Leading Brands By Romanian Internet Users 2008

Leading Brands by Romanian Internet Users

Research on Romanian Internet users

gemiusAdHoc

February 2008

2

Table of Contents (1)

The aim of the research......................................................................................3

Research method...............................................................................................5

Executive summary...........................................................................................14

Results............................................................................................................17

Brands in general.......................................................................................18

Romanian brands.......................................................................................22

Online brands............................................................................................26

Brands in product categories........................................................................30

• Banks and insurance……………………………………………………………………………………….….31

• Personal care/cosmetics…………………………………………………………………………………....36

3

Table of Contents (2)

• IT………………………………………………………………………………………………………………………...41

• Cars……………………………………………………………………………………………………………..……..46

• Telecommunications…………………………………………………………………………………….…...51

• Electronic products…………………………………………………………………………………………..…56

Appendix.........................................................................................................60

• Additional information concerning indices and how they correspond with each

other ………………………………………………………………………………………………………………....61

Respondents` Profile..................................................................................66

4The aim of the research

5

The aim of the research

The report shows the results of a study conducted in Romania by Gemius in

partnership with Evensys.

Thanks to the study two main goals were achieved:

• indication of the leading brands in various categories as perceived by the Romanian

Internet users aged 18-45;

• insight in the influence of online presence of brands from 6 product categories on

the their position in the ranking.

6Research method

7

Research method (1)

To obtain as comprehensive and adequate results as possible, the research was

divided into two stages:

• explanatory study (pre-test)

• the main study.

8

Research method (2)

The explanatory study was based on a short survey aimed to find out basic information

about:

• the popularity of brands among the Romanian Internet users;

• the categories of products perceived by the respondents as the most strongly

present on the Internet;

• the attributes of brands important for respondents while choosing a brand.

The results of the pre-test survey were used as a base to prepare a questionnaire for

the main study.

The explanatory research was conducted from 14 till 15 January 2008 with the use of

the CAWI method (computer-aided web interviewing). Respondents were invited to

take part in the study with the use of pop-up questionnaires emitted randomly to

Internet users visiting the rol.ro web site.

During the research 88 questionnaires were gathered form the Romanian Internet

users aged 18-45.

9

Research method (3)

During the main study the data was gathered with the use of the CAWI method

(computer-aided web interviewing). The invitations to the questionnaire were emitted

randomly to Internet users visiting selected web sites belonging to the following

publishers: Neogen, Hotnews, Rol.ro, Internetcorp, Iqads, Boom and GSP.

The data was gathered from 7 till 13 February 2008. The questionnaire was divided

into two parts. The first part, containing questions about brands in general, Romanian

brands in general and online brands, was shown to all respondents. The second part

consisted of the sets of questions devoted to the brands in product categories. Each set

of questions was shown randomly to approximately 1/6 of all participants.

The final sample consists of 2092 questionnaires completed by Romanian Internet

users aged 18-45, whereas the number of respondents for the sets of questions about

each product category was as follows: banks and insurance – 352, personal

care/cosmetics – 324, IT – 324, cars – 340, telecommunications – 349, electronics –

389.

10

Research method (4)

In order to ensure representativeness of the data for the Romanian online population

aged 18-45, the results of the study were presented with the use of an analytical

weight, based on data concerning the structure of the online population in terms of the

gender and age of Internet users, as well as the frequency of Internet usage. The

structural data was taken from the Omnibus study provided by Mercury Research. All

research findings presented as a percentage on the charts refer to weighted data

whereas the sample size (N) presented on the slides refers to the unweighted data and

constitutes the base of the percentage.

11

Research method (5)

The following classes of brands were taken into account during the survey:

• general;

• general Romanian;

• general online (brands that exist only on the Internet);

• product categories (banks and insurance; personal care/cosmetics; IT; cars;

telecommunications; electronic products).

As far as the first two classes of brands (general, general Romanian) are concerned,

the respondents were asked a set of open-ended questions. Based on their responses

(only unaided awareness) the ‘top ten’ rankings of the most popular, trustworthy and

present on the Internet brands were created.

In the case of general online brands the following results are presented: unaided and

aided brand awareness rankings as well as Leading Brands Index, whereas for brands

in the product categories also the Online Presence Index is available.

It needs to be emphasised that all rankings in this report are based on the respondents

declaration.

12

Research method (6)

The Leading Brands Index was created on the basis of the most important features of

‘leading brands’ that respondents were asked to indicate at the very beginning of the

questionnaire. For each of the features a different weight was calculated that is

proportional to the percentage of respondents who indicated the feature as important

to consider a brand as leading. The weights were calculated on the basis of all

respondents. The index values range between 0 and 1.

The Online Presence Index was created analogically on the basis of the answers given

by the respondents to the question related to the features that are to the greatest

extent the evidence of brand’s online presence. The index values range between 0 and

1.

13

Research method (7)

To investigate whether a given brand online presence influences such brand’s position

in the ranking in a given product category, correlations for each product category were

counted. The correlation for the product category is a mean from correlations counted

separately for each brand for both indexes in the given category. The higher is the

correlation for a given category, the more brand online presence is important to the

brand position in the ranking in this category (for more information see „Additional

analysis” section in the Appendix).

14Executive summary

15

Executive summary (1)

Based on the study results, Coca-Cola and Nokia seem to have a very

strong position among Romanian Internet users aged 18-45 as far as

brands in general are concerned. Both brands are perceived as the most

popular and trustworthy by the highest percentage of respondents.

In the case of general Romanian brands, Dacia is the leader in all three

rankings – it appears to be the most popular, trustworthy and the most

present on the Internet Romanian brand in the opinion of Romanian

Internet users aged 18-45.

16

Executive summary (2)

To investigate whether the brand online presence influences the brand

position in the ranking in a given product category, correlations for each

product category were calculated. The higher is the correlation for a given

category, the more online presence is important to a brand position in the

ranking in this category. Based on the correlations it can be seen that online

presence the most influences brands position in the rankings for electronic

products, cars and telecommunications.

17Results

18Brands in general

19

The most popular brands – in general Top 10 (spontaneous answers)When you think about popular brands, which brands come to mind first?

0%

5%

10%

15%

20%

25%

30%

35%

35%

13%

10% 9% 9%8% 8%

6%5% 4%

N= 2092

Source: gemiusAdHoc, February 2008

20

The most trustworthy brands – in generalTop 10 (spontaneous answers) When you think about trustworthy brands, which brands come to mind first?


0%

5%

10%

15%

20%

25%

30%

35%

19%

14%

11%10% 9%

8%

6% 5% 5%4%

N= 2092

21

Brands most present on the Internet – in generalTop 10 (spontaneous answers) When you think about brands most present on the Internet, which brands come to mind first?

0%

5%

10%

15%

20%

25%

30%

35%

16%

14%12%

11% 11%9%

5% 5%4% 3%

N= 2092


22Romanian brands

23

Romanian popular brandsTop 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to mind first?

0%

5%

10%

15%

20%

25%

30%

35%

34%

6% 6%5%

4% 4% 4% 3% 3% 3%

N= 2092


24

Romanian trustworthy brandsTop 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to mind first?

0%

5%

10%

15%

20%

25%

30%

35%

17%

6%5% 4% 4% 4%

3% 3% 3%2%

N= 2092


25

0%

5%

10%

15%

20%

25%

30%

35%

23%

8%

4% 3% 3% 3% 3% 2% 2% 2%

N= 2092N= 2092

Romanian brands most present on the InternetTop 10 (spontaneous answers) When you think about Romanian brands most present on the Internet, which brands come to mind first?


PLEASE NOTE– the result for Neogen (*) is presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the Neogen (N= 1616)

In response to this question, 3% of respondents indicated Vodafone. Since it is not a Romanian brand, this result is not included in this ranking.

26Online brands

27

0%

10%

20%

30%

40%

50%

60%

16%13%

7%5% 4%

3% 2% 2% 2% 2%

Unaided brand awareness – Online brands (top 10)Which brands do you know (or at least have heard of) as far as Internet brands (brands that exist only on the Internet) are concerned?


PLEASE NOTE – the results for brands marked by ‘*’ are presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the selected publishers (Neogen N= 1616, eJobs N= 1829; BestJobs.ro – 1616; HotNews - 1908)

In response to the question 3% of respondents indicated Nokia , 2% - Coca-Cola and Vodafone. Since they are not online brands, their results are not included in this ranking.

N= 2092

28

Aided brand awareness – Online brandsWhich of the Internet brands (brands that exist only on the Internet) given below do you know (or at least have heard of)?

PLEASE NOTE – the data for brands marked by ‘*’ are presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the selected publishers. (eJobs.ro N= 1829; BestJobs N= 1616; Kappa.ro N= 1826; Ocazii.ro N= 1826; Acasa.ro N= 1826; ROL.ro N= 1758; HotNews.roN= 1908; Wall-Street.ro N= 1829)


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Google

Yahoo

Youtube

eJobs.ro*

BestJobs.ro*

Hi5

Kappa.ro*

Ocazii.ro*

Acasa.ro*

ROL.ro*

Trilulilu.ro

HotNews.ro*

eMag.ro*

Eva.ro

Wall-Street.ro*

None of the above

96%

92%

88%

86%

83%

70%

68%

61%

58%

53%

46%

43%

43%

39%

39%

1%

N= 2092

29

Online brands – Leading Brands Index


PLEASE NOTE – the results for brands marked by ‘*’ are presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the selected publishers (eJobs.ro N= 1829; BestJobs N= 1616; HotNews.ro N= 1908; Wall-Street.ro N= 1829; Ocazii.ro N= 1826; Kappa.ro N=1826 Acasa.ro N= 1826; ROL.ro N= 1758;)

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,700,64

0,52

0,37

0,30

0,23

0,19

0,130,11 0,11 0,11 0,10 0,10 0,09 0,08 0,07

N= 2092

30Brands in product categories

31Banks and insurance

32

Unaided brands awareness – banks and insurance (top 10)Which brands do you know (or at least have heard of) as far as banks and insurance are concerned?


0%

10%

20%

30%

40%

50%

60%

46%43%

41%

16%15% 14%

9% 9% 8% 8%

N= 352

‘Tiriac’ was indicated by many respondents as a separate brand (as it is presented on the chart) although such a brand does notexist. Based on the study it is impossible to define what particular brand (e.g. Allianz-Tiriac or Unicredit-Tiriac) respondents had in mind while indicating ‘Tiriac’.

33

Aided brands awareness – banks and insuranceWhich brands do you know (or at least have heard of) as far as banks and insurance are concerned?


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Raiffeisen

BRD

Allianz -Tiriac

BCR

ING

CEC

Banca Transilvania

Bancpost

Unicredit -Tiriac

ABN AMRO

Aviva

Millenium Bank

None of the above

95%

95%

94%

93%

93%

92%

92%

90%

84%

83%

82%

70%

1%

N= 352

34

Banks and insurance – Leading Brands Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,42

0,320,29 0,27 0,27

0,230,19

0,17 0,16 0,15 0,140,10

N=352


35

Banks and insurance – Online Presence Index


0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,420,39 0,38 0,37

0,30 0,290,25

0,24 0,240,21 0,21

0,17

N= 352

36Personal care/cosmetics

37

Unaided brand awareness – personal care/cosmetics (top 10)Which brands do you know (or at least have heard of) as far as personal care/cosmetics are concerned?


0%

10%

20%

30%

40%

50%

60%

39%

30%28%

23%

14%12%

8%6% 5% 5%

N=327

38

Aided brand awareness – personal care/cosmeticsWhich brands do you know (or at least have heard of) as far as personal care/cosmetics are concerned?


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Nivea

Avon

Dove

Blend-a-med

Colgate

Oriflame

L`Oreal

Garnier

Head&Shoulders

Wella

Maybelline

Max Factor

Vichy

None of the above

98%

97%

96%

96%

95%

95%

92%

92%

91%

88%

88%

84%

77%

1%

N= 327

39

Personal care/cosmetics – Leading Brands Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,45

0,37 0,36 0,35

0,31 0,30 0,29 0,29 0,270,23

0,210,18

0,16

N= 327


40

Personal care/cosmetics – Online Presence Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,350,30 0,30 0,30

0,25 0,25 0,24 0,230,20 0,19 0,19 0,17

0,15

N= 327


42

Unaided brands awareness – IT (top 10)Which brands do you know (or at least have heard of) as far as IT is concerned?


In response to the question 11% of respondents indicated Google and 7% - Yahoo. Since they are not IT brands, their results are not included in this ranking.

0%

10%

20%

30%

40%

50%

60%

26%

12% 12%10% 9% 8% 7% 7% 7%

5%

N= 324

43

Aided brands awareness – ITWhich of the IT brands given below do you know (or at least have heard of)?


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Microsoft

IBM

Toshiba

Intel

Apple

hp

Fujitsu

Benq

Dell

AMD

Acer

Asus

None of the above

98%

94%

88%

86%

84%

83%

81%

74%

73%

65%

64%

63%

1%

N= 324

44

IT – Leading Brands Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,55

0,45 0,440,41

0,360,33

0,240,22

0,210,19

0,13 0,13

N= 324


45

IT – Online Presence Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,59

0,440,41

0,38 0,370,34

0,290,28 0,26 0,25 0,25 0,23

N= 324


46Cars

47

Unaided brands awareness – cars (top 10)Which brands do you know (or at least have heard of) as far as cars are concerned?


0%

10%

20%

30%

40%

50%

60%

40%38%

23%21%

18%

13%

9% 8% 7% 7%

N= 340

48

Aided brands awareness – carsWhich of the car brands given below do you know (or at least have heard of)?


0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Renault

Opel

Audi

BMW

Dacia

Nissan

Peugeot

Mercedes-Benz

Toyota

Volkswagen

Ford

Citroen

Honda

Kia

None of the above

89%

89%

87%

86%

86%

86%

86%

86%

85%

85%

83%

82%

81%

77%

8%

N= 340

49

Cars – Leading Brands Index


0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,53 0,52

0,460,43

0,300,28 0,27

0,23 0,23 0,22 0,21

0,15 0,130,12

N= 340

50

Cars – Online Presence Index


0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,40 0,40 0,38 0,38 0,37 0,37 0,36 0,360,34 0,32 0,31

0,290,27

N= 340

51Telecommunications

52

Unaided brands awareness – telecommunications Which brands do you know (or at least have heard of) as far as telecommunications is concerned?


0%

10%

20%

30%

40%

50%

60%

60%

55%

34%

25%

12%

4% 4% 3%1%

N= 349

In response to the question 15% of respondents indicated Nokia , 6% - Samsung and 4% - Sony. Since they are not telecommunication brands, their results are not included in this ranking.

Only the telecommunication brands with at least 1% of indications are presented in this ranking.

53

Aided brands awareness – telecommunicationsWhich of the telecommunications brands given below do you know (or at least have heard of)?


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Orange

Vodafone

Romtelecom

Cosmote

RDS

Zapp

UPC

None of the above

98%

98%

97%

90%

88%

87%

79%

0,5%

N= 349

54

Telecommunications – Leading Brands Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70

0,45 0,44

0,24 0,23 0,22

0,15 0,13

N= 349


55

Telecommunications – Online Presence Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,700,62

0,59

0,410,38

0,340,31 0,30

N= 349


56Electronic products

57

Unaided brands awareness – electronic products (top10)Which brands do you know (or at least have heard of) as far as electronic products are concerned?


0%

10%

20%

30%

40%

50%

60%

40%

29%26%

25%

18%

14%

7% 6% 6% 5%

N= 389

58

Aided brands awareness – electronic productsWhich of the electronic product brands given below do you know (or at least have heard of)?


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Nokia

Philips

Sony

Panasonic

Siemens

Samsung

LG

Braun

Arctic

Daewoo

Beko

None of the above

97%

93%

92%

92%

92%

90%

88%

86%

85%

83%

64%

0,5%

N=389

59

Electronic products – Leading Brands Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,70 0,65

0,56

0,48 0,48

0,36 0,350,33 0,33

0,25

0,190,16

N= 389


60

Electronic products – Online Presence Index

0,00

0,10

0,20

0,30

0,40

0,50

0,60

0,700,62

0,46

0,41 0,410,38

0,36 0,35

0,29

0,25

0,200,18

N= 389


61Appendix

62Additional information concerning indices and

how they correspond with each other

63

Top brand featuresWhich of the features given below are, in your opinion, to the greatest extent those of a ‘leading brand’? Please, indicate up to 3 features.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Quality

Trustworthiness

Distinctiveness

Prestige

Popularity

Modernity

None of the above

85%

51%

46%

38%

26%

14%

1%

N= 2092

64

Brand’s online presence featuresWhich of the features given below are, in your opinion, to the greatest extent those of a brand’s online presence? Please, indicate up to 3 features.


0% 20% 40% 60% 80% 100%

It has its own web site.

Its products/services are available online.

It is advertised on the Internet.

It is discussed in online forums.

It appears as sponsored links in an Internet search.

It sends newsletters to Internet users.

None of the above.

72%

58%

43%

28%

20%

19%

4%

N= 2092

65

Correlations between brand’s position in the ranking and the brand presence on the Internet

0

0,1

0,2

0,3

0,4

0,5

0,6

0,7

0,530,48 0,47 0,45

0,410,36

N= 2092


66Respondents’ profile

67

52%48%

Female Male

N= 2092

Sex and age


35%

33%

32%

18-24 25-34 35-45

Age in groups

Sex

68

Professional statusPlease indicate your present professional status.


0% 20% 40% 60%

Employee with a university degree

Scholar, student

General Manager (executive) or …

I have my own company or work as …

Qualified worker

Homemaker

Pensioner

Unemployed

Farmer

Unqualified worker

Other

38%

22%

11%

8%

5%

3%

1%

1%

1%

1%

10%

N= 2092

69

Level of educationWhat is your level of education at the moment?

0% 10% 20% 30% 40% 50% 60%

High education

Higher education

Secondary education

Post-secondary vocational

Secondary vocational

Post-secondary

Incomplete primary

Primary

52%

19%

18%

4%

3%

2%

2%

0,2%

N= 2092


70

The size of the living placeWhat is the size of the place in which you live?


0% 10% 20% 30% 40% 50% 60%

Over 500 000 inhabitants

100 000 - 500 000 inhabitants

20 000 - 99 999 inhabitants

5 000 - 19 999 inhabitants

Up 5000 inhabitants

47%

28%

13%

9%

4%

N= 2092

71

Monthly net incomeWhat is your personal monthly net income?


0% 10% 20% 30% 40% 50% 60%

1001 - 2000 RON

501 - 1000 RON

Rather not say

2001 - 3000 RON

over 3001 RON

No income at all

Up to 500 RON

24%

18%

14%

14%

11%

11%

7%

N=2092

72

The frequency of Internet usage How often do you use the Internet?


63%

37%

Every day A few times a week

and rarelyN= 2092

73

The length of Internet usageHow long have you been using the Internet?


0% 10% 20% 30% 40% 50% 60%

Over 5 years

2 years - 5 years

1 year - 2 years

6 months or less

6 months - 1 year

60%

24%

8%

5%

3%

N= 2092

Contact

•Catalin Emilian

Business Center VitanStr. Aniversarii, Nr. 41, Et. 3, Modul 506 Sector 3, Bucuresti

•Tel/Fax: +40213233523

•Mobil: +40745202328

•[email protected]

author:Anna Sulińska ([email protected])

Leading Brands By Romanian Internet Users 2008

Business

Transcript of Leading Brands By Romanian Internet Users 2008