HOME APPLIANCES CATEGORY

1. HOME APPLIANCES 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. HOME APPLINACES • Overall • Almost everyone we interviewed in the study have home appliances. There seem to be a clear differentiation in the category. • Respondents in Lagos trust LG brand much more than other brand of appliances. • 32% voted for LG spontaneously by associating the five elements of trust with the brand. • The first runner up in this February wave was Sony. 24% of the respondents have sufficient in brand. • Samsung occupied the third position beating sharp marginally by one percent. • Sharp brand was adjudge the most trusted brand by 10%of the respondents.

8. Other brand with some degree of trust were: • AKIRA 5% • PANASONIC 4% • PHILLIPS 3% • BINATONE 2% • AIWA 2% • GENDER • Most of the votes for the brands came from men than women particularly for LG, Sony and Samsung. • SOCIAL CLASS • The respondents the upper class trust LG and Samsung more than other brands. • The voting patterns for Samsung and sharp was the same for all the socio-economic class.

9. ELECTRONICS CATEGORY Samsung, 11% Sharp, 10% Akira, 5% LG, 32% Panasonic, 4% Don’t Know, 3% Aiwa, 2% Others, 4% Philips, 3% Sony, 24% Binatone, 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 LG 32% 32% 33% 32% 33% Sony 24% 24% 24% 24% 24% Samsung 11% 11% 11% 11% 11% Sharp 11% 10% 10% 11% 10% Akira 5% 5% 5% 5% 5% Panasonic 5% 4% 4% 5% 4% Philips 3% 4% 4% 4% 3% Binatone 2% 2% 2% 2% 2% Aiwa 2% 2% 2% 2% 2% Others 3% 4% 3% 2% 4% Don’t Know 3% 3% 3% 3% 3%

10. I OBTAIN WHAT I LOOK FOR IN ELECTRONICS Samsung, 11% Sharp, 11% Akira, 5% Panasonic, 5% LG, 32% Don’t Know, 3% Aiwa, 2% Others, 3% Philips, 3% Sony, 24% Binatone, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 LG 34% 29% 28% 34% 32% 38% 42% 33% 27% Sony 26% 21% 25% 22% 27% 25% 27% 23% 24% Samsung 12% 11% 14% 12% 9% 5% 12% 11% 12% Sharp 10% 12% 13% 9% 10% 9% 8% 11% 11% Akira 5% 5% 5% 5% 4% 6% 2% 6% 4% Panasonic 5% 4% 4% 4% 6% 4% 3% 3% 7% Philips 2% 5% 4% 3% 2% 4% 2% 4% 3% Binatone 1% 4% 3% 2% 2% 4% 2% Aiwa 2% 1% 3% 2% 1% 1% 1% 2% Others 1% 3% 1% 4% 4% 2% 2% 2% 3% Don’t Know 2% 5% 3% 2% 4% 6% 1% 2% 5%

11. I FEEL MOST CONFIDENT IN Samsung, 11% Sharp, 10% Akira, 5% LG, 32% Panasonic, 4% Don’t Know, 3% Aiwa, 2% Others, 4% Philips, 4% Sony, 24% Binatone, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 LG 34% 28% 29% 33% 33% 34% 40% 33% 27% Sony 27% 21% 24% 24% 26% 24% 29% 23% 23% Samsung 12% 10% 13% 12% 11% 6% 12% 11% 11% Sharp 9% 12% 13% 9% 9% 10% 9% 10% 12% Akira 4% 5% 5% 4% 4% 6% 2% 6% 4% Panasonic 4% 5% 4% 4% 5% 5% 2% 3% 7% Philips 2% 5% 4% 4% 2% 4% 2% 4% 4% Binatone 1% 4% 3% 3% 2% 4% 2% Aiwa 2% 1% 2% 2% 1% 1% 1% 2% Others 3% 4% 2% 3% 2% 4% 2% 3% 3% Don’t Know 2% 5% 3% 2% 4% 6% 1% 2% 5%

12. WOULD BE HONEST & SINCERE IN ADDRESSING MY NEEDS Samsung, 11% Sharp, 10% Akira, 5% LG, 33% Panasonic, 4% Don’t Know, 3% Aiwa, 2% Philips, 4% Others, 3% Sony, 24% Binatone, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 LG 36% 29% 29% 34% 32% 38% 41% 33% 29% Sony 26% 22% 24% 23% 25% 27% 26% 24% 23% Samsung 11% 11% 14% 11% 11% 3% 13% 10% 10% Sharp 10% 11% 13% 9% 11% 9% 10% 9% 12% Akira 5% 5% 5% 5% 4% 6% 2% 6% 4% Panasonic 4% 4% 4% 4% 5% 4% 1% 3% 7% Philips 2% 6% 4% 5% 2% 4% 2% 4% 4% Binatone 1% 3% 3% 2% 2% 1% 4% 2% Aiwa 2% 2% 2% 1% 2% 1% Others 1% 4% 2% 3% 2% 4% 2% 3% 3% Don’t Know 2% 5% 3% 2% 4% 6% 1% 2% 5%

13. WOULD MAKE ANY EFFORT TO SATISFY ME Samsung, 11% Sharp, 11% Akira, 5% Panasonic, 5% LG, 32% Don’t Know, 3% Aiwa, 2% Philips, 4% Sony, 24% Others, 2% Binatone, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 LG 35% 29% 30% 33% 32% 36% 41% 33% 28% Sony 26% 21% 23% 22% 26% 27% 26% 23% 23% Samsung 12% 10% 13% 12% 11% 4% 13% 11% 10% Sharp 10% 11% 13% 9% 10% 10% 9% 10% 12% Akira 5% 5% 5% 5% 5% 6% 3% 6% 4% Panasonic 4% 5% 4% 4% 6% 3% 2% 4% 7% Philips 2% 5% 3% 5% 2% 4% 2% 4% 4% Binatone 1% 4% 4% 2% 2% 1% 3% 2% Aiwa 2% 1% 3% 2% 1% 1% 2% 2% Others 1% 4% 2% 3% 1% 3% 2% 2% 3% Don’t Know 2% 5% 3% 2% 4% 6% 1% 2% 5%

14. WOULD NEVER DISAPPOINT ME Samsung, 11% Sharp, 10% Akira, 5% LG, 33% Panasonic, 4% Don’t Know, 3% Aiwa, 2% Others, 3% Philips, 3% Sony, 24% Binatone, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 LG 35% 30% 30% 34% 32% 36% 40% 34% 29% Sony 26% 22% 24% 23% 26% 29% 28% 23% 24% Samsung 11% 10% 13% 11% 11% 3% 12% 11% 10% Sharp 9% 11% 13% 9% 9% 9% 9% 10% 12% Akira 5% 5% 5% 4% 5% 6% 2% 6% 4% Panasonic 4% 4% 4% 4% 5% 3% 2% 3% 6% Philips 2% 5% 3% 4% 2% 3% 2% 4% 3% Binatone 1% 3% 3% 2% 2% 1% 3% 2% Aiwa 2% 1% 3% 2% 1% 1% 1% 2% Others 3% 4% 3% 4% 2% 4% 2% 3% 3% Don’t Know 2% 5% 4% 2% 4% 6% 1% 2% 5%

15. Our Contact • We are at 457B Titilayo Adedoyin, Omole Phase 1, Ikeja, Lagos-Nigeria. • We can also be reached through: • Our Website:www.brandhealthonline.com • Our E-mail:info@brandhealthonline.combrandhealth@yahoo.com • Our telephone numbers: 234-1- 7918154, 08035050078, 08036035191 …enabling bonding