Survey Report 1 February 2009 Wave

Background Brands’ income comes from the customers, so, brands must provide what they think is of value to the customers. It sounds obvious, yet very few brands do it well. The goal of branding is to build, maintain, and enhance relationship between brands and consumers. Relationship building is a powerful means of creating and sustaining competitive advantage. Sustainable relationship involves trust as its main ingredient. Therefore, brands must build a relationship of trust with their customers. Trust as a critical element in relationship is the focus of this survey. The Most Trusted Brand survey is an attempt to track the strength of brands relationships with their consumers. It is expected that results from the tracking would enable an environment of continual learning, continual improvement and innovation for the brand owners. 2

It is expected that it would stimulate a new way to think- seeing the customer’s input in this survey as a gift, and new knowledge that can be used to better brand planning and achieve competitive advantage. The results would serve as a reminder for the brand owners to build on- going relationships by keeping their promises and building trust. As a contribution to strong brand management initiatives in Nigeria, BrandHEALTH commences this study as a means of providing a cost effective, reliable, quick, economic and continuous source of primary data on how brands bond with the consumers. 3

Research Objectives The study has only one objective: To identify brands that best bond with the consumers. 4

Research Methodology Respondents were interviewed face to face in-home using fully structured questionnaires. Multi-stage sampling method was used in selecting respondents respondents were interviewed in various parts of Lagos. 560 of the sample were males while the balance 440 respondents were females. The study also comprised of respondents aged 18 to 24 years (29%), 25 to 34 years(43%),35 to 45(19%) and 46 years and above(10%). In terms of social class, 17% of the respondents were consumers in the upper income class, 42% in the middle income class and 41 in the lower income class. The fieldwork for February wave started on the 5th of February and ended on the 21st of February,

Research Methodology In each product category, the respondents were asked five questions relating to trust. They were asked to associate the statements read to them with brands (a single brand per statement). No brand name was mentioned to the consumers. Respondents named brands spontaneously. The aggregate scores for the five statements were then computed to determine the most trusted brand for each product category. 6

OVERALL This study is meant to identify the domestic airlines in the country that best bond with the consumers. To satart,1000 respondents in Lagos market were contacted to answer question for airline and other categories. Expectedly, only 30% of the respondents were qualified to talk about the domestic airline category.689%the respondents mentioned clearly that they do use the category. The study use five metrics to determine the most trusted brand. The questions were: 1. the airline you obtain what you look for in an airline. 2. the airline you feel most comfortable in. 3. the airline that would be honest and secure in addressing your needs 4. the airline that would make any effort to satisfy you 5. the airline that would never disappoint you. Each respondents were asked to associate each of these statements with a particular airline spontaneously. That is list of the airline was not mentioned to the respondents, the name came from them. The aggregate scores were used in calculating the most trusted brand in the category. virgin Nigeria was voted as number one with 12% votes. Virgin performed twice better than the nearest competitor. Aero. Aero contractor was nominated by 6% of the respondents involvements. Arik air had 4.1%votes from the respondents. Chanchangi and Belview had 1% score each. GENDER The category is not gender sensitive. the trusting took the same pattern. AGE Age did not court in the major respondents votes respondents voted for the brass. SOCIAL CLASS Votes for each of the brand came mostly from those in the upper income class. 7 AIRLINE

12% 11%12% Virgin Nigeria 6% Aero Contractor 3%1%12%1%Others 1%2% 1%2%Belview 1000 Base 4% 5% Arik Air 1% Chanchagi 1% IRS Don’t Know None 70% 3% 2% Would never disappoint me Would make any effort to satisfy me Would be honest in attending to my needs I feel most confident in I Obtain what I look for in it AIRLINE CATEGORY Virgin Nigeria, 12% Aero Contractor, 6% Arik Air, 4% Belview, 1% Chanchangi, 1% IRS, 1% Others, 2% None, 3% Don’t Know, 70%