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LAGER BEER CATEGORY

LAGER BEER 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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LAGER BEER CATEGORY

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  1. LAGER BEER 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.  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. LARGER BEER • OVERALL • 65% of our respondents were not drinkers of beer. That is, 350 out of 1000 respondents answered questions on beer. • A majority of the respondents, a fifth voted star beer as the most trusted brand in the category, star was mentioned spontaneously. • Star beer was trusted five times better than Gulder and ten times better than Harp beer. • 5% of the beer drinkers however believed that none of the brands can be trusted.

  8. GENDER • Three quarter of the female respondents claimed they do not drink beer. 57% of the male respondents also were not beer drinkers. • Expectedly, votes for the beer sub-category came mostly from men. Star beer was voted by a quarter of male respondents and by slightly above a tenth of the female respondents. The pattern was also the same for Gulder, Harp, and Heineken. • AGE • The bulk of the votes for Star beer came from respondents in the age bracket 25-34 years. • The votes for Gulder staggered across the various age brackets. • Most of the Votes for the various brands of beer came from the lower income class.

  9. LAGER BEER CATEGORY Star, 20% Don’t Know, 65% Harp, 2% Gulder, 4% None, 5% Heineken, 2% Others, 2% 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 Star 20% 20% 20% 20% 20% Gulder 4% 4% 4% 4% 4% Harp 2% 2% 2% 2% 2% Heineken 2% 2% 2% 2% 2% Others 2% 2% 2% 2% 2% None 5% 5% 5% 5% 5% Don’t Know 65% 65% 65% 65% 65%

  10. I OBTAIN WHAT I LOOK FOR IN LAGER BEER Star, 20% Don’t Know, 65% Harp, 2% Gulder, 4% None, 5% Heineken, 2% Others, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Star 26% 14% 17% 25% 17% 13% 17% 19% 23% Gulder 6% 2% 2% 4% 7% 5% 5% 2% 6% Harp 3% 1% 1% 3% 2% 4% 3% 2% 2% Heineken 2% 2% 2% 2% 2% 4% 3% 3% 1% Others 3% 1% 2% 2% 1% 1% 3% 2% None 4% 5% 5% 4% 5% 4% 3% 7% 3% Don’t Know 57% 75% 71% 60% 66% 69% 66% 65% 65%

  11. I FEEL MOST CONFIDENT IN Star, 20% Don’t Know, 65% Harp, 2% Gulder, 4% None, 5% Heineken, 2% Others, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Star 24% 13% 15% 25% 17% 13% 16% 19% 22% Gulder 7% 2% 3% 4% 7% 5% 5% 3% 6% Harp 4% 1% 1% 3% 3% 4% 3% 2% 2% Heineken 3% 2% 2% 2% 2% 4% 4% 3% 1% Others 1% 2% 2% 2% 1% 3% 1% 1% None 4% 5% 6% 4% 5% 4% 3% 7% 3% Don’t Know 57% 75% 71% 60% 66% 69% 66% 65% 65%

  12. WOULD BE HONEST & SINCERE IN ADDRESSING MY NEEDS Star, 20% Don’t Know, 65% Harp, 2% Gulder, 4% None, 5% Heineken, 2% Others, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Star 25% 13% 16% 25% 18% 13% 16% 19% 22% Gulder 6% 2% 3% 4% 6% 5% 5% 2% 6% Harp 3% 1% 1% 3% 2% 4% 2% 2% 2% Heineken 3% 2% 3% 2% 2% 4% 5% 3% 1% Others 2% 2% 1% 2% 1% 1% 3% 2% 1% None 4% 5% 5% 4% 5% 4% 3% 7% 3% Don’t Know 57% 75% 71% 60% 66% 69% 66% 65% 65%

  13. WOULD MAKE ANY EFFORT TO SATISFY ME Star, 20% Don’t Know, 65% Harp, 2% Gulder, 4% None, 5% Heineken, 2% Others, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Star 25% 13% 16% 25% 17% 13% 16% 19% 22% Gulder 6% 2% 3% 4% 7% 5% 5% 2% 6% Harp 4% 1% 1% 3% 3% 4% 2% 2% 2% Heineken 3% 2% 3% 2% 2% 4% 5% 3% 1% Others 1% 2% 1% 2% 1% 3% 2% 1% None 4% 5% 5% 4% 5% 4% 3% 7% 3% Don’t Know 57% 75% 71% 60% 66% 69% 66% 65% 65%

  14. WOULD NEVER DISAPPOINT ME Star, 20% Don’t Know, 65% Harp, 2% Gulder, 4% None, 5% Heineken, 2% Others, 2% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Star 24% 13% 16% 25% 17% 13% 16% 19% 22% Gulder 7% 2% 3% 4% 7% 5% 5% 3% 6% Harp 3% 1% 3% 3% 4% 2% 2% 2% Heineken 3% 2% 3% 2% 2% 4% 5% 3% 1% Others 2% 2% 1% 2% 1% 3% 1% 1% None 4% 5% 6% 4% 5% 4% 3% 7% 3% Don’t Know 57% 75% 71% 60% 66% 69% 66% 65% 65%

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