Leading Brands By Romanian Internet Users 2008

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

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Leading Brands By Romanian Internet Users 2008

  1. Leading Brands by Romanian Internet Users Research on Romanian Internet users gemiusAdHoc February 2008
  2. Table of Contents (1) The aim of the research......................................................................................3 Research method...............................................................................................5 Executive summary...........................................................................................14 Results............................................................................................................17 Brands in general.......................................................................................18 Romanian brands.......................................................................................22 Online brands............................................................................................26 Brands in product categories........................................................................30 2 • Banks and insurance……………………………………………………………………………………….….31 • Personal care/cosmetics…………………………………………………………………………………....36
  3. Table of Contents (2) • IT………………………………………………………………………………………………………………………...41 • Cars……………………………………………………………………………………………………………..……..46 • Telecommunications…………………………………………………………………………………….…...51 • Electronic products…………………………………………………………………………………………..…56 Appendix.........................................................................................................60 • Additional information concerning indices and how they correspond with each other ………………………………………………………………………………………………………………....61 Respondents` Profile..................................................................................66 3
  4. The aim of the research 4
  5. The aim of the research The report shows the results of a study conducted in Romania by Gemius in partnership with Evensys. Thanks to the study two main goals were achieved: • indication of the leading brands in various categories as perceived by the Romanian Internet users aged 18-45; • insight in the influence of online presence of brands from 6 product categories on the their position in the ranking. 5
  6. Research method 6
  7. Research method (1) To obtain as comprehensive and adequate results as possible, the research was divided into two stages: • explanatory study (pre-test) • the main study. 7
  8. Research method (2) The explanatory study was based on a short survey aimed to find out basic information about: • the popularity of brands among the Romanian Internet users; • the categories of products perceived by the respondents as the most strongly present on the Internet; • the attributes of brands important for respondents while choosing a brand. The results of the pre-test survey were used as a base to prepare a questionnaire for the main study. The explanatory research was conducted from 14 till 15 January 2008 with the use of the CAWI method (computer-aided web interviewing). Respondents were invited to take part in the study with the use of pop-up questionnaires emitted randomly to Internet users visiting the rol.ro web site. 8 During the research 88 questionnaires were gathered form the Romanian Internet users aged 18-45.
  9. Research method (3) During the main study the data was gathered with the use of the CAWI method (computer-aided web interviewing). The invitations to the questionnaire were emitted randomly to Internet users visiting selected web sites belonging to the following publishers: Neogen, Hotnews, Rol.ro, Internetcorp, Iqads, Boom and GSP. The data was gathered from 7 till 13 February 2008. The questionnaire was divided into two parts. The first part, containing questions about brands in general, Romanian brands in general and online brands, was shown to all respondents. The second part consisted of the sets of questions devoted to the brands in product categories. Each set of questions was shown randomly to approximately 1/6 of all participants. The final sample consists of 2092 questionnaires completed by Romanian Internet users aged 18-45, whereas the number of respondents for the sets of questions about each product category was as follows: banks and insurance – 352, personal 9 care/cosmetics – 324, IT – 324, cars – 340, telecommunications – 349, electronics – 389.
  10. Research method (4) In order to ensure representativeness of the data for the Romanian online population aged 18-45, the results of the study were presented with the use of an analytical weight, based on data concerning the structure of the online population in terms of the 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 as a percentage on the charts refer to weighted data whereas the sample size (N) presented on the slides refers to the unweighted data and constitutes the base of the percentage. 10
  11. Research method (5) The following classes of brands were taken into account during the survey: • general; • general Romanian; • general online (brands that exist only on the Internet); • product categories (banks and insurance; personal care/cosmetics; IT; cars; telecommunications; electronic products). As far as the first two classes of brands (general, general Romanian) are concerned, the respondents were asked a set of open-ended questions. Based on their responses (only unaided awareness) the ‘top ten’ rankings of the most popular, trustworthy and present on the Internet brands were created. In the case of general online brands the following results are presented: unaided and 11 aided brand awareness rankings as well as Leading Brands Index, whereas for brands in the product categories also the Online Presence Index is available. It needs to be emphasised that all rankings in this report are based on the respondents declaration.
  12. Research method (6) The Leading Brands Index was created on the basis of the most important features of ‘leading brands’ that respondents were asked to indicate at the very beginning of the questionnaire. For each of the features a different weight was calculated that is proportional to the percentage of respondents who indicated the feature as important to consider a brand as leading. The weights were calculated on the basis of all respondents. The index values range between 0 and 1. The Online Presence Index was created analogically on the basis of the answers given by the respondents to the question related to the features that are to the greatest extent the evidence of brand’s online presence. The index values range between 0 and 1. 12
  13. Research method (7) To investigate whether a given brand online presence influences such brand’s position in the ranking in a given product category, correlations for each product category were counted. The correlation for the product category is a mean from correlations counted separately for each brand for both indexes in the given category. The higher is the correlation for a given category, the more brand online presence is important to the brand position in the ranking in this category (for more information see „Additional analysis” section in the Appendix). 13
  14. Executive summary 14
  15. Executive summary (1) Based on the study results, Coca-Cola and Nokia seem to have a very strong position among Romanian Internet users aged 18-45 as far as brands in general are concerned. Both brands are perceived as the most popular and trustworthy by the highest percentage of respondents. In the case of general Romanian brands, Dacia is the leader in all three rankings – it appears to be the most popular, trustworthy and the most present on the Internet Romanian brand in the opinion of Romanian Internet users aged 18-45. 15
  16. Executive summary (2) To investigate whether the brand online presence influences the brand position in the ranking in a given product category, correlations for each product category were calculated. The higher is the correlation for a given category, the more online presence is important to a brand position in the ranking in this category. Based on the correlations it can be seen that online presence the most influences brands position in the rankings for electronic products, cars and telecommunications. 16
  17. Results 17
  18. Brands in general 18
  19. The most popular brands – in general Top 10 (spontaneous answers) When you think about popular brands, which brands come to mind first? 35% 35% 30% 25% 20% 15% 13% 10% 9% 9% 10% 8% 8% 6% 5% 4% 5% 19 0% N= 2092 Source: gemiusAdHoc, February 2008
  20. The most trustworthy brands – in general Top 10 (spontaneous answers) When you think about trustworthy brands, which brands come to mind first? 35% 30% 25% 20% 19% 14% 15% 11% 10% 9% 10% 8% 6% 5% 5% 5% 4% 20 0% N= 2092 Source: gemiusAdHoc, February 2008
  21. Brands most present on the Internet – in general Top 10 (spontaneous answers) When you think about brands most present on the Internet, which brands come to mind first? 35% 30% 25% 20% 16% 14% 15% 12% 11% 11% 10% 9% 5% 5% 5% 4% 3% 21 0% N= 2092 Source: gemiusAdHoc, February 2008
  22. Romanian brands 22
  23. Romanian popular brands Top 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to mind first? 34% 35% 30% 25% 20% 15% 10% 6% 6% 5% 4% 4% 4% 5% 3% 3% 3% 23 0% N= 2092 Source: gemiusAdHoc, February 2008
  24. Romanian trustworthy brands Top 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to mind first? 35% 30% 25% 20% 17% 15% 10% 6% 5% 4% 4% 4% 3% 3% 3% 5% 2% 24 0% N= 2092 Source: gemiusAdHoc, February 2008
  25. 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 mind first? 35% 30% 23% 25% 20% 15% In response to this question, 3% of respondents indicated Vodafone. Since it is not a Romanian brand, this result is 10% 8% not included in this ranking. 4% 3% 5% 3% 3% 3% 2% 2% 2% 0% 25 N= 2092 PLEASE NOTE– the result for Neogen (*) is presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the Neogen (N= 1616) Source: gemiusAdHoc, February 2008
  26. Online brands 26
  27. Unaided brand awareness – Online brands (top 10) Which brands do you know (or at least have heard of) as far as Internet brands (brands that exist only on the Internet) are concerned? 60% 50% 40% 30% In response to the question 3% of respondents indicated 20% 16% Nokia , 2% - Coca-Cola and 13% Vodafone. Since they are not online brands, their results are not included in this 10% 7% ranking. 5% 4% 3% 2% 2% 2% 2% 0% 27 N= 2092 PLEASE NOTE – the results for brands marked by ‘*’ are presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the selected publishers (Neogen N= 1616, eJobs N= 1829; BestJobs.ro – 1616; HotNews - 1908) Source: gemiusAdHoc, February 2008
  28. Aided brand awareness – Online brands Which of the Internet brands (brands that exist only on the Internet) given below do you know (or at least have heard of)? Google 96% Yahoo 92% Youtube 88% eJobs.ro* 86% BestJobs.ro* 83% Hi5 70% Kappa.ro* 68% Ocazii.ro* 61% Acasa.ro* 58% ROL.ro* 53% Trilulilu.ro 46% HotNews.ro* 43% eMag.ro* 43% Eva.ro 39% Wall-Street.ro* 39% 28 None of the above 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N= 2092 PLEASE NOTE – the data for brands marked by ‘*’ are presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the selected publishers. (eJobs.ro N= 1829; BestJobs N= 1616; Kappa.ro N= 1826; Ocazii.ro N= 1826; Acasa.ro N= 1826; ROL.ro N= 1758; HotNews.ro N= 1908; Wall-Street.ro N= 1829) Source: gemiusAdHoc, February 2008
  29. Online brands – Leading Brands Index 0,70 0,64 0,60 0,52 0,50 0,40 0,37 0,30 0,30 0,23 0,19 0,20 0,13 0,11 0,11 0,11 0,10 0,10 0,09 0,08 0,10 0,07 0,00 29 N= 2092 PLEASE NOTE – the results for brands marked by ‘*’ are presented on the basis of the answers of only those respondents who saw the questionnaires emitted on the web sites other than those belonging to the selected publishers (eJobs.ro N= 1829; BestJobs N= 1616; HotNews.ro N= 1908; Wall-Street.ro N= 1829; Ocazii.ro N= 1826; Kappa.ro N=1826 Acasa.ro N= 1826; ROL.ro N= 1758;) Source: gemiusAdHoc, February 2008
  30. Brands in product categories 30
  31. Banks and insurance 31
  32. Unaided brands awareness – banks and insurance (top 10) Which brands do you know (or at least have heard of) as far as banks and insurance are concerned? 60% 50% 46% 43% 41% 40% 30% 20% 16% 15% 14% 9% 9% 8% 8% 10% 0% 32 ‘Tiriac’ was indicated by many respondents as a separate brand (as it is presented on the chart) although such a brand does not exist. Based on the study it is impossible to define what particular brand (e.g. Allianz-Tiriac or Unicredit-Tiriac) respondents had in N= 352 mind while indicating ‘Tiriac’. Source: gemiusAdHoc, February 2008
  33. Aided brands awareness – banks and insurance Which brands do you know (or at least have heard of) as far as banks and insurance are concerned? Raiffeisen 95% BRD 95% Allianz -Tiriac 94% BCR 93% ING 93% CEC 92% Banca Transilvania 92% Bancpost 90% Unicredit -Tiriac 84% ABN AMRO 83% Aviva 82% 33 Millenium Bank 70% None of the above 1% N= 352 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: gemiusAdHoc, February 2008
  34. Banks and insurance – Leading Brands Index 0,70 0,60 0,50 0,42 0,40 0,32 0,29 0,27 0,27 0,30 0,23 0,19 0,17 0,16 0,15 0,20 0,14 0,10 0,10 0,00 34 N=352 Source: gemiusAdHoc, February 2008
  35. Banks and insurance – Online Presence Index 0,70 0,60 0,50 0,42 0,39 0,38 0,37 0,40 0,30 0,29 0,30 0,25 0,24 0,24 0,21 0,21 0,17 0,20 0,10 0,00 35 N= 352 Source: gemiusAdHoc, February 2008
  36. Personal care/cosmetics 36
  37. Unaided brand awareness – personal care/cosmetics (top 10) Which brands do you know (or at least have heard of) as far as personal care/cosmetics are concerned? 60% 50% 39% 40% 30% 28% 30% 23% 20% 14% 12% 8% 10% 6% 5% 5% 37 0% N=327 Source: gemiusAdHoc, February 2008
  38. Aided brand awareness – personal care/cosmetics Which brands do you know (or at least have heard of) as far as personal care/cosmetics are concerned? Nivea 98% Avon 97% Dove 96% Blend-a-med 96% Colgate 95% Oriflame 95% L`Oreal 92% Garnier 92% Head&Shoulders 91% Wella 88% Maybelline 88% Max Factor 84% 38 Vichy 77% None of the above 1% N= 327 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: gemiusAdHoc, February 2008
  39. Personal care/cosmetics – Leading Brands Index 0,70 0,60 0,50 0,45 0,37 0,36 0,35 0,40 0,31 0,30 0,29 0,29 0,27 0,30 0,23 0,21 0,18 0,20 0,16 0,10 0,00 39 N= 327 Source: gemiusAdHoc, February 2008
  40. Personal care/cosmetics – Online Presence Index 0,70 0,60 0,50 0,40 0,35 0,30 0,30 0,30 0,30 0,25 0,25 0,24 0,23 0,20 0,19 0,19 0,17 0,20 0,15 0,10 0,00 40 N= 327 Source: gemiusAdHoc, February 2008
  41. IT 41
  42. Unaided brands awareness – IT (top 10) Which brands do you know (or at least have heard of) as far as IT is concerned? 60% 50% 40% 30% 26% In response to the question 11% of respondents indicated Google and 7% - Yahoo. 20% Since they are not IT brands, 12% 12% their results are not included 10% in this ranking. 9% 8% 7% 7% 7% 10% 5% 42 0% N= 324 Source: gemiusAdHoc, February 2008
  43. Aided brands awareness – IT Which of the IT brands given below do you know (or at least have heard of)? Microsoft 98% IBM 94% Toshiba 88% Intel 86% Apple 84% hp 83% Fujitsu 81% Benq 74% Dell 73% AMD 65% Acer 64% 43 Asus 63% None of the above 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N= 324 Source: gemiusAdHoc, February 2008
  44. IT – Leading Brands Index 0,70 0,60 0,55 0,50 0,45 0,44 0,41 0,36 0,40 0,33 0,30 0,24 0,22 0,21 0,19 0,20 0,13 0,13 0,10 44 0,00 N= 324 Source: gemiusAdHoc, February 2008
  45. IT – Online Presence Index 0,70 0,59 0,60 0,50 0,44 0,41 0,38 0,37 0,40 0,34 0,29 0,28 0,26 0,30 0,25 0,25 0,23 0,20 0,10 0,00 45 N= 324 Source: gemiusAdHoc, February 2008
  46. Cars 46
  47. Unaided brands awareness – cars (top 10) Which brands do you know (or at least have heard of) as far as cars are concerned? 60% 50% 40% 38% 40% 30% 23% 21% 18% 20% 13% 9% 8% 7% 7% 10% 0% 47 N= 340 Source: gemiusAdHoc, February 2008
  48. Aided brands awareness – cars Which of the car brands given below do you know (or at least have heard of)? Renault 89% Opel 89% Audi 87% BMW 86% Dacia 86% Nissan 86% Peugeot 86% Mercedes -Benz 86% Toyota 85% Volkswagen 85% Ford 83% Citroen 82% Honda 81% 48 Kia 77% None of the above 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% N= 340 Source: gemiusAdHoc, February 2008
  49. Cars – Leading Brands Index 0,70 0,60 0,53 0,52 0,46 0,50 0,43 0,40 0,30 0,28 0,27 0,30 0,23 0,23 0,22 0,21 0,20 0,15 0,13 0,12 0,10 0,00 49 N= 340 Source: gemiusAdHoc, February 2008
  50. Cars – Online Presence Index 0,70 0,60 0,50 0,40 0,40 0,38 0,38 0,37 0,37 0,36 0,36 0,40 0,34 0,32 0,31 0,29 0,27 0,30 0,20 0,10 0,00 50 N= 340 Source: gemiusAdHoc, February 2008
  51. Telecommunications 51
  52. Unaided brands awareness – telecommunications Which brands do you know (or at least have heard of) as far as telecommunications is concerned? 60% 60% 55% 50% 40% 34% In response to the question 15% of respondents indicated Nokia , 6% - Samsung and 30% 25% 4% - Sony. Since they are not telecommunication brands, their results are not included in this ranking. 20% Only the telecommunication 12% brands with at least 1% of indications are presented in this ranking. 10% 4% 4% 3% 1% 52 0% N= 349 Source: gemiusAdHoc, February 2008
  53. Aided brands awareness – telecommunications Which of the telecommunications brands given below do you know (or at least have heard of)? Orange 98% Vodafone 98% Romtelecom 97% Cosmote 90% RDS 88% Zapp 87% UPC 79% 53 None of the above 0,5% N= 349 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: gemiusAdHoc, February 2008
  54. Telecommunications – Leading Brands Index 0,70 0,60 0,50 0,45 0,44 0,40 0,30 0,24 0,23 0,22 0,20 0,15 0,13 0,10 0,00 54 N= 349 Source: gemiusAdHoc, February 2008
  55. Telecommunications – Online Presence Index 0,70 0,62 0,59 0,60 0,50 0,41 0,38 0,40 0,34 0,31 0,30 0,30 0,20 0,10 0,00 55 N= 349 Source: gemiusAdHoc, February 2008
  56. Electronic products 56
  57. Unaided brands awareness – electronic products (top10) Which brands do you know (or at least have heard of) as far as electronic products are concerned? 60% 50% 40% 40% 29% 26% 30% 25% 18% 20% 14% 7% 6% 5% 10% 6% 57 0% N= 389 Source: gemiusAdHoc, February 2008
  58. Aided brands awareness – electronic products Which of the electronic product brands given below do you know (or at least have heard of)? Nokia 97% Philips 93% Sony 92% Panasonic 92% Siemens 92% Samsung 90% LG 88% Braun 86% Arctic 85% Daewoo 83% 58 Beko 64% None of the above 0,5% N= 389 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: gemiusAdHoc, February 2008
  59. Electronic products – Leading Brands Index 0,70 0,65 0,60 0,56 0,48 0,48 0,50 0,40 0,36 0,35 0,33 0,33 0,30 0,25 0,19 0,20 0,16 0,10 59 0,00 N= 389 Source: gemiusAdHoc, February 2008
  60. Electronic products – Online Presence Index 0,70 0,62 0,60 0,46 0,50 0,41 0,41 0,38 0,40 0,36 0,35 0,29 0,30 0,25 0,20 0,18 0,20 0,10 60 0,00 N= 389 Source: gemiusAdHoc, February 2008
  61. Appendix 61
  62. Additional information concerning indices and 62 how they correspond with each other
  63. Top brand features Which of the features given below are, in your opinion, to the greatest extent those of a ‘leading brand’? Please, indicate up to 3 features. Quality 85% Trustworthiness 51% Distinctiveness 46% Prestige 38% Popularity 26% Modernity 14% 63 None of the above 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N= 2092 Source: gemiusAdHoc, February 2008
  64. 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 3 features. It has its own web site. 72% Its products/services are available online. 58% It is advertised on the Internet. 43% It is discussed in online forums. 28% It appears as sponsored links in an Internet 20% search. It sends newsletters to Internet users. 19% 64 None of the above. 4% 0% 20% 40% 60% 80% 100% N= 2092 Source: gemiusAdHoc, February 2008
  65. Correlations between brand’s position in the ranking and the brand presence on the Internet 0,7 0,6 0,53 0,48 0,47 0,45 0,5 0,41 0,36 0,4 0,3 0,2 0,1 0 65 N= 2092 Source: gemiusAdHoc, February 2008
  66. Respondents’ profile 66
  67. Sex and age Age in groups 32% 35% Sex 33% 48% 52% 18-24 25-34 35-45 67 Female Male N= 2092 Source: gemiusAdHoc, February 2008
  68. Professional status Please indicate your present professional status. Employee with a university degree 38% Scholar, student 22% General Manager (executive) or … 11% I have my own company or work as… 8% Qualified worker 5% Homemaker 3% Pensioner 1% Unemployed 1% Farmer 1% 68 Unqualified worker 1% Other 10% N= 2092 0% 20% 40% 60% Source: gemiusAdHoc, February 2008
  69. Level of education What is your level of education at the moment? High education 52% Higher education 19% Secondary education 18% Post-secondary vocational 4% Secondary vocational 3% Post-secondary 2% Incomplete primary 2% 69 Primary 0,2% N= 2092 0% 10% 20% 30% 40% 50% 60% Source: gemiusAdHoc, February 2008
  70. The size of the living place What is the size of the place in which you live? Over 500 000 inhabitants 47% 100 000 - 500 000 inhabitants 28% 20 000 - 99 999 inhabitants 13% 5 000 - 19 999 inhabitants 9% 70 Up 5000 inhabitants 4% N= 2092 0% 10% 20% 30% 40% 50% 60% Source: gemiusAdHoc, February 2008
  71. Monthly net income What is your personal monthly net income? 1001 - 2000 RON 24% 501 - 1000 RON 18% Rather not say 14% 2001 - 3000 RON 14% over 3001 RON 11% No income at all 11% 71 Up to 500 RON 7% N=2092 0% 10% 20% 30% 40% 50% 60% Source: gemiusAdHoc, February 2008
  72. The frequency of Internet usage How often do you use the Internet? 37% 63% 72 Every day A few times a week N= 2092 and rarely Source: gemiusAdHoc, February 2008
  73. The length of Internet usage How long have you been using the Internet? Over 5 years 60% 2 years - 5 years 24% 1 year - 2 years 8% 6 months or less 5% 73 6 months - 1 year 3% N= 2092 0% 10% 20% 30% 40% 50% 60% Source: gemiusAdHoc, February 2008
  74. Contact •Catalin Emilian Business Center Vitan Str. Aniversarii, Nr. 41, Et. 3, Modul 506 Sector 3, Bucuresti •Tel/Fax: +40213233523 •Mobil: +40745202328 •catalin.emilian@gemius.com author: Anna Sulińska (anna.sulinska@gemius.com)

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