FRUIT JUICE CATEGORY

1. FRUIT JUICE 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. FRUIT JUICE • Overall • There are several brands of fruit juice in the market. Of all of them, two brands Five Alive (51%) and Chivita (25%) command greater respect from consumers. • Five Alive is twice trusted than Chivita overall and in the five attributes measured in this study. • Dansa took the third place with 7% score, whereas 3% rated Caprisone as the most trusted brand in the fruit Juice category. 2% each voted Fumman fruit Juice and Don Simon multifruta. • Gender • Five Alive was well perceived by the women than men • The rating for Chivita and Dansa by both male and female was also similar.

8. Age • Respondents in the ages 18-24yrs and 25-34yrs gave the highest votes to Five Alive. • Votes for Chivita Spread across all ages apart from those in the ages 46yrs and above that voted less. • Dansa had about the same level of bonding with all ages. • Social Class • Respondents in the middle and lower income classes had more preference for Five Alive. • Respondents in the upper income class tend to favour Chivita more than other group of respondents. • No marked difference in the preference for Dansa in the social class.

9. FRUIT JUICE CATEGORY Five Alive, 51% Don’t Know, 5% Dansa, 7% Don Simon, 2% Others , 4% Caprisone, 3% Fumman, 2% None, 1% Chivita, 25% I Obtain what I look for in it I feel most confident in Would be honest in attending to my needs Would make any effort to satisfy me Would never disappoint me Base 1000 1000 1000 1000 1000 Five Alive 50% 51% 50% 51% 51% Chivita 24% 25% 26% 25% 25% Dansa 8% 7% 7% 7% 8% Caprisone 3% 3% 3% 3% 3% Fumman 3% 2% 2% 2% 2% Don Simon 2% 2% 2% 2% 2% Others 4% 4% 4% 4% 3% None 1% 1% 1% 1% 1% Don’t Know 5% 5% 5% 5% 5%

10. I OBTAIN WHAT I LOOK FOR IN FRUIT JUICE Five Alive, 50% Don’t Know, 5% Dansa, 8% Don Simon, 2% Others , 4% Caprisone, 3% Fumman, 3% None, 1% Chivita, 24% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Five Alive 46% 56% 51% 51% 51% 46% 42% 52% 52% Chivita 25% 23% 26% 24% 24% 19% 35% 25% 19% Dansa 9% 7% 11% 9% 4% 7% 6% 10% 8% Caprisone 4% 3% 1% 3% 5% 5% 2% 2% 5% Fumman 3% 2% 2% 2% 4% 3% 3% 2% 2% Don Simon 3% 1% 1% 2% 2% 2% 1% 1% 3% Others 4% 3% 6% 5% 4% 4% 8% 3% 4% None 1% 5% 1% Don’t Know 5% 5% 3% 4% 6% 9% 3% 4% 7%

11. I FEEL MOST CONFIDENT IN Five Alive, 51% Don’t Know, 5% Dansa, 7% Don Simon, 2% Others , 4% Caprisone, 3% Fumman, 2% None, 1% Chivita, 25% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Five Alive 48% 55% 53% 52% 48% 44% 44% 52% 52% Chivita 26% 25% 26% 26% 26% 20% 36% 25% 21% Dansa 7% 6% 8% 7% 5% 7% 5% 8% 6% Caprisone 4% 3% 2% 3% 6% 5% 2% 2% 5% Fumman 3% 1% 2% 2% 3% 3% 2% 2% 2% Don Simon 2% 1% 1% 2% 2% 3% 1% 1% 3% Others 4% 4% 5% 4% 3% 3% 7% 5% 3% None 1% 1% 6% 1% 1% Don’t Know 5% 5% 3% 4% 6% 9% 3% 4% 7%

12. WOULD BE HONEST SINCERE IN ADDRESSING MY NEEDS Five Alive, 50% Don’t Know, 5% Dansa, 7% Don Simon, 2% Others , 4% Caprisone, 3% Chivita, 26% Fumman, 2% None, 1% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Five Alive 47% 53% 51% 51% 49% 45% 44% 52% 50% Chivita 26% 25% 27% 26% 26% 19% 34% 25% 22% Dansa 8% 6% 8% 6% 6% 8% 7% 8% 6% Caprisone 4% 3% 2% 3% 5% 5% 3% 2% 5% Fumman 3% 2% 2% 2% 3% 3% 2% 2% 2% Don Simon 3% 1% 2% 2% 2% 3% 1% 1% 4% Others 3% 5% 5% 6% 3% 3% 6% 5% 4% None 1% 5% 1% Don’t Know 5% 5% 3% 4% 6% 9% 3% 4% 7%

13. WOULD MAKE ANY EFFORT TO SATISFY ME Five Alive, 51% Don’t Know, 5% Dansa, 7% Don Simon, 2% Others , 4% Caprisone, 3% Fumman, 2% None, 1% Chivita, 25% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Five Alive 49% 54% 52% 53% 49% 46% 43% 52% 53% Chivita 25% 26% 27% 26% 26% 19% 35% 26% 21% Dansa 8% 6% 8% 6% 6% 7% 7% 8% 5% Caprisone 3% 3% 2% 3% 5% 5% 2% 2% 5% Fumman 3% 1% 1% 2% 2% 3% 2% 2% 2% Don Simon 3% 1% 1% 2% 2% 2% 1% 1% 3% Others 3% 4% 5% 4% 4% 4% 7% 4% 4% None 1% 5% 1% Don’t Know 5% 5% 4% 4% 6% 9% 3% 4% 7%

14. WOULD NEVER DISAPPOINT ME Five Alive, 51% Don’t Know, 5% Dansa, 8% Don Simon, 2% Caprisone, 3% Others , 3% Fumman, 2% None, 1% Chivita, 25% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Five Alive 47% 55% 52% 53% 49% 41% 41% 52% 53% Chivita 25% 25% 26% 25% 26% 21% 37% 25% 20% Dansa 9% 6% 10% 7% 6% 9% 7% 9% 6% Caprisone 3% 3% 1% 3% 5% 5% 3% 2% 5% Fumman 3% 1% 1% 2% 2% 3% 2% 2% 2% Don Simon 3% 1% 1% 3% 2% 2% 1% 1% 4% Others 3% 4% 4% 3% 3% 4% 5% 4% 2% None 2% 1% 1% 6% 1% 1% 1% Don’t Know 5% 5% 4% 4% 6% 9% 3% 4% 7%