Survey Overview
Below is a snapshot of the Most Trusted Brands for the year 2014, as compiled by Economic
Times,
Research Key Points
The Most Trusted Brands Survey consisted of brands that
were not just the most familiar, but brands that consumers
believed provide quality and reassurance.
It was conducted by the research agency AC Nielsen
ORG-MARG.
The survey was the largest of its kind in India, with a sample
size of 7200, distributed across socio-economic class, age,
income and geography.
Every year new brands are added to the survey, replacing
the old ones with very low scores in the last year or are
now defunct; this year 17 new brands were added to the
survey.
Holistically, the Brands were evaluated on the various
sidelined parameters.
Perceived Popularity
Repurchase Intent
Relatedness Value for Money
Quality Connotation
Distinctiveness/
Uniqueness
Research Methodology
The survey was restricted to social-economic classifications-A, B and C in urban India, with a view to focus on the prime target audience for most branded products and services.
The study was carried out in the following 12 cities across India.
Adult Female: Any female, age 15-45 years, not
married and not CWE.
Chief Wage Earner (CWE): The person who makes the
highest contribution towards household upkeep.
Chief Wage Earner (CWE): The person who makes the
highest contribution towards household upkeep.
Adult Male: Any male, age 15-45 years, not married and
not CWE.
Respondent
Profile
North: Delhi, Lucknow,
Chandigarh
East: Kolkata, Patna,
Bhubaneswar
West: Mumbai, Ahmedabad,
Indore
South: Chennai, Bengaluru,
Vijayawada
Coverage
Brands and Attributes
The brands were divided into 12 different panels; each panel was exposed to a matched set of respondents in terms of demographic variables of SEC, age group, gender and respondent category.
Each respondent evaluated 31 or 32 brands — each brand was evaluated by 600 respondents.
Attri_1 [Quality]:
Always maintains a high level of quality
Attri_2 [Value for Money]:
It is worth the price it commands
Attri_3 [Recommendation]:
I would always recommend this
brand to my family and friends
Attri_4 [Understanding
Consumer Needs]:
This Brand meets my needs
Brands Evaluation
Stage 1 Stage 2 Stage 3
Thus, the final score for each brand is on a base of all respondents, irrespective of their level of familiarity. This Final Brand Rating for
all the brands is directly compared and sorted in descending order to determine the Most Trusted Brands.
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