As part of its recent launch, MCsquared, the new look Consumer & Brands division of Murray Consultants, commissioned research* into well known brands, in association with Empathy Research, which resulted in some interesting findings with regards to brand loyalty and media consumption patterns amongst the hyperconnected18-30 year olds.
Nicky Crichton, Director, MCsquared speaking at the announcement of the research findings said: “The research reveals that brand equity, and brand loyalty are still amongst the most influential factors in purchasing decisions, despite an increased focus on value during the economic downturn. It is promising to note that Irish brands are still well represented in the top twenty list of powerful brands, demonstrating considerable resilience in recessionary times, and a genuine pride in “home-grown” products.”
The research indicates that certain gender stereotypes may be well founded, with females highlighting Cadbury chocolate, Tayto crisps and Ballygowan as must have ‘desert island’ luxuries, whilst males opt for Guinness, Heineken and Brennan’s Bread!
When it comes to ethics, it is clear that the ethical behaviour of a brand continues to have a significant impact on consumer decisions regarding purchase, assuming the price is reasonable. In addition to this, Irish consumers view brand values taking precedence over value for money in certain categories, such as infant food and children’s products, where an underlying trust in the product and its product values are the key differentiators.
Amongst the research findings are the following:
Powerful Brands
- When asked which brand’s communications campaign was most impactful in the last 12 months, the most popular campaigns by brand were identified as Guinness (11%), Apple (9%) and Hibernian Aviva (9%).
- When asked which brands they perceived to be truly powerful brands, the respondents surveyed listed Coca-Cola as the most powerful brand (31%), followed by Cadbury (15%) / Apple (15%) with Nike (6%) in third place.
- Of the top twenty brands seen as ‘powerful brands’ in unprompted questioning, thirteen of these are Irish including Cadbury, Tayto, Ballygowan, Brennan’s Bread, Avonmore, Denny, Barry’s Tea, Guinness, Bulmers, proving that Irish people are still passionate about home-grown brands.
Gender Specific Brand Preferences
- Food and drink brands quoted as being ‘desert island essentials’ amongst a mixed gender target group included Cadbury, Tayto, Coca-Cola, and Kellogg’s.
- However, when females were asked the same question, 32% of respondents claimed that Cadbury chocolate, Tayto crisps, and Ballygowan water topped the list of priorities. Interestingly Guinness, Heineken and Brennan’s Bread were top of the list for male respondents.
- Services quoted as being desert island essentials were phone (35%), internet (31%), and interestingly, ranked in third place was electricity (17%) for males, and hairdressing facilities (11%) for females – good news for hairdressers in recessionary times!
Brand Values
- With regards to ethical purchasing patterns, assuming the price is reasonable, 58% of respondents believed that a product having been produced in Ireland was a deciding factor in whether or not to purchase, 63% believed that the product being produced in ethical working conditions was another key consideration in deciding which brand to choose, and 84% claiming that a ‘brand I know and trust’ is the key consideration in purchasing decisions.
- In relation to value for money versus brand values, in the case of infant products and baby food in particular, 36% of respondents believe that brand values are more important than value for money whereas, with regards to cereal and supermarket brands, 39% and 59% respectively found that value for money was the more important factor.
Information Sources
- Somewhat unsurprisingly, when asked to rank the information services which were most influential, internet (93%) and TV (81%) led the poll, however 62% of respondents in the 18-30 age bracket felt that their network of friends were as influential if not more so that print media at 61%, proving beyond doubt the power of word of mouth in today’s marketplace.
MCsquared is a full service brand communications agency, with a simple formula – talented people giving powerful brands a clear point of difference, by adding maximum value through cutting edge insights and delivery of great results.
The launch of the new identity marks a successful year for MCsquared in 2009, having added 3 Mobile, Love Irish Food, Trebor Gum, Lough Rynn Castle, Kilronan Castle Estate and Spa, and Sqeez, to its extensive client portfolio since early 2009. Since the beginning of 2010 the agency has also been appointed to handle all consumer PR for Odlums, Roma and Shamrock Foods brands.
*Research was carried out amongst a group of 1,000 people (63% female / 37% male) within the 18-30 age group across the four regions of Ireland.
ENDS
For further information, log on to www.mcsquared.ie / please contact:
Nicky Crichton
Director
MCsquared
Latin Hall
Golden Lane
D8
Tel: + 353 1 4980325
Mob: + 353 866085454
