ANALYSIS :

Current handset;
The 2 most common handsets of the respondents were Nokia
followed by Samsung

Current mobile service provider;

Vodafone is the clear majority amongst the respondents with
Airtel and Idea in minority

Current car;
There is no clear majority, the respondents have cars of Honda,
Hyundai, Ford, Skoda, Maruti and so on
Q1) Unaided top of the mind brand recall

(a) Mobile handset

Nokia has a clear headway in terms of brand recall.
Almost 50% of the respondents have named Nokia as the
first mobile handset brand. Samsung is the majority as
second recall.

(b) Mobile service provider

Respondents are split between Vodafone and Airtel, with
an almost equal distribution of first and second recall. Idea
is the third recall.

(c) Automobile (4 wheeler)

Maruti, Honda and Audi are the first, second and third
recalls respectively.
Q2)
62% of the respondents are engaged by features and / or
innovativeness of brands, with 47% being engaged by the value
derived, i.e. consumer utility and value for money

Q3)
(a) Building capacity to trust

Respondents have rated ‘8’ and ‘9’ as the majority; with 26%
and 25% respectively.
The ratings from ‘7’ to ‘10’ comprise 82% of the responses,
which shows that they believe brands ability and capacity to
build an environment conducive for trust is very significant.
(b) Creating perception of positive intent

‘8’ has been rated as the majority with 25%.

‘8’ and upwards comprise of almost 70% of the responses,
showing that creating a positive impression is very
important for brands to reach out to their audience.

(c) Showcasing competence

‘9’ is the most rated, with 29%

 The highest ratings of ‘9’ and ‘10’ comprise of more than
50% of the responses. Brands’ abilities and capabilities
need to be clearly displayed so as to draw attention and
create attraction.

Q4)
Ambience

A
combined majority of 85% responses feel that creating a
comfortable atmosphere is important, while 6% feel that it isn’t
important

Shared
interests
48% believe fostering a win-win situation is important, while
18% can’t say and another 18% feel it’s not that important

Empathy

38% feel
that
showcasing compassion and emotional sensitivity is important,
while 22% can’t say and 16% feel it’s not that important

Sincerity
Over 70% feel that having high ethical and moral values is very
important while only 4% are of the belief that it’s not that
important

Altruism

Almost
50%
believe
that selfless action, social work is somewhat important, while a
combined 4% feel it’s not important.

Enthusiasm
A total 94% feel that having a proactive approach with self-
assurance is important, and only 1% feel that it’s not that
important.

Appearance

92% feel
that physical appearance is important, and only 4% feel it’s not
that important

Competence
A majority of 67% feel that expertise, capability and credentials
is very important, while 2% can’t say and 4% believe it isn’t
important

Respect

59% alone think that accountability, leadership is very

important, while 4% believe that being a leader isn’t that
significant

Responsibility
Over 60% think that having professional poise and being aware
of one’s duties is very important, and only 1% feel it isn’t
important at all

Responsibility, Respect, Competence, Appearance, Enthusiasm,

Sincerity and Ambience are relatively more important than
Altruism, Empathy and Shared interests

Q5)
HTC
The majority of 36% feel that HTC matches Design & form.
And only 7% feel that it has Strength of personality.

Nokia

Over 50% feel that Nokia matches Functionality over Design

and Vibrancy (6% and 5% respectively)

LG
75% of the responses are spread evenly amongst Vibrancy,
Dynamism and Functionality.
Only 7% feel that LG has Strength of personality.

Blackberry

A majority
of 45% feel that Blackberry has a Strong sense of personality
attached to it while only 5% feel that the brand is Vibrant

iPhone
35% matched Apple’s iPhone with a Strong personality, along
with 32% matching it with its Design and 22% with Dynamism.
And only 4% feel that the brand is a Functional fit

Micromax

Over
30% feel
Micromax is Vibrant and a little under 30% feel it is a
Functional fit.
11% matched it with Strength of personality
Sony Ericsson
A close majority of 26% matched Sony with its Dynamism in
the Ericsson brand, while Functional fit and its Design closely
follows with 20% and 21% respectively.
16% feel that it has Strength of personality.

Samsung

Almost 30% match Samsung to its Design, while almost 25%

match it with Dynamism and Vibrancy.
About 12% feel it has Strength of personality.
Q6)
Idea
Reliance

Airtel

Tata
Indicom

Vodafone
Among the mobile service providers, Idea is the clear front
runner on Initiative with 51% of the responses. But only 5% for
Answerability.

Tata Indicom and Reliance figure high on Consideration with

about 40% and 30% respectively. And both figure low on
Answerability with about 8% each.

Vodafone and Airtel are highest in terms of Presence with about

35% of the responses each. And both are lowest in terms of
Consideration with only about 10-12%.

Q7)
Honda
Maruti

Skoda

Toyota
Mercedes

Tata Motors

BMW
Hyundai

Audi

Mahindra
Toyota, Honda, Hyundai have majority in Performance (35%)
and significant in Comfort as well, but very low on Response (6-
16%).

Maruti and Mahindra have high ratings of Performance and

Overall concern (35-40%) as well but are very low in Aesthetics
(5-6%).

Whereas, Skoda is highest on Aesthetic appeal (35%), but low

on Response (5%).

The opposite is with Tata Motors (30%), majority in Response,

lowest in Aesthetic appeal (8%).

Brands from Germany; Audi, BMW and Mercedes have the

highest number of matches in Esteem value (35%-45%) and
lowest in Response (5%) and Performance.

Q8)
41% of the respondents consider themselves as Early majority
and 35%, Early adopters.
Innovators figure at 8% and Laggards at 2%.

Q10)
Brands are a representation / extension of self

Almost 45% somewhat agree and 22% completely agree that the
brands they wear and carry are an extension of themselves and
that they use these to define themselves.
A total of 20%; feel that they are separate from the brands that
they possess (11% and 9%)
Brands should be involved in social causes

More
than 40% somewhat agree that brands should be active in their
CSR initiatives and activities.
Half (20%) can’t say whether brands should be involved or not.
Only 4% feel that brands shouldn’t be involved at all.

Brands have different service operations in different locations

40% somewhat agree that services of brands differ in different
locations, only a total of 11% feel that operations throughout the
country are the same (4% and 7%)

Brands have a congruence of values, beliefs and thoughts

More than 60% feel that brands do have a congruence, but more
than 25% don’t have a say. And less than 15% disagree.

Brands relate to and understand the audience

More than 70% agree, 16% can’t say and 13% somewhat
disagree. Respondents feel that brands do connect and relate to
the audience; no respondent has completely disagreed.

Brands should have a significant following

Total 72% (39% and 33%) agree that brands should have a
healthy and loyal consumer base, 20% can’t say whether a brand
that does have a following is perceived more positively than a
brand that doesn’t. About 10% disagree and feel that niche
products have a small and concentrated customer base.