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.

Perceived Popularity

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.

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.

Respondent
Profile

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.

North: Delhi,
Lucknow,
Chandigarh

East: Kolkata,
Patna,
Bhubaneswar

Coverage
West: Mumbai,
Ahmedabad,
Indore

South: Chennai,
Bengaluru,
Vijayawada

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_3
[Recommendation]:

I would always
recommend this
brand to my family
and friends

Attri_2 [Value for

Money]:
It is worth the price
it commands

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.