Southern cities reflect national flavour: Survey

Chennai: Test samples from Southern cities for surveys on brands in the consumer market can actually reflect the national flavour. A recent national survey by Trust Research Advisory involving 1,000 popular brands from various categories showed that the opinion of the southern zone is akin to that of the national ranking.

"Once the survey was completed in all aspects across all four zones, we realised that the trends in southern zone was similar to that of the national ranking," N Chandramouli, CEO of Trust Research Advisory told reporters here. Southern Zone in the survey comprised five cities-Chennai, Bangalore, Hyderabad, Kochi and Coimbatore. "These five cities represent the opinion of all India," he said.

The top five in the all India ranking were almost the same with that of the Southern Zone ranking, with an interchange only in third and fourth spots. According to the survey, Nokia, Tata, LG, Samsung and Sony were ranked between 1 and 5 respectively in all India ranking, while Samsung was third and LG fourth in Southern Zone rankings. The same brands ranked (1, 6, 2), (6, 8, 1), (2, 1, 5), (3, 4, 6) and (4, 2, 4) in North, East and West Zones.

Specifically referring to the southern zone,he said brands which scored well are ones with a long legacy. "It reflects the southern ethos rooted in the age of brands." However, some brands which were less popular elsewhere did do well in Chennai. "Chennai is different in the lot. You have to take the South collectively. A single city survey on Chennai will not help," Chandramouli said.

The survey was done in over 15 cities across the country. A total of 712 respondents from Delhi, Lucknow, Chandigarh, Jaipur and Indore and 298 from Kolkata for East were involved. While 782 respondents from Chennai, Bangalore, Hyderabad, Kochi and Coimbatore were involved from South, 926 respondents from Mumbai, Ahmedabad, Pune and Nagpur were involved from West.