Chennaites value personal hygiene more than rest of India: Survey

Chennai:

Chennaites value personal hygiene more and their perception of brands are quite different from that of the country as a whole, according to a survey.

Disclosing the findings from The Brand Trust Report … India Study 2012, Trust Research Advisory chief executive officer N Chandramouli on Friday said that the survey reveals Chennaites are sensitive to personal care as most of the products ranked in top 100 are those products related to personal hygiene.

He said the survey, which was carried out in 15 cities across the nation with a sample size of 2,718 involving 1,000 popular brands from various categories, also reveals that the brands in top 100 include personal hygiene brands like Lux, Ponds, Lifebouy, Medimix, Hamam, Dettol, Garnier. Interestingly none of the other cities rank these such products in top 100.

But then when the sample size of 782 respondents in five southern cities (Chennai, Bangalore, Kochi, Coimbatore and Hyderabad) is taken as whole it reflects the national flavour.

“All of south is a mimic of India. It reflects the national flavour and the top five in the all India ranking were the almost same with that of the Southern Zone ranking, with a slight change in third and fourth spots,” said Chandramouli.

Interestingly, Nokia, Tata, LG, Samsung and
Sony were ranked between 1 and 5 respectively as per the All India ranking survey while Samsung was third and LG fourth in the Southern rankings.

He said Sony was relegated down but the Korean brands, which entered the market 11 years ago has imbibed India completely.

Surprisingly, Chennai has a unique mind of its own with five new entrants into the city’s trusted brands. Korean brand Samsung leads the pack, followed by two-year all India leader Nokia, Sony ranks third and Tata the fourth. Interestingly, State Bank of India is more trusted in Chennai than elsewhere and ranks fifth followed by LG at sixth. Apple, Philips, Puma and Lux make an entry in positions 7^th through 10^th .

He said Chennai’s and South’s list of 10 most trusted brand shows stark diffrenece. When brands seek to reach out to stakeholders in India to succeed, they must address the vastly different regional preferences and choices, Chandramouli added.

The study also reveals Chennai’s preference of hardware brands more than the software besides liking for Pest Control of India which is ranked 913 in all India rankings while in Chennai the prefernce ranking is 79. Similarly, Maruti Suzuki is ranked sixth in national ranking but as per Chennaites preference it is ranked 48^th. However, the preference for BMW, Hyundai, Toyota, Ford and Honda is way high than Maruti Suzuki, Chandramouli said.

Rankings   Trusted brands

                  National        South        Chennai

 1               Nokia             Nokia        Samsung

 2                Tata         Tata             Nokia

3                 LG           Samsung     Sony

4                 Samsung       LG               Tata

5                 Sony                Sony             SBI

6         Maruti Suzuki      LIC                LG

7                 Bajaj             Airtel            Apple

8                 LIC               SBI                Philips  

9              Airtel             Reliance        Puma

10            Reliance          Bajaj              Lux