The Hindu Business Line : LG preferred brand in white goods category: Study

Chennai, Oct. 3 LG has emerged as the most preferred brand in the white goods and consumer electronics categories in the recent CNBC Awaaz Consumer Awards 2008 survey, with 23 per cent and 21 per cent voting for it, respectively, followed by Whirlpool (18 per cent) and Sony (15 per cent).

The awards are an annual exercise to identify the most preferred brands and the key drivers of purchase in various categories of products and services.

The Nielsen Company conducted the research spanning 17 product and service categories across the country in 21 cities and 84 rural centres, with around 10,000 respondents covering all strata of society.

Key drivers

According to a press release, reliability and easy availability are the key drivers in the consumer durables category.

In telecom, Airtel was adjudged the most preferred brand (36 per cent), followed by Vodafone (16 per cent). Nokia won in the handsets category (74 per cent), with LG a distant second at 6 per cent. Voice clarity, value for money and latest technology were seen as the key drivers.

Maruti (41 per cent) was followed by Hyundai (12 per cent) as the most preferred car brand. In the two-wheeler category, Hero Honda (43 per cent) and Bajaj (31 per cent) occupied these positions. Fuel efficiency/mileage is the key driver.

Hindustan Unilever emerged as the most preferred brand in the personal care segment (52 per cent), followed by Colgate Palmolive (24 per cent). In the home care segment too, HUL came first (46 per cent), followed by Procter & Gamble (19 per cent).

Habit is the key driver. Parle (10 per cent) and Britannia (9 per cent) were the top brands in the food and beverages (F&B) segment.

SBI (25 per cent) was the most preferred brand in the financial services - banks category, followed by ICICI Bank (9 per cent). These two companies, in the same order, also topped the home loans segment. LIC (81 per cent) topped the life insurance category.

In the credit card category, ICICI Bank (26 per cent) was followed by SBI (18 per cent). In auto loans, ICICI Bank (31 per cent) topped, followed by HDFC (16 per cent). Trustworthiness is the key driver.

Big Bazaar (34 per cent) and Reliance Fresh (18 per cent) were chosen as the most preferred brands in the large food and grocery stores category. Variety and proximity to work/home are the key drivers.

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