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Households |
|
| North and East |
109 |
| West | 172 |
| South | 207 |
| TOTAL | 488 |
Like the last two years, the Users’ Choice survey this year was conducted by IMRB. There were two parts to the survey this time. One was the regular survey that we do every year where we determine which are the IT brands that users prefer to buy. The other survey was conducted to determine the top international IT brand, top Indian IT brand and the product of the year 2001 according to the Indian IT user. The details for the latter survey are given towards the beginning of this story. In the regular survey, we added six new categories this time and covered both businesses and hou
seholds.
| Businesses Interviewed |
|||
| a | LargeBusiness | Small and Medium Business |
Software Companies |
| North and East |
163 | 156 | 49 |
| West | 137 | 154 | 53 |
| Kolkata | 65 | 104 | 91 |
| TOTAL | 365 | 414 | 193 |
The business establishments were divided into large businesses, SMEs and software companies. The large businesses were
| Questions for different categories were asked only to the relevant segments. For instance, the households were not asked which network server they intended to buy. |
chosen from CMIE’s list of top 4000 companies by turnover. The household sample was from SEC (Socio-Economic Classification) A and above only, as these are the households with maximum buying power. The survey for households and businesses was conducted in six and seven top cities of India respectively. Close to 1500 personal interviews were conducted by skilled field executives.
| User’s Perception Index (UPI) For a brand’s score to get reported, it must get at least 4% of the valid votes polled in the category. From this data, we calculate the UPI, which indicates the relative preferences for various brands. It measures the relative acceptance of a brand. So, a brand with the maximum votes gets a 100, and the remaining brands get a rating relative to this. For instance, if the winner X had 200 votes, and another brand Y had 50 votes, then X would have a UPI of 100, and that of Y is 25 (100 x 50/200). |
The questionnaire was open-ended and didn’t in any way prompt the respondent for an answer. Three basic questions were asked to each respondent for each brand category: Which brand they currently owned, if any; if they were to choose a brand over the next one year, which one would it be; and finally the main reasons (out of a list of four) for that choice. These four reasons were “well known brand, low price, good quality, better service”.
The brand categories were chosen based on product areas relevant to a large cross section of users.
Anil Chopra