CNBC TV-18’s consumer-focused Hindi channel, Awaaz, believes that in the changed scenario, where the Indian consumer is readily embracing branded products categories that were once core commodities such as wheat flour, rice, milk, curd, etc, it is important to know what brands are being preferred by consumers, the position enjoyed by various brands in the minds of consumers and how they go about making their choice.
As is known, in its endeavour to expand audience profile and enrich its audience, the channel is producing a ‘Voice of the Consumer’ series, in which they instituted the ‘Awaaz Consumer Awards’ for the first time last year. For inputs for these awards, CNBC conducted a market research exercise through ACNielsen ORG-MARG to understand the ‘Preferred Brands’ in various product categories.
CNBC repeated the same exercise through ACNielsen this year with added categories to arrive at the results for this year’s awards. The research objectives were to arrive at a list of the ‘Most Preferred Brands’ as perceived by the end-consumer for each of the product categories covered in this study, to know the drivers of choice for a brand in the category and to gauge the performance of the preferred brands on these choice drivers.
To ensure representation of the universe, the sampling plan identified target respondents through a systematic random sampling process. In each study centre, a pre-decided number of starting point addresses was selected. These starting points were spread across the centre to ensure geographical coverage.
A fixed number of interviews were conducted around each starting point by contacting the households using the Right Hand Rule. The Right Hand Rule helps eliminate interviewer bias in selecting the household. Within a selected household, an adult respondent was selected randomly, using the KICSH grid.
On the basis of the study, Indian market was segmented into three smaller customer subgroups – Liberal Spender, Traditionalist and Value Driven and Career Oriented. Once the clusters were defined, variables with similar values within each cluster were identified. Then, variables that differed in value among various clusters were identified. Each cluster was named bases the variables associated with it.
The study has laid out the top three brands in various product categories. To give a few examples, LG, Onida and BPL are the top brands in television in the consumer durable category. Similarly, LG, Videocon and Whirlpool are seen in as the most preferred washing machine brands.
AirTel, RIM and Hutch led in cell phone services, while Nokia, LG and Samsung were the most preferred handset providers. Asian Paints, Nerolac and Louis Berger led in paints, Clinic Plus, Sunsilk, Head & Shoulders led in shampoos for FMCG. For banks, it was SBI (State Bank of India), ICICI Bank and Bank of Baroda.
SBI Mutual Fund, Prudential ICICI Mutual Fund and HDFC Mutual Fund led in mutual funds. LIC, ICICI Prudential Life and ING Vysya Life led in life insurance policies. ICICI Bank, SBI-GE Capital and HDFC led in credit cards.
In the case of housing loans, SBI, ICICI and HDFC were at the forefront. Similarly, all categories have names that would be competing with each other the Awaaz Consumer Awards, which will be held in Delhi on July 18, 2006.