Nokia, the global leader in mobile handsets, has emerged as the most trusted brand in India, followed by the Tatas and Sony, according to a study by Trust Research Advisory (TRA)- a research company surveyed 2,310 respondents across nine cities.
Surprisingly, the Koreans titans in electronic market, Samsung and LG were able to secure only fifth and fourth position in the list despite of extensive brand marketing and virtual stronghold over the Indian households. Japanese brand Sony, which failed to show some promising market results or exposure in last couple of months, were leading with third position in Indian brand market.
The study was based on 61 questions and carried out over four months, covering cities like Mumbai, Delhi, Kolkata, Chennai and Hyderabad, among others and involved 10, 000 hours of field work. N Chandramouli, CEO, TRA said, “As trust is a very subjective term, we developed a trust matrix which included 61 components defining trust which include empathy, non-threatening ambience, perceived competence, corporate altruism, commanding respect, shared interest, displaying sincerity, enthusiasm, outward appearance and accepting responsibility.”
The list also incubates many surprises for different industries. Despite of known as “Executive Airline” Jet Airlines doesn’t hold a promising position in the list. However, Kingfisher and financially troubles Indian Airlines manage to appear among the top 300 brands.
Similarly, Pepsi has again proved to be much fizzier at the 36th rank, compared to its rival Coca Cola, which figures at the 60th slot. New brands like DoCoMo and Uninor also figure in the list.
Among telecom service operators, Airtel, at the ninth slot, is the most trusted brand, with Vodafone at number sixteen.
Mobile handsets market was no different than surprises. Nokia, facing sharp market decline due to Android and absence of promising smartphones, remains on top spot of the list. However, with steady growth Micromax ranks at number two in mobile list but overall at 80th position in the list closely followed by Blackberry at 84th position.
On personal entities it was only Sachin Tendulkar, Mahatma Gandhi and Amir Khan has managed to secure position in the list at 59th, 232nd and 242 position respectively.
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