• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Online Leading Brands Romania 2010
 

Online Leading Brands Romania 2010

on

  • 1,372 views

The first study on how brands are seen by Romanian Internet users, done by Gemius & Evensys (third edition)

The first study on how brands are seen by Romanian Internet users, done by Gemius & Evensys (third edition)

Statistics

Views

Total Views
1,372
Views on SlideShare
1,362
Embed Views
10

Actions

Likes
1
Downloads
47
Comments
0

1 Embed 10

http://www.slideshare.net 10

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Online Leading Brands Romania 2010 Online Leading Brands Romania 2010 Presentation Transcript

    • Leading Brands by Romanian Internet Users 2010 gemiusAdHoc February 2010
    • Table of contents About the study 3 Aim of the study 4 Research method 5 Executive summary 11 Results 14 Leading Brand features / Online Presence features 15 Romanian brands 18 Brands in product categories 22 Banks and insurance 23 Personal care/cosmetics 28 2 2 Auto 33 Telecommunications 38 Appendix - correlations on indices 43 2 Demographic profile 45
    • About the study
    • Aim of the study Goal of the study The report shows the results of a study conducted in Romania by Gemius in partnership with Evensys. Two main goals were achieved as a result of the study:  indication of the leading brands in various categories as perceived by Romanian internet users  discovering which brands have the greatest online presence in the opinion of Romanian internet users  insight into the influence on their ranking of the online presence of brands from four product categories. 4 4 The study also identifies the perception of the characteristics determining a leading and online brand. 4
    • Research method (I) Study 2010 - Method The applied research method was developed based on the experience and feedback gained from similar studies conducted in 2009 and 2008. The research data was gathered between 14th to 25th January 2010 using the CAWI (computer-assisted web interviewing) method. Invitations to take part in the survey were displayed randomly to internet users visiting selected websites belonging to the following publishers: eJobs.ro, EuropaFM.ro, HotNews.ro, Radio21.ro, Rol.ro, SapteSeri.ro and Wall-Street.ro. The target group of the study are Romanian internet Target group users aged 18-45. 5 5 The final sample (N) consists of 2,400 questionnaires Sample size completed by Romanian internet users aged 18-45. 5
    • Research method (IV) Analytical weights In order to ensure representativeness of data for the Romanian online population aged 18-45, the results of the study were presented using an analytical weight, based on data related to the structure of the online population in terms of gender and age of internet users, as well as the frequency of internet usage. The structural data was taken from the Omnibus study provided by Mercury Research. All research findings presented on the charts in the percentages refer to weighted data, whereas the sample size (N) presented in the slides refers to 6 6 unweighted data and shows the actual number of respondents who answered a particular question. 6
    • Research method (V) Survey structure (I) The survey was divided into three main sections according to different brand classes: 1. leading brands and online presence characteristics; 2. Romanian brands: popularity, trustworthiness, online presence; 3. product categories (banks and insurance; personal care/cosmetics; auto; telecommunications). The first two sections were displayed to all respondents and respondents were asked a set of open-end questions on the basis of which the „top 10‟ rankings of the most popular, trustworthy and online Romanian brands were created. 7 7 In the third section (product categories) one respondent was asked questions about only one product category. 7 All rankings in this report are based on the respondent declarations.
    • Research method (VI) Sample size by The number of respondents for each of the above survey structure sections was:  leading brands, online presence characteristics – 2,400;  Romanian brands – 2,400;  product categories – 600 respondents in each: banks and insurance; personal care/cosmetics; auto; telecommunications. 8 8 8
    • Research method (VII) Leading Brands and The Leading Brands Index was created on the basis of Online Presence the most important features of „leading brands‟ that Indices respondents were asked to indicate at the very beginning of the questionnaire. For each of the features a different weight was calculated proportionally to the percentage of respondents who indicated the feature as an important one for considering a brand as a leading one. The weights were calculated based on all respondents. The index values range between 0 and 1. The Online Presence Index was created analogically on 9 9 the basis of answers given by respondents to the question related to the features that are to the greatest extent the evidence of a brand‟s online presence. The index values range between 0 and 1. 9
    • Research method (VIII) Online Presence and To investigate whether a given brand‟s online presence Leading Brands influences the brand‟s position in the ranking in a given Indices correlations product category, correlations for each product category were calculated. The correlation for the product category is a mean of the correlations calculated individually for each brand for both indices in the given category. The higher the correlation for a given category, the more important the brand‟s online presence to its position in the ranking in this category (for more information see „More on indices and their correlations‟ section in the Appendix). 1 1 The report presents only results from the 2010 study. 0 0 10
    • Executive summary
    • Executive summary (I) Main results Dacia, BCR, Petrom, Arctic, Ursus and Murfatlar are the brands most present in Romanian internet user minds. These 6 brands dominate the unaided awareness tops when it comes to the most popular, most trustworthy and what internet usesr believe to be the Romanian brands with the greatest online presence. Some of the new entries in these tops include Emag, Rom and Poiana chocolate brands. Having high quality products/services and being widely known are the two most important characteristics of being a leading brand. Displaying its products and services online, specifying contact details and also 1 1 having the best possible image define the online 2 2 presence of a brand according to Romanian internet users. 12
    • Executive summary (II) Online presence positively correlates with the perception of brands Categories of as being „leading‟. Statistically the more „online present‟ the brand products is, the higher in the ranking of leading brands it is placed. The strongest relation can be observed in the case of the Telecommunications and Bank/Insurance categories. It is potentially more important for Telecommunications and Bank brands to have an online presence. The banks ING, BRD and BCR; the personal care companies Nivea, Gillette and Colgate; the car makers Mercedes-Benz, BMW and Audi; and the telecom companies Orange and Vodafone as well as Cosmote set the standards for leading brands. The brands with the most online presence are: ING, BRD and BCR 1 1 (banks); Avon, Oriflame and L‟Oreal (personal care companies); 3 3 BMW, Mercedes-Benz and Dacia (car makers); Orange, Vodafone and Cosmote (telecom companies). 13
    • Results
    • Leading Brand features / 1 1 5 5 Online Presence features 15
    • Leading brands features Which of the features given below are, in your opinion, to the greatest extent those of a ‘leading brand’? Please indicate up to 2 features. 0% 20% 40% 60% 80% 100% It has high quality products/services 62% Out of the six prompted characteristics that define a leading brand, having high It is widely known 45% quality products is considered to be the most important. It has products/services that sell very well 32% Being widely known comes second and having products that sell very well comes third, It is different from other brands 24% with almost one third of respondents mentioning this characteristic among the most Its product/services are innovative 14% important two characteristics of a leading brand. 1 1 Having lots of fans is rather 6 6 It has a lot of fans 8% not an important characteristic for being a leading brand in the opinion of Romanian None of the above 2% internet users. 16 Base: All respondents N=2,400 Source: gemiusAdHoc, February 2010
    • Brand’s online presence features Which 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. 0% 20% 40% 60% 80% 100% Necessary data about its products/services and contact details 46% are available online The most important characteristic for determining Its online image [website, banners, the online presence of a brand design, graphics] is seamless and 38% is showcasing its products / constantly improving services and having contact details available online. Its products can be bought via the internet 30% Having a seamless and constantly improving online Communicates with its clients online image is mentioned by 38% of through as many ways as possible- respondents among the two 27% blog, newsletters, social networks, most important characteristics etc... that define the online presence It is intensively promoted online of a brand. (banners, sponsored links, contextual, 26% 1 1 etc...) Being discussed intensively 7 7 on social networking sites It is intensively discussed by internet seems not to be among the users on blogs, online f orums, chats 14% most important characteristics and social networks of the online presence of a brand according to internet 17 users. None of the above 3% Base: All respondents N=2,400 Source: gemiusAdHoc, February 2010
    • Romanian brands
    • Romanian brands most present on the internet Top 10 (spontaneous answers) When you think about Romanian brands most present on the internet, which brands come to your mind first? 80% Other brands, falling short of the TOP10, with 2% of 70% internet users mentioning them among the most present on the internet Romanian 60% brands are: Domo, Borsec, Dorna, Rompetrol and Jolidon. 50% Emag (5th place) and Ejobs 40% (9th place) are the only 30% “online brands” in the Top10. 30% 20% 10% 10% 7% 1 1 4% 4% 3% 3% 3% 3% 3% 9 9 0% 19 PLEASE NOTE– the result for Ejobs (*) is presented on the basis of the answers of only those respondents who saw the questionnaires displayed on the websites other than Ejobs (N= 753) Base: All respondents N=2400 Source: gemiusAdHoc, February 2010
    • Romanian popular brands Top 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to your mind first? 80% Other brands, falling short of the TOP10, with 2% of 70% internet users mentioning them among the most popular Romanian brands are: 60% Eugenia, Dorna, Napolact, Cotnari, Romtelecom, Altex 50% and Dero. 40% 33% 30% 20% 10% 6% 5% 5% 2 2 5% 4% 4% 4% 3% 3% 0 0 0% Dacia Ursus Petrom Arctic BCR Murf atlar Borsec Poiana Rom CEC 20 Base: All respondents N=2400 Source: gemiusAdHoc, February 2010
    • Romanian trustworthy brands Top 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to your mind first? 80% Other brands, falling short of the TOP10, with 2% of 70% internet users mentioning them among the most 60% trustworthy Romanian brands are: Romtelecom, BRD, Jolidon, Poiana, Gerovital, 50% Banca Transilvania, Tarom, Farmec and Rompetrol. 40% 30% 27% 20% 10% 7% 6% 5% 5% 5% 2 2 4% 4% 4% 3% 1 1 0% Dacia BCR Arctic Petrom Borsec Murf atlar Dorna CEC Napolact Ursus 21 Base: All respondents N=2400 Source: gemiusAdHoc, February 2010
    • Brands in product categories
    • Banks and insurance
    • Unaided awareness – banks and insurance (top 10) Which bank and insurance brands are you familiar with or at least have heard of? 80% TOP of MIND results: 80% 70% (first spontaneous mention) 70% 60% 50% 60% 40% 56% 30% 25% 22% 50% 20% 14% 7% 43% 10% 3% 3% 3% 3% 2% 2% 41% 40% 0% 30% 20% 20% 11% 11% 10% 2 2 10% 8% 7% 7% 4 4 0% 24 Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Aided awareness – banks and insurance Which bank and insurance brands are you familiar with or at least have heard of? 100% 95% 95% 92% 92% 90% 90% 89% 86% 86% 85% 84% 84% 80% 80% 73% 71% 61% 60% 60% 40% 20% 2 2 5 5 0% 25 Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Banks and insurance – Leading Brands Index 0,80 0,70 The Leading Brands Index for banks and insurance companies reveals that ING is 0,60 on the first place, followed by BCR and BRD. 0,50 The second group of brands, 0,40 with compact Leading Brands 0,40 Indices readings is composed of Raiffeisen, Allianz-Tiriac, 0,31 0,31 CEC and Banca Transilvania. 0,30 0,24 0,24 0,23 0,22 0,20 0,17 0,15 0,14 0,14 0,11 0,10 2 2 0,10 0,08 0,07 6 6 0,06 0,06 0,00 26 Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Banks and insurance – Online Presence Index 0,80 0,70  There is a larger distance between ING and the rest of 0,60 the brands in terms of online presence, compared to leading brand index. 0,50 0,40 Also, the differences among 0,40 the other brands are not so big, when it comes to the online presence index. 0,30 0,27 0,25 0,21 0,19 0,19 0,20 0,15 0,13 0,13 0,12 0,12 0,11 0,11 0,10 0,10 2 2 0,10 0,08 0,07 7 7 0,00 27 Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Personal care/cosmetics
    • Unaided awareness – Top 10 personal care Which personal care/cosmetics brands are you familiar with or at least have heard of? 80% TOP of MIND results: 80% 70% (first spontaneous mention) 70% 60% 50% 60% 40% 30% 17% 50% 20% 11% 8% 10% 6% 6% 5% 4% 4% 3% 3% 40% 0% 30% 30% 27% 19% 18% 20% 11% 11% 11% 9% 2 2 10% 8% 6% 9 9 0% 29 Base: respondents to whom the block of questions concerning personal care products was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Aided awareness – personal care/cosmetics Which personal care/cosmetics brands are you familiar with or at least have heard of? 100% 95% 95% 93% 93% 93% 92% 91% 91% 91% 90% 89% 85% 85% 79% 80% 75% 72% 69% 60% 40% 20% 3 3 0 0 0% 30 Base: respondents to whom the block of questions concerning personal care products was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Personal care/cosmetics – Leading Brands Index 0,80 0,70  Nivea and Gillette are seen as the two most successful brands in Personal Care. 0,60 The second group of brands is composed of Colgate, Dove 0,50 and L‟Oreal. 0,43 0,43 0,40 0,39 0,40 0,38  The third group consists of 0,34 0,33 0,32 Avon, Blend-a-med and Vichy 0,30 0,28 0,28 0,27 0,26 0,24 0,23 0,19 0,20 0,17 0,14 3 3 0,10 1 1 0,00 31 Base: respondents to whom the block of questions concerning personal care products was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Personal care/cosmetics – Online Presence Index 0,80 0,70 Avon is the personal care brand most present online, with a significant advantage 0,60 compared to the other brands. Oriflame and L‟Oreal are on 0,50 the 2nd and 3rd place in terms of online presence. 0,40 0,32 0,30 0,24 0,22 0,20 0,20 0,19 0,18 0,20 0,16 0,14 0,13 0,13 0,13 0,11 0,11 0,11 0,10 3 3 0,10 0,09 2 2 0,00 32 Base: respondents to whom the block of questions concerning personal care products was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Auto
    • Unaided awareness – auto (top 10) Which car brands are you familiar with or at least have heard of? 80% 80% 70% 70% 60% 50% 40% 37% 60% 30% 49% 20% 50% 10% 9% 7% 10% 5% 4% 4% 4% 2% 1% 40% 0% 30% 30% 27% 27% 24% 22% 20% 15% 12% 3 3 10% 7% 4 4 6% 0% 34 Base: respondents to whom the block of questions concerning cars was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Aided awareness – auto Which of the following car brands given below are you familiar with or at least have heard of? 100% 95% 94% 93% 93% 93% 93% 92% 92% 92% 92% 90% 89% 88% 88% 87% 87% 86% 85% 84% 81% 80% 60% 40% 20% 3 3 5 5 0% 35 Base: respondents to whom the block of questions concerning cars was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Auto – Leading Brands Index 0,80 0,70 Mercedes-Benz and BMW are seen as the top leading brands in Auto category. 0,60 0,54 0,53 Audi and Volkswagen come in the second group, at a 0,50 0,47 0,46 significant distance from the rest of the brands. 0,40 0,30 0,29 0,30 0,27 0,26 0,26 0,23 0,22 0,21 0,20 0,17 0,15 0,15 0,14 0,11 0,11 0,10 3 3 0,09 6 6 0,10 0,00 36 Base: respondents to whom the block of questions concerning cars pro was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Auto – Online Presence Index 0,80 0,70  The difference in online presence are not that big as those in the leading index of 0,60 the auto category. BMW and Mercedes-Benz are 0,50 on the first two places, followed closely by Dacia, 0,40 Volkswagen and Audi. 0,34 0,32 0,31 0,30 0,29 0,30 0,23 0,22 0,21 0,21 0,19 0,18 0,18 0,20 0,16 0,16 0,15 0,15 0,15 0,14 0,14 0,13 3 3 0,10 7 7 0,00 37 Base: respondents to whom the block of questions concerning cars pro was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Telecommunications
    • Unaided awareness – telecommunications Which telecommunications brands are you familiar with or at least have heard of? 80% 78% 80% 74% 70% 70% 60% 63% 50% 40% 60% 40% 30% 25% 50% 20% 11% 10% 10% 3% 40% 0% 30% 23% 20% 12% 3 3 10% 9 9 3% 3% 2% 0% 39 Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Aided awareness – telecommunications Which of the following telecommunications brands are you familiar with or at least have heard of? 100% 94% 93% 93% 92% 88% 80% 73% 60% 40% 20% 4 4 0 0 0% Orange Romtelecom Vodaf one Cosmote RDS-RCS UPC 40 Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Telecommunications – Leading Brands Index 0,80 0,70 Orange and Vodafone are seen as leaders of Telecom in Romania. 0,60 Cosmote follows close, while Romtelecom and RDS-RCS 0,50 0,47 0,47 with the same indices readings 0,43 share the 4th - 5th places. 0,40 0,30 0,24 0,24 0,20 0,11 4 4 0,10 1 1 0,00 Orange Vodaf one Cosmote Romtelecom RDS-RCS UPC 41 Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Telecommunications – Online Presence Index 0,80 0,70 The same brands which are the most widely known and perceived as leading take the 0,60 top 3 places in online presence 0,52 ranking. Their order is also 0,49 similar: Orange followed by 0,50 Vodafone and Cosmote. 0,40 0,37 0,30 0,21 0,19 0,20 0,13 4 4 0,10 2 2 0,00 Orange Vodaf one Cosmote Romtelecom RDS-RCS UPC 42 Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600) Source: gemiusAdHoc, February 2010
    • Appendix - correlations on indices
    • Correlations between the brand’s position in the ranking of leading brands and brand presence on the internet To investigate whether a 0,80 brand‟s online presence influences the brand‟s position 0,70 in the ranking of a given category, correlations for each 0,61 product category were 0,60 0,56 calculated. 0,50 0,47 0,47 The higher the correlation for a given category, the more online presence is influential 0,40 on a brand‟s position in the ranking for this category. 0,30 Based on the correlations, it can be observed that online presence strongly influences a 0,20 brand‟s position in the Telecom and Bank/Insurance rankings. 4 4 0,10 4 4 0,00 Telecommunications Banks an insurances Personal Care Cars 44 Base: respondents to whom the particular blocks of questions were displayed (N=600 for each category) Source: gemiusAdHoc, February 2010
    • Demographic profile
    • Gender and age Gender Age Male 35% 29% 18-24 52% 48% 25-34 Female 35-45 36% 4 4 6 6 46 Base: all respondents (N=2,400) Source: gemiusAdHoc, February 2010
    • Occupational status Please indicate your present occupational status. 0% 20% 40% 60% 80% 100% Employee with a university degree 36% Scholar, student 14% Unemployed 10% General Manager (executive) or middle manager 9% Qualified worker 8% I have my own company or work as an 5% independent contractor Homekeeper 5% Unqualified worker 4 4 2% 7 7 Pensioner 1% Other 11% 47 Base: All respondents N=2,400 Source: gemiusAdHoc, February 2010
    • Level of education What is your level of education at the moment? 100% 80% 60% 56% 40% 21% 20% 15% 4% 3% 1% 0% 4 4 Primary Secondary Secondary Post-secondary High education Higher 8 8 vocational education vocational education 48 Base: All respondents N=2,400 Source: gemiusAdHoc, February 2010
    • Size of place of residence and monthly income What is the population of your place of your residence? What is your monthly income? Size of place Monthly of residence income 100% 100% 80% 80% 60% 60% 40% 33% 35% 40% 25% 14% 14% 18% 20% 8% 10% 20% 8% 9% 10% 0% 0% 4 4 9 9 49 Base: all respondents (N=2,400) Source: gemiusAdHoc, February 2010
    • The frequency and duration of internet usage How often do you use the internet How long have you been using the internet? Frequency of Internet tenure internet usage 100% 80% 67% 60% 40% 25% 20% 1% 2% 5% 68% 32% 0% 5 5 0 0 50 every day less than every day Base: all respondents (N=2,400) Source: gemiusAdHoc, February 2010
    • Contact GEMIUS RESEARCH SRL "Business Center Vitan“ Please contact us for inquiries regarding the Str. Aniversarii, Nr. 41, position of your brand in the categories of this study and/or for special analysis and Modul 506, Sector 3, correlations including Top of Mind data for any Bucuresti open question and usage data concerning any Mobile: +40745202328 brand in the research. contact@gemius.ro