The automobile sector has made quite an impression on the nation as one of the most trusted sectors, according to a study released by The Trust Research Advisory (TRA). The report has ranked India’s first indigenous car brand Maruti at seventh place while leading two-wheeler brand Hero Honda came in at 13th place and international luxury brand BMW at 33rd place.
Hyundai drove in at 43rd place, and TVS at 54th place. Toyota was ranked at 66th place, Ford at 74th place, Mercedes Benz at 81st position, Audi at 104th place and Suzuki at 118th place. Skoda was 126th on the list, whilst Tata was at 159th place. Ferrari was at 162nd position.
The revelations were a result of a study, published by Trust Research Advisory (TRA), a leading research organisation dedicated to understanding and simplifying concepts related to Trust. The study, compiled into a 116-page report titled ‘The Brand Trust Report, India Study, 2011’, was launched recently.
The report is the result of years of detailed research to understand trust which included several hundred hours of discussions with communication experts and behavioural scientists. On this basis, TRA created a proprietary Trust Matrix comprising 61 different components. Based on this proprietary Trust Matrix, TRA launched a syndicated primary research on Brand Trust across nine cities in India covering 2,310 respondents who were classified into the 'influencer' category. The most intensive study on Brand Trust undertaken in the country, the study generated nearly 10,00,000 data points and 16,000 brands. Indian Statistical Institute helped create a statistically robust Brand Trust.
N Chandramouli, CEO, Trust Research Advisory (TRA), said, “The parameters under which this study was carried out is the first of its kind in the country. I believe this will benefit the automobile sector in the long run.”