Leading Brands By Romanian Internet Users 2008

Leading Brands by Romanian Internet Users

Research on Romanian Internet users

gemiusAdHoc

February 2008

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
2

• Banks and insurance……………………………………………………………………………………….….31

• Personal care/cosmetics…………………………………………………………………………………....36

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
3

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.

5

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.

7

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. 8

During the research 88 questionnaires were gathered form the Romanian Internet
users aged 18-45.

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 9

care/cosmetics – 324, IT – 324, cars – 340, telecommunications – 349, electronics –
389.

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.

10

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
11
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.

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.

12

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).

13

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.

15

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.

16

The most popular brands – in general
Top 10 (spontaneous answers)
When you think about popular brands, which brands come to mind first?
35%
35%

30%

25%

20%

15% 13%
10% 9% 9%
10% 8% 8%
6%
5% 4%
5%

19
0%

N= 2092

Source: gemiusAdHoc, February 2008

The most trustworthy brands – in general
When you think about trustworthy brands, which brands come to mind first?
35%

30%

25%

20% 19%

14%
15%
11%
10% 9%
10% 8%
6% 5% 5%
5% 4%

20
0%

N= 2092


Brands most present on the Internet – in general
When you think about brands most present on the Internet, which brands come to mind first?
35%

30%

25%

20%
16%
14%
15%
12%
11% 11%
10% 9%

5% 5%
5% 4% 3%

21
0%

N= 2092


Romanian popular brands
When you think about popular Romanian brands, which brands come to mind first?
34%
35%

30%

25%

20%

15%

10%
6% 6%
5%
4% 4% 4%
5% 3% 3% 3%
23

0%

N= 2092


Romanian trustworthy brands
When you think about trustworthy Romanian brands, which brands come to mind first?

35%

30%

25%

20% 17%

15%

10%
6%
5% 4% 4% 4%
3% 3% 3%
5% 2%
24

0%

N= 2092


Romanian brands most present on the Internet
When you think about Romanian brands most present on the Internet, which brands
come to mind first?
35%

30%

23%
25%

20%

15% In response to this question,
3% of respondents indicated
Vodafone. Since it is not a
Romanian brand, this result is
10% 8% not included in this ranking.

4% 3%
5% 3% 3% 3% 2% 2% 2%

0%
25

N= 2092
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)


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?
60%

50%

40%

30%

In response to the question
20% 16% Nokia , 2% - Coca-Cola and
13% Vodafone. Since they are not
online brands, their results
are not included in this
10% 7% ranking.
5% 4%
3% 2% 2% 2% 2%
0%
27

N= 2092
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)


Aided brand awareness – Online brands
Which of the Internet brands (brands that exist only on the Internet) given below do you know (or at
least have heard of)?
Google 96%
Yahoo 92%
Youtube 88%
eJobs.ro* 86%
BestJobs.ro* 83%
Hi5 70%
Kappa.ro* 68%
Ocazii.ro* 61%
Acasa.ro* 58%
ROL.ro* 53%
Trilulilu.ro 46%
HotNews.ro* 43%
eMag.ro* 43%
Eva.ro 39%
Wall-Street.ro* 39%
28
None of the above 1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
N= 2092
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.ro
N= 1908; Wall-Street.ro N= 1829)


Online brands – Leading Brands Index
0,70
0,64

0,60
0,52
0,50

0,40 0,37

0,30
0,30
0,23
0,19
0,20
0,13
0,11 0,11 0,11 0,10 0,10
0,09 0,08
0,10 0,07

0,00

29

N= 2092

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;)


Brands in product categories 30

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?

60%

50%
46%
43%
41%

40%

30%

20% 16%
15% 14%
9% 9% 8% 8%
10%

0%
32

‘Tiriac’ was indicated by many respondents as a separate brand
(as it is presented on the chart) although such a brand does not
exist. Based on the study it is impossible to define what particular
brand (e.g. Allianz-Tiriac or Unicredit-Tiriac) respondents had in
N= 352 mind while indicating ‘Tiriac’.


Aided brands awareness – banks and insurance
Which brands do you know (or at least have heard of) as far as banks and insurance are
concerned?

Raiffeisen 95%

BRD 95%

Allianz -Tiriac 94%

BCR 93%

ING 93%

CEC 92%

Banca Transilvania 92%

Bancpost 90%

Unicredit -Tiriac 84%

ABN AMRO 83%

Aviva 82% 33

Millenium Bank 70%


N= 352 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Banks and insurance – Leading Brands Index

0,70

0,60

0,50
0,42

0,40
0,32
0,29 0,27 0,27
0,30 0,23
0,19
0,17 0,16 0,15
0,20 0,14
0,10
0,10

0,00
34

N=352


Banks and insurance – Online Presence Index
0,70

0,60

0,50
0,42
0,39 0,38 0,37
0,40
0,30 0,29
0,30
0,25 0,24 0,24
0,21 0,21
0,17
0,20

0,10

0,00

35

N= 352


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?
60%

50%

39%
40%

30%
28%
30%
23%

20% 14%
12%
8%
10% 6% 5% 5%
37

0%

N=327


Aided brand awareness – personal care/cosmetics
Which brands do you know (or at least have heard of) as far as personal care/cosmetics
are concerned?

Nivea 98%
Avon 97%
Dove 96%
Blend-a-med 96%
Colgate 95%
Oriflame 95%
L`Oreal 92%
Garnier 92%
Head&Shoulders 91%
Wella 88%
Maybelline 88%
Max Factor 84%
38
Vichy 77%

N= 327 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Personal care/cosmetics – Leading Brands Index
0,70

0,60

0,50 0,45

0,37 0,36 0,35
0,40
0,31 0,30 0,29 0,29 0,27
0,30 0,23
0,21
0,18
0,20 0,16

0,10

0,00
39

N= 327


Personal care/cosmetics – Online Presence Index
0,70

0,60

0,50

0,40
0,35
0,30 0,30 0,30
0,30 0,25 0,25 0,24 0,23
0,20 0,19 0,19 0,17
0,20 0,15

0,10

0,00
40

N= 327


Unaided brands awareness – IT (top 10)
Which brands do you know (or at least have heard of) as far as IT is concerned?

60%

50%

40%

30% 26%
In response to the question
Google and 7% - Yahoo.
20% Since they are not IT brands,
12% 12% their results are not included
10% in this ranking.
9% 8% 7%
7% 7%
10% 5%

42
0%

N= 324


Aided brands awareness – IT
Which of the IT brands given below do you know (or at least have heard of)?

Microsoft 98%

IBM 94%

Toshiba 88%

Intel 86%

Apple 84%

hp 83%

Fujitsu 81%

Benq 74%

Dell 73%
AMD 65%

Acer 64%
43
Asus 63%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
N= 324


IT – Leading Brands Index

0,70

0,60 0,55

0,50 0,45 0,44
0,41
0,36
0,40 0,33

0,30 0,24
0,22 0,21
0,19
0,20 0,13 0,13

0,10

44
0,00

N= 324


IT – Online Presence Index
0,70

0,59
0,60

0,50 0,44
0,41
0,38 0,37
0,40 0,34
0,29
0,28 0,26
0,30 0,25 0,25 0,23

0,20

0,10

0,00 45

N= 324


Unaided brands awareness – cars (top 10)
Which brands do you know (or at least have heard of) as far as cars are concerned?

60%

50%
40%
38%
40%

30% 23%
21%
18%
20%
13%
9% 8% 7% 7%
10%

0% 47

N= 340


Aided brands awareness – cars
Which of the car brands given below do you know (or at least have heard of)?

Renault 89%
Opel 89%
Audi 87%
BMW 86%
Dacia 86%
Nissan 86%
Peugeot 86%
Mercedes -Benz 86%
Toyota 85%
Volkswagen 85%
Ford 83%
Citroen 82%
Honda 81% 48

Kia 77%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
N= 340


Cars – Leading Brands Index
0,70

0,60 0,53 0,52
0,46
0,50 0,43

0,40
0,30
0,28 0,27
0,30
0,23 0,23 0,22 0,21

0,20 0,15 0,13
0,12

0,10

0,00

49

N= 340


Cars – Online Presence Index
0,70

0,60

0,50
0,40 0,40 0,38
0,38 0,37 0,37
0,36 0,36
0,40 0,34 0,32
0,31
0,29
0,27
0,30

0,20

0,10

0,00

50

N= 340


Unaided brands awareness – telecommunications
Which brands do you know (or at least have heard of) as far as telecommunications is
concerned?
60%
60% 55%

50%

40% 34% In response to the question
Nokia , 6% - Samsung and
30% 25% 4% - Sony. Since they are
not telecommunication
brands, their results are not
included in this ranking.
20% Only the telecommunication
12% brands with at least 1% of
indications are presented in
this ranking.
10% 4% 4% 3%
1%
52
0%

N= 349


Aided brands awareness – telecommunications
Which of the telecommunications brands given below do you know (or at least have
heard of)?

Orange 98%

Vodafone 98%

Romtelecom 97%

Cosmote 90%

RDS 88%

Zapp 87%

UPC 79%
53

None of the above 0,5%

N= 349 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Telecommunications – Leading Brands Index

0,70

0,60

0,50
0,45 0,44

0,40

0,30 0,24 0,23 0,22

0,20 0,15 0,13

0,10

0,00
54

N= 349


Telecommunications – Online Presence Index

0,70
0,62
0,59
0,60

0,50
0,41
0,38
0,40 0,34
0,31 0,30
0,30

0,20

0,10

0,00 55

N= 349


Unaided brands awareness – electronic products
(top10)
Which brands do you know (or at least have heard of) as far as electronic products are
concerned?
60%

50%

40%
40%

29%
26%
30% 25%

18%
20%
14%

7% 6% 5%
10% 6%

57
0%

N= 389


Aided brands awareness – electronic products
Which of the electronic product brands given below do you know (or at least have heard of)?

Nokia 97%

Philips 93%

Sony 92%

Panasonic 92%

Siemens 92%

Samsung 90%

LG 88%

Braun 86%

Arctic 85%

Daewoo 83%
58
Beko 64%

None of the above 0,5%

N= 389 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Electronic products – Leading Brands Index

0,70 0,65

0,60 0,56

0,48 0,48
0,50

0,40 0,36 0,35
0,33 0,33

0,30 0,25
0,19
0,20 0,16

0,10

59
0,00

N= 389


Electronic products – Online Presence Index
0,70
0,62

0,60

0,46
0,50
0,41 0,41
0,38
0,40 0,36 0,35
0,29
0,30 0,25
0,20
0,18
0,20

0,10

60
0,00

N= 389


Additional information concerning indices and 62
how they correspond with each other

Top brand features
Which of the features given below are, in your opinion, to the greatest extent those of a
‘leading brand’? Please, indicate up to 3 features.

Quality 85%

Trustworthiness 51%

Distinctiveness 46%

Prestige 38%

Popularity 26%

Modernity 14% 63


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
N= 2092


Brand’s online presence features
Which 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.

It has its own web site. 72%

Its products/services are available online. 58%

It is advertised on the Internet. 43%

It is discussed in online forums. 28%

It appears as sponsored links in an Internet 20%
search.

It sends newsletters to Internet users. 19%
64

None of the above. 4%

0% 20% 40% 60% 80% 100%
N= 2092


Correlations between brand’s position in the
ranking and the brand presence on the Internet
0,7

0,6 0,53
0,48 0,47 0,45
0,5 0,41
0,36
0,4

0,3

0,2

0,1

0

65

N= 2092


Sex and age
Age in groups

32% 35%

Sex

33%

48% 52% 18-24 25-34 35-45

67

Female Male

N= 2092


Professional status
Please indicate your present professional status.

Employee with a university degree 38%

Scholar, student 22%

General Manager (executive) or … 11%

I have my own company or work as… 8%

Qualified worker 5%

Homemaker 3%

Pensioner 1%

Unemployed 1%

Farmer 1%
68

Unqualified worker 1%

Other 10%

N= 2092 0% 20% 40% 60%


Level of education
What is your level of education at the moment?

High education 52%

Higher education 19%

Secondary education 18%

Post-secondary vocational 4%

Secondary vocational 3%

Post-secondary 2%

Incomplete primary 2% 69

Primary 0,2%

N= 2092 0% 10% 20% 30% 40% 50% 60%


The size of the living place
What is the size of the place in which you live?

Over 500 000 inhabitants 47%

100 000 - 500 000 inhabitants 28%

20 000 - 99 999 inhabitants 13%

5 000 - 19 999 inhabitants 9%

70

Up 5000 inhabitants 4%

N= 2092 0% 10% 20% 30% 40% 50% 60%


Monthly net income
What is your personal monthly net income?

1001 - 2000 RON 24%

501 - 1000 RON 18%

Rather not say 14%

2001 - 3000 RON 14%

over 3001 RON 11%

No income at all 11% 71

Up to 500 RON 7%

N=2092 0% 10% 20% 30% 40% 50% 60%


The frequency of Internet usage
How often do you use the Internet?

37%

63%

72

Every day A few times a week
N= 2092 and rarely


The length of Internet usage
How long have you been using the Internet?

Over 5 years 60%

2 years - 5 years 24%

1 year - 2 years 8%

6 months or less 5%

73

6 months - 1 year 3%

N= 2092 0% 10% 20% 30% 40% 50% 60%


Contact

•Catalin Emilian
Business Center Vitan
Str. Aniversarii, Nr. 41, Et. 3, Modul 506
Sector 3, Bucuresti
•Tel/Fax: +40213233523
•Mobil: +40745202328
•catalin.emilian@gemius.com

author:
Anna Sulińska (anna.sulinska@gemius.com)

Leading Brands By Romanian Internet Users 2008

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