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INSECTICIDES CATEGORY

INSECTICIDES CATEGORY. Most Trusted Brand. Survey Report. February 2009 Wave. Background. Brands’ income comes from the customers-so, brands must provide what they think is of value to the customers. It sounds obvious, yet very few brands do it well.

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INSECTICIDES CATEGORY

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  1. INSECTICIDES CATEGORY Most Trusted Brand Survey Report February 2009 Wave

  2. Background • Brands’ income comes from the customers-so, brands must provide what they think is of value to the customers. It sounds obvious, yet very few brands do it well. • The goal of branding is to build, maintain, and enhance relationship between brands and consumers. Relationship building is a powerful means of creating and sustaining competitive advantage. Sustainable relationship involves trust as its main ingredient. Therefore, brands must build a relationship of trust with their customers. Trust as a critical element in relationship is the focus of this survey. • The Most Trusted Brand survey is an attempt to track the strength of brands relationships with their consumers. It is expected that results from the tracking would enable an environment of continual learning, continual improvement and innovation for the brand owners.

  3. It is expected that it would stimulate a new way to think- seeing the customer’s input in this survey as a gift, and new knowledge that can be used to better brand planning and achieve competitive advantage. The results would serve as a reminder for the brand owners to build on-going relationships by keeping their promises and building trust. • As a contribution to strong brand management initiatives in Nigeria, BrandHEALTH commences this study as a means of providing a cost effective, reliable, quick, economic and continuous source of primary data on how brands bond with the consumers.

  4. Research Objectives • The study has only one objective: • To identify brands that best bond with the consumers.

  5. Research Methodology • Respondents were interviewed face to face in-home using fully structured questionnaires. Multi-stage sampling method was used in selecting respondents. • 1000 respondents were interviewed in various parts of Lagos. 560 of the sample were males while the balance 440 respondents were females. The study also comprised of respondents aged 18 to 24 years (29%), 25 to 34 years(43%),35 to 45(19%) and 46 years and above(10%). In terms of social class, 17% of the respondents were consumers in the upper income class, 42% in the middle income class and 41 in the lower income class. • The fieldwork for February wave started on the 5th of February and ended on the 21st of February, 2009.  

  6. Research Methodology •  In each product category, the respondents were asked five questions relating to trust. They were asked to associate the statements read to them with brands (a single brand per statement). No brand name was mentioned to the consumers. Respondents named brands spontaneously. The aggregate scores for the five statements were then computed to determine the most trusted brand for each product category.

  7. INSECTICIDES • Overall • 93% of the respondents answered question in this category. • Results show that competition in terms of consumer affinity is between Baygon and Raid. • Baygon was mentioned spontaneously as the most trusted brand of insecticides by 35% of the respondents. • 30% believed Raid is the most trusted brand of insecticide in the Lagos market. • One in ten respondents prefer Mobil to be the most trusted brand. • Mortein was voted by 7% • 2% voted Rambo • Another 2% of the respondents did not believe that any of the brands could be trusted.

  8. Gender • There was no gender bias in terms of voting pattern for insecticides. • Age • Whereas people of all ages voted people of all ages voted for Baygon, Raid was less favoured by the older respondents, particularly those aged 46yrs and above. • Social Class • Baygon was trusted more by respondents in the upper and middle income classes than those in the lower income class. • The spread of votes for Baygon , Mobil and Mortein in terms of social class was even.

  9. INSECTICIDES CATEGORY Mobil, 11% Baygon , 35% Raid, 30% Don’t Know, 7% Mortein, 7% Others, 6% Rambo, 2% None, 2% Base I Obtain what I look for in it 1000 I feel most confident in 1000 Would be honest in attending to my needs 1000 Would make any effort to satisfy me 1000 Would never disappoint me 1000 Base 1000 1000 1000 1000 1000 Baygon 36% 35% 36% 35% 35% Raid 30% 31% 30% 31% 30% Mobil 11% 11% 11% 11% 11% Mortein 7% 7% 7% 7% 8% Rambo 2% 2% 2% 2% 2% Others 6% 6% 6% 6% 6% None 2% 2% 2% 2% 2% Don’t Know 7% 7% 7% 7% 7%

  10. I OBTAIN WHAT I LOOK FOR IN INSECTICIDES Mobil, 11% Baygon , 36% Don’t Know, 7% Raid, 30% Mortein, 7% Others, 6% Rambo, 2% None, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Baygon 37% 34% 34% 37% 35% 32% 40% 39% 30% Raid 30% 31% 36% 30% 28% 18% 31% 30% 30% Mobil 11% 10% 6% 10% 13% 18% 8% 8% 14% Mortein 7% 8% 9% 6% 6% 7% 8% 6% 8% Rambo 3% 1% 2% 1% 2% 5% 2% 3% Others 5% 6% 6% 8% 6% 6% 5% 6% 6% None 2% 3% 1% 2% 2% 7% 3% 2% 2% Don’t Know 6% 8% 6% 6% 8% 7% 5% 7% 7%

  11. I FEEL MOST CONFIDENT IN Mobil, 11% Raid, 31% Baygon , 35% Don’t Know, 7% Mortein, 7% Others, 6% Rambo, 2% None, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Baygon 36% 32% 32% 37% 35% 32% 39% 39% 28% Raid 30% 32% 38% 30% 29% 18% 31% 30% 31% Mobil 11% 10% 7% 10% 13% 18% 8% 8% 14% Mortein 8% 7% 9% 7% 6% 7% 8% 7% 8% Rambo 2% 1% 2% 1% 2% 5% 2% 3% Others 5% 7% 5% 7% 5% 6% 6% 5% 7% None 2% 3% 1% 2% 2% 7% 3% 2% 2% Don’t Know 6% 8% 6% 6% 8% 7% 5% 7% 7%

  12. WOULD BE HONEST & SINCERE IN ADDRESSING MY NEEDS Mobil, 11% Baygon , 36% Don’t Know, 7% Raid, 30% Mortein, 7% Others, 6% Rambo, 2% None, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Baygon 36% 35% 34% 37% 35% 33% 40% 39% 30% Raid 29% 30% 35% 29% 28% 17% 30% 29% 30% Mobil 11% 10% 6% 11% 14% 18% 8% 9% 14% Mortein 7% 8% 9% 7% 6% 7% 8% 7% 8% Rambo 3% 1% 3% 1% 2% 5% 2% 3% Others 6% 5% 6% 7% 5% 6% 6% 5% 6% None 2% 3% 1% 2% 2% 7% 3% 2% 2% Don’t Know 6% 8% 6% 6% 8% 7% 5% 7% 7%

  13. WOULD MAKE ANY EFFORT TO SATISFY ME Mobil, 11% Raid, 31% Baygon , 35% Don’t Know, 7% Mortein, 7% Others, 6% Rambo, 2% None, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Baygon 36% 33% 33% 37% 34% 30% 38% 39% 30% Raid 30% 32% 36% 30% 30% 19% 31% 30% 31% Mobil 11% 10% 7% 10% 13% 18% 9% 9% 13% Mortein 7% 8% 9% 7% 6% 7% 8% 7% 8% Rambo 3% 1% 2% 1% 2% 5% 1% 2% 3% Others 5% 5% 6% 7% 5% 7% 7% 4% 6% None 2% 3% 1% 2% 2% 7% 3% 2% 2% Don’t Know 6% 8% 6% 6% 8% 7% 5% 7% 7%

  14. WOULD NEVER DISAPPOINT ME Mobil, 11% Baygon , 35% Raid, 30% Don’t Know, 7% Mortein, 8% Others, 6% Rambo, 2% None, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Baygon 36% 34% 33% 38% 35% 31% 39% 39% 29% Raid 30% 30% 35% 29% 29% 18% 30% 29% 30% Mobil 11% 10% 7% 10% 13% 18% 8% 8% 14% Mortein 7% 8% 10% 7% 6% 7% 8% 7% 8% Rambo 2% 1% 2% 1% 2% 5% 2% 3% Others 6% 6% 6% 7% 5% 6% 5% 6% 7% None 2% 3% 1% 2% 2% 8% 5% 2% 2% Don’t Know 6% 8% 6% 6% 8% 7% 5% 7% 7%

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