leading brands by romanian internet users 2008
DESCRIPTION
The first study on how brands are seen by Romanian Internet users, done by Gemius & EvensysTRANSCRIPT
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
• 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
4The aim of the research
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.
6Research method
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.
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.
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
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.
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
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.
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).
14Executive summary
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.
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.
17Results
18Brands in general
19
The most popular brands – in general Top 10 (spontaneous answers)When you think about popular brands, which brands come to mind first?
0%
5%
10%
15%
20%
25%
30%
35%
35%
13%
10% 9% 9%8% 8%
6%5% 4%
N= 2092
Source: gemiusAdHoc, February 2008
20
The most trustworthy brands – in generalTop 10 (spontaneous answers) When you think about trustworthy brands, which brands come to mind first?
Source: gemiusAdHoc, February 2008
0%
5%
10%
15%
20%
25%
30%
35%
19%
14%
11%10% 9%
8%
6% 5% 5%4%
N= 2092
21
Brands most present on the Internet – in generalTop 10 (spontaneous answers) When you think about brands most present on the Internet, which brands come to mind first?
0%
5%
10%
15%
20%
25%
30%
35%
16%
14%12%
11% 11%9%
5% 5%4% 3%
N= 2092
Source: gemiusAdHoc, February 2008
22Romanian brands
23
Romanian popular brandsTop 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to mind first?
0%
5%
10%
15%
20%
25%
30%
35%
34%
6% 6%5%
4% 4% 4% 3% 3% 3%
N= 2092
Source: gemiusAdHoc, February 2008
24
Romanian trustworthy brandsTop 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to mind first?
0%
5%
10%
15%
20%
25%
30%
35%
17%
6%5% 4% 4% 4%
3% 3% 3%2%
N= 2092
Source: gemiusAdHoc, February 2008
25
0%
5%
10%
15%
20%
25%
30%
35%
23%
8%
4% 3% 3% 3% 3% 2% 2% 2%
N= 2092N= 2092
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 mind first?
Source: gemiusAdHoc, February 2008
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)
In response to this question, 3% of respondents indicated Vodafone. Since it is not a Romanian brand, this result is not included in this ranking.
26Online brands
27
0%
10%
20%
30%
40%
50%
60%
16%13%
7%5% 4%
3% 2% 2% 2% 2%
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?
Source: gemiusAdHoc, February 2008
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)
In response to the question 3% of respondents indicated Nokia , 2% - Coca-Cola and Vodafone. Since they are not online brands, their results are not included in this ranking.
N= 2092
28
Aided brand awareness – Online brandsWhich of the Internet brands (brands that exist only on the Internet) given below do you know (or at least have heard of)?
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.roN= 1908; Wall-Street.ro N= 1829)
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yahoo
Youtube
eJobs.ro*
BestJobs.ro*
Hi5
Kappa.ro*
Ocazii.ro*
Acasa.ro*
ROL.ro*
Trilulilu.ro
HotNews.ro*
eMag.ro*
Eva.ro
Wall-Street.ro*
None of the above
96%
92%
88%
86%
83%
70%
68%
61%
58%
53%
46%
43%
43%
39%
39%
1%
N= 2092
29
Online brands – Leading Brands Index
Source: gemiusAdHoc, February 2008
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;)
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,700,64
0,52
0,37
0,30
0,23
0,19
0,130,11 0,11 0,11 0,10 0,10 0,09 0,08 0,07
N= 2092
30Brands in product categories
31Banks and insurance
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?
Source: gemiusAdHoc, February 2008
0%
10%
20%
30%
40%
50%
60%
46%43%
41%
16%15% 14%
9% 9% 8% 8%
N= 352
‘Tiriac’ was indicated by many respondents as a separate brand (as it is presented on the chart) although such a brand does notexist. Based on the study it is impossible to define what particular brand (e.g. Allianz-Tiriac or Unicredit-Tiriac) respondents had in mind while indicating ‘Tiriac’.
33
Aided brands awareness – banks and insuranceWhich brands do you know (or at least have heard of) as far as banks and insurance are concerned?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Raiffeisen
BRD
Allianz -Tiriac
BCR
ING
CEC
Banca Transilvania
Bancpost
Unicredit -Tiriac
ABN AMRO
Aviva
Millenium Bank
None of the above
95%
95%
94%
93%
93%
92%
92%
90%
84%
83%
82%
70%
1%
N= 352
34
Banks and insurance – Leading Brands Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,42
0,320,29 0,27 0,27
0,230,19
0,17 0,16 0,15 0,140,10
N=352
Source: gemiusAdHoc, February 2008
35
Banks and insurance – Online Presence Index
Source: gemiusAdHoc, February 2008
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,420,39 0,38 0,37
0,30 0,290,25
0,24 0,240,21 0,21
0,17
N= 352
36Personal care/cosmetics
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?
Source: gemiusAdHoc, February 2008
0%
10%
20%
30%
40%
50%
60%
39%
30%28%
23%
14%12%
8%6% 5% 5%
N=327
38
Aided brand awareness – personal care/cosmeticsWhich brands do you know (or at least have heard of) as far as personal care/cosmetics are concerned?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Nivea
Avon
Dove
Blend-a-med
Colgate
Oriflame
L`Oreal
Garnier
Head&Shoulders
Wella
Maybelline
Max Factor
Vichy
None of the above
98%
97%
96%
96%
95%
95%
92%
92%
91%
88%
88%
84%
77%
1%
N= 327
39
Personal care/cosmetics – Leading Brands Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,45
0,37 0,36 0,35
0,31 0,30 0,29 0,29 0,270,23
0,210,18
0,16
N= 327
Source: gemiusAdHoc, February 2008
40
Personal care/cosmetics – Online Presence Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,350,30 0,30 0,30
0,25 0,25 0,24 0,230,20 0,19 0,19 0,17
0,15
N= 327
Source: gemiusAdHoc, February 2008
41IT
42
Unaided brands awareness – IT (top 10)Which brands do you know (or at least have heard of) as far as IT is concerned?
Source: gemiusAdHoc, February 2008
In response to the question 11% of respondents indicated Google and 7% - Yahoo. Since they are not IT brands, their results are not included in this ranking.
0%
10%
20%
30%
40%
50%
60%
26%
12% 12%10% 9% 8% 7% 7% 7%
5%
N= 324
43
Aided brands awareness – ITWhich of the IT brands given below do you know (or at least have heard of)?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Microsoft
IBM
Toshiba
Intel
Apple
hp
Fujitsu
Benq
Dell
AMD
Acer
Asus
None of the above
98%
94%
88%
86%
84%
83%
81%
74%
73%
65%
64%
63%
1%
N= 324
44
IT – Leading Brands Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,55
0,45 0,440,41
0,360,33
0,240,22
0,210,19
0,13 0,13
N= 324
Source: gemiusAdHoc, February 2008
45
IT – Online Presence Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,59
0,440,41
0,38 0,370,34
0,290,28 0,26 0,25 0,25 0,23
N= 324
Source: gemiusAdHoc, February 2008
46Cars
47
Unaided brands awareness – cars (top 10)Which brands do you know (or at least have heard of) as far as cars are concerned?
Source: gemiusAdHoc, February 2008
0%
10%
20%
30%
40%
50%
60%
40%38%
23%21%
18%
13%
9% 8% 7% 7%
N= 340
48
Aided brands awareness – carsWhich of the car brands given below do you know (or at least have heard of)?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Renault
Opel
Audi
BMW
Dacia
Nissan
Peugeot
Mercedes-Benz
Toyota
Volkswagen
Ford
Citroen
Honda
Kia
None of the above
89%
89%
87%
86%
86%
86%
86%
86%
85%
85%
83%
82%
81%
77%
8%
N= 340
49
Cars – Leading Brands Index
Source: gemiusAdHoc, February 2008
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,53 0,52
0,460,43
0,300,28 0,27
0,23 0,23 0,22 0,21
0,15 0,130,12
N= 340
50
Cars – Online Presence Index
Source: gemiusAdHoc, February 2008
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,40 0,40 0,38 0,38 0,37 0,37 0,36 0,360,34 0,32 0,31
0,290,27
N= 340
51Telecommunications
52
Unaided brands awareness – telecommunications Which brands do you know (or at least have heard of) as far as telecommunications is concerned?
Source: gemiusAdHoc, February 2008
0%
10%
20%
30%
40%
50%
60%
60%
55%
34%
25%
12%
4% 4% 3%1%
N= 349
In response to the question 15% of respondents indicated Nokia , 6% - Samsung and 4% - Sony. Since they are not telecommunication brands, their results are not included in this ranking.
Only the telecommunication brands with at least 1% of indications are presented in this ranking.
53
Aided brands awareness – telecommunicationsWhich of the telecommunications brands given below do you know (or at least have heard of)?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Orange
Vodafone
Romtelecom
Cosmote
RDS
Zapp
UPC
None of the above
98%
98%
97%
90%
88%
87%
79%
0,5%
N= 349
54
Telecommunications – Leading Brands Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,45 0,44
0,24 0,23 0,22
0,15 0,13
N= 349
Source: gemiusAdHoc, February 2008
55
Telecommunications – Online Presence Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,700,62
0,59
0,410,38
0,340,31 0,30
N= 349
Source: gemiusAdHoc, February 2008
56Electronic products
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?
Source: gemiusAdHoc, February 2008
0%
10%
20%
30%
40%
50%
60%
40%
29%26%
25%
18%
14%
7% 6% 6% 5%
N= 389
58
Aided brands awareness – electronic productsWhich of the electronic product brands given below do you know (or at least have heard of)?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Nokia
Philips
Sony
Panasonic
Siemens
Samsung
LG
Braun
Arctic
Daewoo
Beko
None of the above
97%
93%
92%
92%
92%
90%
88%
86%
85%
83%
64%
0,5%
N=389
59
Electronic products – Leading Brands Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70 0,65
0,56
0,48 0,48
0,36 0,350,33 0,33
0,25
0,190,16
N= 389
Source: gemiusAdHoc, February 2008
60
Electronic products – Online Presence Index
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,700,62
0,46
0,41 0,410,38
0,36 0,35
0,29
0,25
0,200,18
N= 389
Source: gemiusAdHoc, February 2008
61Appendix
62Additional information concerning indices and
how they correspond with each other
63
Top brand featuresWhich of the features given below are, in your opinion, to the greatest extent those of a ‘leading brand’? Please, indicate up to 3 features.
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Quality
Trustworthiness
Distinctiveness
Prestige
Popularity
Modernity
None of the above
85%
51%
46%
38%
26%
14%
1%
N= 2092
64
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 3 features.
Source: gemiusAdHoc, February 2008
0% 20% 40% 60% 80% 100%
It has its own web site.
Its products/services are available online.
It is advertised on the Internet.
It is discussed in online forums.
It appears as sponsored links in an Internet search.
It sends newsletters to Internet users.
None of the above.
72%
58%
43%
28%
20%
19%
4%
N= 2092
65
Correlations between brand’s position in the ranking and the brand presence on the Internet
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,530,48 0,47 0,45
0,410,36
N= 2092
Source: gemiusAdHoc, February 2008
66Respondents’ profile
67
52%48%
Female Male
N= 2092
Sex and age
Source: gemiusAdHoc, February 2008
35%
33%
32%
18-24 25-34 35-45
Age in groups
Sex
68
Professional statusPlease indicate your present professional status.
Source: gemiusAdHoc, February 2008
0% 20% 40% 60%
Employee with a university degree
Scholar, student
General Manager (executive) or …
I have my own company or work as …
Qualified worker
Homemaker
Pensioner
Unemployed
Farmer
Unqualified worker
Other
38%
22%
11%
8%
5%
3%
1%
1%
1%
1%
10%
N= 2092
69
Level of educationWhat is your level of education at the moment?
0% 10% 20% 30% 40% 50% 60%
High education
Higher education
Secondary education
Post-secondary vocational
Secondary vocational
Post-secondary
Incomplete primary
Primary
52%
19%
18%
4%
3%
2%
2%
0,2%
N= 2092
Source: gemiusAdHoc, February 2008
70
The size of the living placeWhat is the size of the place in which you live?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60%
Over 500 000 inhabitants
100 000 - 500 000 inhabitants
20 000 - 99 999 inhabitants
5 000 - 19 999 inhabitants
Up 5000 inhabitants
47%
28%
13%
9%
4%
N= 2092
71
Monthly net incomeWhat is your personal monthly net income?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60%
1001 - 2000 RON
501 - 1000 RON
Rather not say
2001 - 3000 RON
over 3001 RON
No income at all
Up to 500 RON
24%
18%
14%
14%
11%
11%
7%
N=2092
72
The frequency of Internet usage How often do you use the Internet?
Source: gemiusAdHoc, February 2008
63%
37%
Every day A few times a week
and rarelyN= 2092
73
The length of Internet usageHow long have you been using the Internet?
Source: gemiusAdHoc, February 2008
0% 10% 20% 30% 40% 50% 60%
Over 5 years
2 years - 5 years
1 year - 2 years
6 months or less
6 months - 1 year
60%
24%
8%
5%
3%
N= 2092
Contact
•Catalin Emilian
Business Center VitanStr. Aniversarii, Nr. 41, Et. 3, Modul 506 Sector 3, Bucuresti
•Tel/Fax: +40213233523
•Mobil: +40745202328
author:Anna Sulińska ([email protected])