Axe, Chennai's second most loved brand: Survey

According to a recent survey on brand attractiveness, South Indians, including Chennaiites seem to be much more inclined to brands like Axe Deo than those in the North.

Published: 21st October 2013 08:14 AM  |   Last Updated: 21st October 2013 08:14 AM   |  A+A-


According to a recent survey on brand attractiveness, South Indians, including Chennaiites seem to be much more inclined to brands like Axe Deo than those in the North.

Chennaiites have ranked Axe as their second favourite brand, way ahead of the national ranking of 33. The survey was conducted in 16 cities across India by brand insight company, Trust Research Advisory (TRA). The results of the survey was unveiled recently in the city by N Chandramouli, CEO, TRA.

However, the trend is not restricted to Chennai. Hyderabad has put the brand in the fifth position in the attractive brands list, while Bangalore has given it the 13th position. In the average ranking for South, the brand stands at the eighth position.

The survey took 36 brand attractiveness traits into consideration and was done with a sample size of 2,505. These included professionals with understanding about brands and brand preferences. “There is no comprehensive survey to understand what companies need to do to make their brands attractive. In this survey we have tried to find out consumer attractiveness by asking about 230 questions to 2,505 individuals on brand attractiveness traits based on rational, emotional, aspirational and communication traits,” said Chandramouli.

Samsung Mobiles came up as the most attractive brand in Chennai, in South India and at the All-India level. Other brands which came in the attractiveness list were 5 Star that stood eighth in Chennai and 69th in All-India list, Jockey that was ranked ninth in Chennai and 48th in the All-India rank list and  BMW that earned the 11th position in Chennai and 32nd in All-India level. Local brands also found a position on the list with Ramraj being ranked 15th in Chennai.

The South-Indian ranking took into account the preferences in five cities including Chennai, Coimbatore, Hyderabad, Bangalore and Kochi. The big surprise in South India ranks was the preference for Usha Fans, which was ranked as the fourth most attractive brand in Chennai and 26th in the All-India level. Some of the other brands that received top rankings were Sony, LG, Nokia, Puma, Bata, Jockey and Nike.

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