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Most Trusted Brand Survey - Malt Drinks Category Report

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14 diapositives · 303 Views · Jul 31, 2014

Discover the insights from the 2009 survey tracking consumer trust in malt drink brands. Learn which brands excel in bonding with consumers across age groups and social classes in the Lagos market.

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Most Trusted Brand Survey - Malt Drinks Category Report
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  1. MALT 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. MALT DRINK • Overall • 95% of the respondents interviewed were users of malt category. • These respondents (56%) voted Malta Guinness as the most trusted brand of malt in the Lagos market. The voting were similar for all the attributes of trust measured. • Maltina was voted by 22% of the respondents as the malt brand that best bond with the consumers. • Amstel Malt and Hi-malt were voted by 7% and 6% respectively. • Gender • There was no variation in terms of voting pattern between males and females.

  8. Age • The younger respondents aged 18-24yrs contributed more in voting Malta Guinness as the most trusted brand • 35-45yrs believed in Maltina more than other age groups. • Social Class • All the social classes voted almost equally for Malta Guinness as the most trusted brand. • Slightly more respondents in the lower class nominated Maltina.

  9. MALT DRINKS CATEGORY Maltina, 22% Malta Guiness, 56% Amstel Malta, 7% Don’t Know, 5% Hi Malt, 6% Others, 3% None, 1% 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 Malta Guinness 56% 55% 56% 55% 57% Maltina 22% 22% 21% 23% 21% Amstel Malta 7% 7% 7% 6% 6% Hi Malt 5% 6% 6% 5% 6% Others 4% 4% 4% 5% 4% None 1% 1% 1% 1% 1% Don’t Know 5% 5% 5% 5% 5%

  10. I OBTAIN WHAT I LOOK FOR IN MALT DRINKS Maltina, 22% Malta Guiness, 56% Amstel Malta, 7% Don’t Know, 5% Hi Malt, 5% Others, 4% None, 1% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Malta Guinness 55% 56% 49% 60% 57% 53% 55% 60% 51% Maltina 22% 23% 27% 21% 22% 17% 18% 22% 24% Amstel Malta 7% 7% 7% 6% 9% 8% 12% 7% 5% Hi Malt 5% 6% 7% 5% 3% 5% 3% 3% 9% Others 5% 3% 5% 4% 5% 4% 1% 3% 8% None 1% 1% 1% 1% 2% 1% 1% Don’t Know 5% 4% 4% 4% 5% 11% 10% 4% 3%

  11. I FEEL MOST CONFIDENT IN Maltina, 22% Malta Guiness, 55% Amstel Malta, 7% Don’t Know, 5% Hi Malt, 6% Others, 4% None, 1% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Malta Guinness 55% 55% 49% 61% 54% 54% 53% 60% 51% Maltina 22% 23% 27% 19% 25% 16% 19% 22% 24% Amstel Malta 6% 7% 6% 6% 8% 8% 12% 7% 4% Hi Malt 4% 7% 8% 5% 3% 5% 3% 3% 9% Others 7% 3% 5% 5% 4% 4% 2% 3% 9% None 1% 1% 1% 1% 2% 1% 1% Don’t Know 5% 4% 4% 4% 5% 11% 10% 4% 3%

  12. WOULD BE HONEST & SINCERE IN ADDRESSING MY NEEDS Maltina, 21% Malta Guiness, 56% Amstel Malta, 7% Don’t Know, 5% Hi Malt, 6% Others, 4% None, 1% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Malta Guinness 55% 56% 48% 62% 54% 54% 53% 61% 51% Maltina 21% 22% 25% 20% 23% 15% 17% 21% 24% Amstel Malta 7% 7% 8% 5% 8% 8% 12% 7% 4% Hi Malt 5% 7% 8% 5% 4% 6% 6% 3% 9% Others 6% 3% 6% 4% 5% 4% 1% 3% 9% None 1% 1% 1% 1% 2% 1% 1% Don’t Know 5% 4% 4% 4% 5% 11% 10% 4% 3%

  13. WOULD MAKE ANY EFFORT TO SATISFY ME Maltina, 23% Malta Guiness, 55% Amstel Malta, 6% Don’t Know, 5% Hi Malt, 5% Others, 5% None, 1% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Malta Guinness 55% 56% 48% 60% 56% 55% 54% 61% 51% Maltina 22% 23% 27% 20% 25% 14% 18% 22% 25% Amstel Malta 6% 6% 7% 5% 7% 8% 12% 6% 4% Hi Malt 4% 7% 7% 6% 2% 5% 4% 3% 8% Others 7% 3% 6% 5% 4% 5% 1% 3% 9% None 1% 1% 1% 1% 2% 1% 1% Don’t Know 5% 4% 4% 4% 5% 11% 10% 4% 3%

  14. WOULD NEVER DISAPPOINT ME Maltina, 21% Malta Guiness, 57% Amstel Malta, 6% Don’t Know, 5% Hi Malt, 6% Others, 4% None, 1% Male Female 18-24 25-34 35-44 45+ AB C D Base 560 440 285 429 190 96 172 418 410 Malta Guinness 57% 57% 50% 61% 57% 57% 57% 62% 51% Maltina 21% 22% 25% 20% 24% 11% 14% 21% 24% Amstel Malta 6% 6% 7% 5% 7% 7% 11% 6% 4% Hi Malt 5% 7% 8% 6% 2% 5% 4% 3% 9% Others 5% 3% 5% 4% 4% 6% 1% 3% 9% None 1% 1% 1% 1% 3% 3% 1% Don’t Know 5% 4% 4% 4% 5% 11% 10% 4% 3%