Panorama Tour Antatour Vayatour Wita Tour Travelanda Cipaganti Tour & Travel
  14. 14. 14 A. Detail findings 1. Popular Brand Index 2. Brand Awareness 3. Expansive 4. Frequent Visitor 5. Future Intention 6. Switching 7. General Information
  15. 15. 15 A. Detail findings Ever Used and Conversion Rate Conversion Rate Ever Visited Brand Brand awareness Top of Mind Conversion Rate Ever Visited Brand Brand awareness Top of Mind n Sample : 312 Antatour has quite low percentage of Brand Awareness (21.5%), if compare with the top 5 Tour & Travel Agent. But its conversion rate is quite high (38.8%). If Antatour can increase Brand Awareness, they can get more visitor. Meanwhile, Panorama Tours is the top Tour & Travel Agent in context of Total Awareness, Expansive, Frequent Visitor, and Future Intention. Unit: % *) Conversion Rate = Comparison between Ever Visited Brand with Brand Awareness 40.0 7.7 19.2 2.2 55.3 28.2 51.0 4.2 49.0 15.1 30.8 5.1 43.8 11.2 25.6 2.2 56.3 11.5 20.5 0.0 35.5 10.6 29.8 2.2 38.8 8.3 21.5 1.9 38.2 8.3 21.8 1.3 46.2 7.7 16.7 1.3 26.1 1.9 7.4 2.9
  16. 16. 16 B. Respondent profile Monthly Household Income 49.4% 50.6% Age n Sample : 312 Gender 4.5% 27.2% 23.4% 44.9% Under 20 years old 20 - 24 years old 25 - 29 years old 30 years old and over 3.8% 5.1% 5.4% 16.3% 18.3% 9.3% 15.1% 11.9% 9.3% 4.8% .6% 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
  17. 17. 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 segmentations across 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) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address http://nusaresearch.com).

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