One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.

1. Brand Track Study: Online Shopping January 2008 Prepared by: JuxtConsult, New Delhi

7. Toplines

12. Online Shopping Usage Status

18. Online Shopper User Profiles

25. Geographic distribution Top 10 Cities City Searched Only Searched & Bought All Shoppers Sample Base 495 735 1,230 Mumbai -3% 10% 2% 13% 0% 12% Bangalore -1% 9% 2% 9% 0% 9% Chennai 0% 7% 0% 9% 1% 8% Hyderabad 1% 7% 3% 8% 2% 8% Delhi -4% 6% -4% 8% -3% 7% Ahmadabad 0% 3% -3% 3% -1% 3% Kolkata 1% 4% -2% 2% -1% 2% Pune 0% 2% 1% 2% 0% 2% Kochi 2% 3% 1% 2% 2% 2% Noida 1% 1% 2% 2% 1% 2%

33. Online Shopping Usage Behavior

42. Product-wise Current & Intended Shopping Product Category Current Buyers (Searched & Bought) Intended Buyers in next 3 months (Searched & Bought) Mobile/PDA -3% 45% -6% 39% Camera -5% 38% -8% 30% CD/VCD/DVDs -4% 37% -9% 28% Computer and peripherals -9% 34% 8% 26% Computer software -9% 33% -10% 23% Electronic Gadgets -4% 32% -5% 27% Books & Magazines 6% 32% -2% 30% Clothes & Accessories 0% 23% 2% 25% Movie Tickets 6% 23% 9% 32% Watch -1% 21% -4% 17% Electronic Durables -3% 20% -3% 17% Gift Items/Flowers 2% 19% 0% 19% Beauty and grooming products -3% 16% -6% 10%

43. Product-wise Current & Intended Shopping Product Category Current Buyers (Searched & Bought) Intended Buyers in next 3 months (Searched & Bought) Automobiles -7% 11% -3% 8% Toy and games 2% 10% 2% 12% Health and Fitness products 5% 9% 2% 11% Home appliances 2% 9% 2% 11% Sports goods 1% 9% -1% 8% Jewellery -1% 8% 2% 10% Kitchen Appliances 1% 8% 4% 12% Shoes 2% 8% 7% 15% Antiques & Collectables 1% 6% 3% 9% Musical instruments 0% 5% 5% 10% Household grocery 2% 5% 6% 10% Toiletries/Perfumes 1% 4% 2% 6%

45. Media Preferences

46. Most preferred TV channel – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents TV Channels Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* Aajtak 11% 4% 10% 10% CNBC 11% 5% 9% 10% NDTV 7% -1% 8% 8% Star Plus 7% -3% 8% 7% Asianet 4% 4% 6% 5% Discovery 3% 1% 5% 4% Sony 6% -2% 2% 4% CNN IBN 2% -2% 4% 3% NDTV Profit 2% 2% 3% 2% BBC 2% 0% 2% 2%

47. Most preferred newspaper – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Newspapers Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* The Times of India 30% -10% 27% 28% The Hindu 11% -3% 12% 12% Eenadu 4% 4% 6% 5% Malyalam Manorama 5% 1% 4% 4% The Hindustan Times 3% -1% 5% 4% Indian Express 6% 1% 2% 4% Dainik Bhaskar 5% -1% 2% 3% DNA 1% 3% 4% 3% The Telegraph 2% 0% 2% 2% The Economic Times 2% -3% 2% 2%

48. Most preferred magazine – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Magazines Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* India Today 23% 6% 26% 25% Outlook 6% 2% 8% 7% Reader's Digest 4% -4% 4% 4% Business World 3% -1% 2% 3% Femina 3% -1% 2% 2% The Week 3% -2% 2% 2% Business Today 3% -4% 1% 2% Digit 2% 0% 2% 2% Outlook Money 2% -1% 2% 2% Film Fare 1% -1% 2% 2%

49. Most preferred radio channel – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Radio channels Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* Radio Mirchi 23% -1% 25% 24% Big FM 9% 0% 7% 8% Red FM 7% 3% 6% 7% Radio City 9% -9% 4% 6% Suryan FM 2% 1% 4% 3% Vividh Bharati 2% -1% 3% 3% World Space 1% 2% 3% 2% AIR 2% 1% 2% 2% AIR FM RAINBOW 1% 0% 1% 1% Fever FM 1% 0% 1% 1%

50. Website visited most – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Websites Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* Google 37% 14% 39% 38% Yahoo 20% -3% 19% 19% Rediff 5% -5% 7% 6% Moneycontrol 3% 5% 6% 5% Ebay 6% -5% 3% 4% Indiatimes 3% 0% 2% 3% Hotmail 2% 1% 2% 2% Icicidirect 0% 0% 1% 1% BSNL 1% 0% 0% 1% Aol 0% 0% 0% 0%

51. Most visited website for emailing * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Websites Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* Yahoo 41% 7% 43% 42% Gmail 30% 1% 26% 27% Rediff 6% -7% 7% 7% Hotmail 6% -3% 5% 5% Indiatimes 1% 0% 1% 1% Sify 1% -2% 0% 1% VSNL 0% 0% 0% 0% Lycos 0% 0% 0% 0%

52. Most preferred website for checking news – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents News websites Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* Yahoo 8% -2% 11% 10% Rediff 10% -7% 7% 9% NDTV 7% 4% 9% 8% Indiatimes 8% 2% 7% 8% Google 9% 2% 6% 7% BBC 3% 0% 4% 4% Timesofindia 4% -4% 3% 3% Eenadu 1% 3% 3% 3% AOL 3% 2% 2% 2% Aajtak 3% 0% 2% 2%

53. Brand Salience and Perceptions

55. Top of mind ad recall – All Brands 3% 2% 5% Froogle 3% 4% 2% Shopping 2% 2% 2% Homeshop18 1% 1% 0.3% Indiaplaza/Fabmall Top of mind Ad Recall Sample Base Searched Only 326 Search & Bought 504 All Shoppers 830 Ebay 50% 48% 49% Rediff 10% 9% 9% Indiatimes 7% 11% 9% Yahoo 9% 6% 7% Futurebazaar 6% 6% 6% Amazon 4% 3% 3% Sify 2% 2% 2% MSN 1% 3% 2% Onlineshopping 1% 0.4% 1% NDTVShopping 0.1% 0.3% 0.2% Others 3% 5% 4%

56. Source of ad recall Ad Sources Ebay Rediff Indiatimes Yahoo Futurebazaar Sample Base 366 95 100 41 55 Television 15% 20% 23% 9% 36% Newspaper 8% 17% 40% 5% 22% Magazine/Newsletter 13% 13% 29% 10% 11% Radio 4% 12% 8% 4% 0% Internet - Banner on a website 50% 46% 53% 24% 39% Internet - Text link ad on a website 27% 34% 38% 22% 29% Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 1% 12% 3% 4% 5% Cannot recall 39% 35% 22% 65% 35%

58. Top of mind brand recall – All Brands 2% 2% 2% MSN 2% 1% 2% Froogle 2% 3% 0.3% Shopping 1% 1% 1% Onlineshopping Top of mind Ad Recall Sample Base Searched Only 459 Search & Bought 696 All Shoppers 1,155 Ebay 55% 50% 52% Rediff 15% 9% 12% Indiatimes 8% 12% 10% Futurebazaar 7% 8% 7% Yahoo 6% 6% 6% Amazon 3% 2% 3% Indiaplaza/Fabmall 1% 2% 1% Sify 1% 2% 1% Homeshop18 1% 1% 1% NDTVshopping 0.0% 1% 0.4% Others 0.3% 1% 1%

59. Source of brand recall Brand Recall Sources Ebay Rediff Indiatimes Futurebazaar Yahoo Sample Base 571 131 145 87 57 From an advertisement 58% 50% 54% 57% 53% From a news story/article/feature 11% 6% 6% 4% 9% From a relative/friend/colleague 22% 28% 22% 12% 28% From a direct mailer/newsletter/sales call 8% 8% 8% 4% 9% While generally surfing the net 48% 51% 48% 43% 27% From a link on another website 35% 29% 25% 34% 20% From an exhibition/event 6% 13% 2% 2% 4% Do not remember 3% 4% 2% 1% 14%

64. Brand Perceptions

66. Brand associations – Ebay * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 0.4 0.2 0.0 -0.2 -0.4 -0.6 Best security on payment transaction Widest choice of relevant payment option Most assured product quality and delivery Widest variety of product choices Great brand image Best price, bargains and deals Most responsive customer service Ebay

67. Brand associations – Rediff * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 0.4 0.2 0.0 -0.2 -0.4 -0.6 Best security on payment transaction Widest choice of relevant payment option Most assured product quality and delivery Widest variety of product choices Great brand image Best price, bargains and deals Most responsive customer service Rediff

68. Brand associations – Indiatimes * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 0.4 0.2 0.0 -0.2 -0.4 -0.6 Best security on payment transaction Widest choice of relevant payment option Most assured product quality and delivery Widest variety of product choices Great brand image Best price, bargains and deals Most responsive customer service Indiatimes

69. Brand associations – Futurebazaar * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 0.4 0.2 0.0 -0.2 -0.4 -0.6 Best security on payment transaction Widest choice of relevant payment option Most assured product quality and delivery Widest variety of product choices Great brand image Best price, bargains and deals Most responsive customer service Futurebazaar

70. Brand associations – Yahoo * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 0.4 0.2 0.0 -0.2 -0.4 -0.6 Best security on payment transaction Widest choice of relevant payment option Most assured product quality and delivery Widest variety of product choices Great brand image Best price, bargains and deals Most responsive customer service Yahoo

71. Brand associations – Overall perceptions Ebay Rediff Indiatimes Futurebazaar Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 0.4 0.2 0.0 -0.2 -0.4 -0.6 Best security on payment transaction Widest choice of relevant payment option Most assured product quality and delivery Widest variety of product choices Great brand image Best price, bargains and deals Most responsive customer service Yahoo Amazon Futurebazaar Indiatimes Rediff Ebay

72. Brand Shares

76. Reasons for preference Reasons for preferring the website Ebay Rediff Indiatimes Yahoo Futurebazaar Has the widest variety of product choices 73% 65% 71% 62% 80% Has the most relevant choices within my budget 50% 63% 47% 22% 56% Lowest prices/bargain/deals 68% 67% 77% 44% 78% Best guidance on product specifications and buying tips 38% 49% 24% 44% 47% Most easy to find the right information quickly 60% 66% 54% 48% 70% Most hassle free payment procedure 34% 37% 37% 36% 57% Best security features to protect online transactions 34% 32% 39% 36% 32% Highly dependable delivery 36% 38% 36% 42% 40% Most assured of product quality 24% 34% 29% 30% 33% Nothing Specific / Do not know 5% 3% 5% 3% 0%

79. Brand Performance Track

80. Brand Sustenance Index Ratio of 1 represents average efficiency Brand Sustenance Ratio of TOM Brand Recall TOM Ad Recall How much can the brand transcend the advertising

82. Brand Sustenance Map Logarithmic scale * Other brands not included for insufficiency of sample size

83. Brand Persuasion Index Ratio of 1 represents very high efficiency Brand Persuasion How persuasive is your brand story Ratio of Intention to Buy/Use Brand Spontaneous Brand Recall

85. Brand Persuasion Map Logarithmic scale * Other brands not included for insufficiency of sample size

86. Brand Pull Index A positive ratio represents a growing brand Brand Pull Ability of the brand to attract news consumers or consumers of competitive brands Ratio of (Switch ins to the brand) – (Switch outs from the brand) Current primary consumer share of the brand

88. Brand Pull Map Logarithmic scale * Other brands not included for insufficiency of sample size

89. Brand Loyalty Index Ratio of 1 represents maximum efficiency Brand Loyalty How much is your brand retaining its existing consumers Ratio of Likely to Continue with the Brand Total Current Primary Users of the Brand

91. Brand Loyalty Chart * Other brands not included for insufficiency of sample size

92. Brand Momentux™ It is an index. The higher the better Brand Momentux TM Your future market potential based on your current performance Brand X Brand Speed Mass Accelerators Current X Brand Persuasion factor, Users Brand Pull factor, Brand Loyalty factor

94. Brand Momentux™ Map Logarithmic scale * Other brands not included for insufficiency of sample size

95. Brand Momentux™ Summary Indiaplaza/Fabmall Amazon Current Quarter vis-à-vis Previous Quarter Brand Brand Mass Brand Persuasion Brand Pull Brand Loyalty Brand Momentum Ebay Rediff Futurebazaar Indiatimes Yahoo Homeshop18 Sify Improved Deteriorated No Change

97. Thank You!