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Gill Mkhasibe of The Alternative Consultancy research company, has released its Consumer Watch 2004 survey, resulting in great findings for ComutaNet. Intent on establishing brand loyalty and attitudes towards advertising in townships, 200 LSM 4-6 households were sampled in the Soweto, Vosloorus and Soshanguwe areas. 62% of households surveyed favour big brand names, believing that they offer quality, last longer and go further. When asked if they pay attention to various forms of advertising, taxis ranked high with 62%, whilst trains and buses scored 60% and 50% respectively. Furthermore, 44% of respondents indicated that they are aware of and watch Rank TV. This figure is especially prominent in the Soweto area with 98% awareness among the community being recorded. Pieter Groenewald, Managing Director of ComutaNet is pleased with the results, "It is great to see the positive impact ComutaNet's various media platforms have on brand awareness. We have always known that samplings at taxi ranks are a big draw card and extremely effective but to have those results reinforced by an independent research company is very rewarding." Product samples at taxi ranks are another of ComutaNet's specialities and it is clear that these promotions are highly successful. Of those surveyed, 19% had received product samples at a taxi rank and were able to recall the following brands: Colgate Herbal, Lipton's Tea, Sunlight soap powder, Lemon Lite, Carlton toilet paper, Dove, Omo, Surf, Protex, Schweden Bitter and Dawn body lotion. According to the survey, the free samples handed out at taxi ranks encouraged 72% of respondents to purchase the product. One particular person surveyed said, 'I might not have splashed out on the product otherwise, but once I saw how good it was, I tried it'. |
Responses regarding advertising in their communities included, 'it is very professional way of reaching people', 'entertains, educates and gives information', 'through advertising we often see new products or improvements that we want to try' and 'there are many people around informal settlements who don't have TV, so which community advertising they wouldn't see these ads'. 40% of respondents said that they were influenced to purchase the advertised products.
Footnote: Gill and her husband, George Mkhasibe have been involved in distribution and research to the informal market for many years and are highly knowledgeable in this field. Similar research took place a few years ago, investigating brand loyalty in the townships, language, culture and disposable income expenditure. Consumer Watch 2004 is a follow up research programme to its original release. Gill has kindly agreed to share this vital information with ComutaNet on both occasions before general circulation.
Issued on behalf of: ComutaNet |
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