Online Leading Brands Romanian 2011

Leading Brandsby Romanian Internet Users 2011gemiusAdHoc
February 2011

About Gemius
Our products:
AdOcean
- Publisher adserver
gemiusDirectEffect
- Effectiveness of online campaigns
gemiusTraffic, gemiusHeatMap
- Users Behavior
gemiusAdHoc
- Quantitative research
gemiusFGI
- Qualitative research
Usability studies

About study
4th edition (2010, 2009, 2008)
The results of the study are compared with the data obtained in 2010 and statistical differences were investigated.
The study identifies the perception of the characteristics determining a leading and online brand.
Two main goals were achieved as a result of the study:
indication of the leading brands in various categories as perceived by the Romanian internet users
finding out which are the most online present brands, in Romanian internet users opinion

Research method
Data were gathered between 11th-20th January 2011
Invitations to take part in the survey were displayed on sites: eJobs.ro, Imedia, Rol.ro, Wall-Street, Corporate News and Digital 4.
Target group of the study are Romanian internet users aged 18-45.
The final sample (N) consists of 2337 questionnaires completed by Romanian internet users aged 18-45.
Results of the study were presented with the use of an analytical weight, based on data concerning structure of the online population in terms of gender and age of internet users.
The structural data was taken from the Omnibus study provided by Mercury Research.

Survey Structure
The survey was divided into three main sections:
leading brands and online presence characteristics
Romanianbrands: popularity, trustworthiness, onlinepresence
product categories (banks and insurance; personal care/cosmetics; auto; telecommunications).
The first two sections were displayed to all respondents
In the third section (product categories) one respondent was asked questions about only one product category.
Leading Brands and Online Presence Indices
values range between 0 and 1
created on the basis of the most important features indicated by users

Leading brands featuresWhich of the following features are, in your opinion, to the greatest extent those of a ‘leading brand’?Please indicate up to 2 features.
High quality of products or services is definitely the most important attribute when evaluating a brand.
It seems that Romanian internet users take less into consideration their peers opinion. It counts even less than a year before if the brand has a lot of fans or if it is widely known.
Overall the ranking of the most important features has not changed since 2010.
Base:All respondents N=2337
Source: gemiusAdHoc, February 2011

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 2 features.
The ranking used to determine the online presence index, is the same as it was last year.
Displaying a seamless online image has gained in importance.
The availability of the data on the internet has decreased compared to the 2011 readings.
This suggests that Romanian internet users are more demanding when it comes to the online image of a brand. Being online is a must, having a constantly improving image becomes more important as a value added feature.

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 your mind first?
Other brands, falling short of the TOP10, with more than 2% of internet users mentioning them among the Romanian brands most present on the internet are: Domo, Romtelecom, Poiana, Cotnari and Timisoreana.

Romanian popular brandsTop 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to your mind first?
Other brands, falling short of the TOP10, with 2% of internet users mentioning them among the most popular Romanian brands are: Timisoreana, Murfatlar, ProTV, Farmec, Romtelecom and Eugenia.

Romanian trustworthy brandsTop 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to your mind first?
Other brands, falling short of the TOP10, with 2% of internet users mentioning them among the most trustworthy Romanian brands are: Poiana, Napolact, Cotnari, CEC, BRD and eMag.

Personal Care – Online Presence Index
Base: respondents to whom the block of questions concerning personal care was displayed (N=586)

Banks & Insurance – Online Presence Index
Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=589)

Auto – Online Presence Index
Base: respondents to whom the block of questions concerning auto was displayed (N=555)

Telecommunication – Online Presence Index
Base: respondents to whom the block of questions concerning telecommunication was displayed (N=607)

Contact
Catalin Emilian,
Operations Manager
GEMIUS RESEARCH SRL
Str. CezarBolliac Nr. 8, Ap.6, Sector 3, Bucuresti
Phone: +40213233523
contact@gemius.ro

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Online Leading Brands Romanian 2011

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