Dunlop voted tops by consumers
Dunlop has emerged as the winner of the tyres category in the 2017/18 Ask Afrika Icon Brands Survey. This is the brand’s fifth win since 2011.
“Earning a nation’s trust is not easy. High standards of quality, affordability and availability have clearly combined to endear the Dunlop brand to South Africans. At a time when cash-strapped consumers are showing less commitment to brands, it is indeed inspiring to see that Dunlop has been able to build loyalty with consumers,” comments Yvette Govender, director marketing and business development at Sumitomo Rubber South Africa, parent company of Dunlop.
The Ask Afrika Icon Brands Survey sources its data from the Target Group Index (TGI), the largest of its kind in South Africa with 19 consumer sectors, across 163 product categories.
Thousands of brands across hundreds of product categories were included in the initial analysis, but only 28 Icon Brands were identified for 2017/18.
An enumerated area sampling design was employed and the universe includes all communities with more than 8 000 inhabitants over the age of 15. More than 15 000 consumers were surveyed representing over 25-million adult South African consumers.
“South African consumers vote with their hearts and wallets to select their Icon brands. These are brands that have established a durable and timeless relationship with South African consumers, irrespective of background or living standard,” says Maria Petousis, director of Target Group Index Southern Africa, which runs the Ask Afrika Icon Brands Survey.