Bangkok--26 May--Vivaldi
Readers Digest Trusted Brands Survey 2010 reveals that Accreditation from Professional Institutes, Positive Peer Reviews and Research and Development (R&D) Findings provide Thailand consumers with the utmost confidence when considering trust level for a brand. The Survey, in its 12th consecutive year, is one of the most representative and transparent consumer surveys in Asia with outcomes brought about solely by consumersกฆ unsolicited brand recall and attribute scoring. Carried out in October 2009, 7,800 respondents were interviewed by the Survey in Asia with 1,000 of them from Thailand. Conducted by Synovate, one of the worldกฆs top research firms, the Survey provides an insight into the decision making process of consumers while at the same time seeks to give due recognition to outstanding market performers, this year, factors influencing brand credibility is on top of the Survey agenda.
By holding the Readerกฆs Digest Trusted Brands Survey once every year, we not only keep ourselves abreast of the brands which currently appeal to consumers, we also learn more about the societal factors that are presently influencing consumers to perceive the trustworthiness of a brand,กจ said Ms. Gwen Loong, Group Advertising Director, Asia, Reader's Digest Asia Pte. Ltd.
Brand Credibility is being assessed by consumers in the Survey based on 7 factors, and amongst them, Thailand consumers tend to ascribe more trust to a brand with Accreditation from Professional Institutes, 41% of the local consumers interviewed indicated; Thai consumers show higher confidence in brands that achieve accreditation, as it gives a credible third party judgment on a brandกฆs trustworthiness. Following closely behind is influence from Positive Peer Reviews - 30% of the local respondents take into consideration their peers or other consumersกฆ comments when deciding whether a brand is credible. 26% of those find R&D Findings as the key factor when it comes to assessing brand credibility. Thailand consumers seem to be a hardy lot who would put their trust in a brand based on concrete scientific evidence. (NOTE: 7 factors are: Research and Development Findings, Endorsement from a Professional, Endorsement from Celebrity/Personality, Accreditation from Professional I nstitutes, High Sales Volume, Positive Media/Report Review and Positive Peer/Consumer Reviews.)
Whilst attempting to take a closer look at gender differences in evaluating the trustworthiness of a brand, males and females in Thailand unanimously state that Accreditation is the strongest factor, followed by Peer Reviews and R&D Findings. The Survey results were also analyzed based on respondentsกฆ age groups, and data revealed that no matter which age group the respondents are from, Accreditation is consistently the strongest link to brand credibility. Thus one could conclude that whether by age group or gender, Thailand consumers heavily rely on Accreditation from Professional Institutes.
With all the talk about being environmentally friendly and saving Mother Earth, eco-friendly and socially-responsible brands also bring a positive effect on brand images. 84% of the respondents in Thailand are agreeable to paying a price hike for green products, ranked the second highest amongst all 8 interviews markets, just slightly behind China (89%). Nonetheless, Thailand consumers are, amongst all 8 markets, willing to pay the highest price hike (10.2%). Eco-friendly products are often viewed by Thai consumers as being better in quality, along with being harmonious with the environment and beneficial to society.
Living up to Readerกฆs Digestกฆs philosophy to inspire people from all ages, abilities and cultural backgrounds, a fund-raising initiative in support of children with no access to reading materials was organized. Aided by CCF Foundation in Thailand, a not-for-profit organization, a project to develop independent readers amongst children will be administered.
Kindly find the attached Readerกฆs Digest Trusted Brand 2010 Award Winners Summary for your reference.
Survey Highlights:
1. There are a total of 107 winners for the Readerกฆs Digest Trusted Brands Survey 2010, out of which 55 are local Thailand brands.
2. In addition to accreditation from professional institutes, positive peer / consumersกฆ reviews and R&D findings, which are the top three factors in establishing brand credibility, the other contributing factors include (in descending order):
? Endorsement from a professional
? Positive media / reportersกฆ reviews
? High sales volume
? Endorsement by a celebrity / well-known personality
3. All 8 researched markets (China, Hong Kong, India, Malaysia, Philippines, Singapore, Taiwan and Thailand) respondents, including those in Thailand, are indifferent to celebrity endorsement and treated this factor with the least importance as far as brand credibility is concerned.
4. 84% of the respondents who did the survey have expressed they are willing to absorb price premiums tagged to eco-friendly products (average premium 10.2%). Environmental issue is a hot topic in the current social context. Countries and even individuals are making a more conscientious effort in saving the environment. Regardless of gender, education level or age, Thailand consumers are receptive to the idea of paying more to purchase products which are less detrimental to our environment.
5. This year, a total of 30 product categories were tracked across Asia with 13 additional categories specifically for the Thailand market. New local categories include energy drink, infant milk powder, bathroom ware, sanitary napkin etc.
For media enquiries, please contact:
Vivaldi Public Relations
Ms Nuannang Changadveja (Nang)
Contact: (+66) 086 612 1222 /
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Ms Chanpim Merakate (Pim)
Contact: (+66) 081 425 7017 /
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