Survey Overview

Below is a snapshot of the Most Trusted Brands for the year 2014, as compiled by Economic

Times,

Research Key Points

The Most Trusted Brands Survey consisted of brands that

were not just the most familiar, but brands that consumers

believed provide quality and reassurance.

It was conducted by the research agency AC Nielsen

ORG-MARG.

The survey was the largest of its kind in India, with a sample

size of 7200, distributed across socio-economic class, age,

income and geography.

Every year new brands are added to the survey, replacing

the old ones with very low scores in the last year or are

now defunct; this year 17 new brands were added to the

survey.

Holistically, the Brands were evaluated on the various

sidelined parameters.

Perceived Popularity

Repurchase Intent

Relatedness Value for Money

Quality Connotation

Distinctiveness/

Uniqueness

Research Methodology

The survey was restricted to social-economic classifications-A, B and C in urban India, with a view to focus on the prime target audience for most branded products and services.

The study was carried out in the following 12 cities across India.

Adult Female: Any female, age 15-45 years, not

married and not CWE.

Chief Wage Earner (CWE): The person who makes the

highest contribution towards household upkeep.

Chief Wage Earner (CWE): The person who makes the

highest contribution towards household upkeep.

Adult Male: Any male, age 15-45 years, not married and

not CWE.

Respondent

Profile

North: Delhi, Lucknow,

Chandigarh

East: Kolkata, Patna,

Bhubaneswar

West: Mumbai, Ahmedabad,

Indore

South: Chennai, Bengaluru,

Vijayawada

Coverage

Brands and Attributes

The brands were divided into 12 different panels; each panel was exposed to a matched set of respondents in terms of demographic variables of SEC, age group, gender and respondent category.

Each respondent evaluated 31 or 32 brands — each brand was evaluated by 600 respondents.

Attri_1 [Quality]:

Always maintains a high level of quality

Attri_2 [Value for Money]:

It is worth the price it commands

Attri_3 [Recommendation]:

I would always recommend this

brand to my family and friends

Attri_4 [Understanding

Consumer Needs]:

This Brand meets my needs

Brands Evaluation

Stage 1 Stage 2 Stage 3

Thus, the final score for each brand is on a base of all respondents, irrespective of their level of familiarity. This Final Brand Rating for

all the brands is directly compared and sorted in descending order to determine the Most Trusted Brands.