The Hindu : Business : MILMA, Popy top brands in State: Survey

Online edition of India's National Newspaper
Wednesday, Sep 07, 2005

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Business

MILMA, Popy top brands in State: Survey

Staff Reporter

KOCHI: State co-operative MILMA came first in the 20 top home-grown consumer brands in Kerala, according to a survey by the Rajagiri School of Management. Popy and V-Guard won the second and third places in the list of most popular brands.

The other brands in the list: Anna Aluminium, Eastern, John's, Kitex, ScooBee Day, Paragon, Pankajakasthuri, Saras, Lunar, Chakson, Mr.Butler's, Melam, Kera, Rubco, Nirapara Rice, Periyar Rice, and Nagarjuna. About 2,300 samples were taken for the study conducted by 25 students of the Rajagiri School of Management. The top 20 brands were rated on the basis of awareness, popularity, status, reputation and preference among consumers, according to a press release.

In the first phase of the study, students identified 314 brands that satisfied the selection criteria. Seventy-three brands were shortlisted in the second phase. These brands were ranked based on its popularity. Brands were also ranked on its popularity in four groups. These include region, gender, age group and social groups. Consumers between the age of 18 and 60 participated in the survey.

Market share, size and turnover of the companies were not considered in the survey. Companies without a base and production centre in Kerala were also not included. Media, jewellery and institutional brands were not considered.

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