1. Survey Report 1 February 2009 Wave

2. Background Brands’ income comes from the customers-so, brands must provide what they think is of value to the customers. It sounds obvious, yet very few brands do it well. The goal of branding is to build, maintain, and enhance relationship between brands and consumers. Relationship building is a powerful means of creating and sustaining competitive advantage. Sustainable relationship involves trust as its main ingredient. Therefore, brands must build a relationship of trust with their customers. Trust as a critical element in relationship is the focus of this survey. The Most Trusted Brand survey is an attempt to track the strength of brands relationships with their consumers. It is expected that results from the tracking would enable an environment of continual learning, continual improvement and innovation for the brand owners. 2

3. It is expected that it would stimulate a new way to think- seeing the customer’s input in this survey as a gift, and new knowledge that can be used to better brand planning and achieve competitive advantage. The results would serve as a reminder for the brand owners to build on- going relationships by keeping their promises and building trust. As a contribution to strong brand management initiatives in Nigeria, BrandHEALTH commences this study as a means of providing a cost effective, reliable, quick, economic and continuous source of primary data on how brands bond with the consumers. 3

4. Research Objectives The study has only one objective: To identify brands that best bond with the consumers. 4

5. Research Methodology Respondents were interviewed face to face in-home using fully structured questionnaires. Multi-stage sampling method was used in selecting respondents. 1000 respondents were interviewed in various parts of Lagos. 560 of the sample were males while the balance 440 respondents were females. The study also comprised of respondents aged 18 to 24 years (29%), 25 to 34 years(43%),35 to 45(19%) and 46 years and above(10%). In terms of social class, 17% of the respondents were consumers in the upper income class, 42% in the middle income class and 41 in the lower income class. The fieldwork for February wave started on the 5th of February and ended on the 21st of February, 2009. 5

6. In each product category, the respondents were asked five questions relating to trust. They were asked to associate the statements read to them with brands (a single brand per statement). No brand name was mentioned to the consumers. Respondents named brands spontaneously. The aggregate scores for the five statements were then computed to determine the most trusted brand for each product category. 6

7. Top 12 BRANDS Below are the brands that scored above 50% aggregate on the elements of trust. Nokia83% Dettol77% Indomie77% Close Up75% Eva72% Lipton70% Dangote Spaghetti62% Peak60% Viju Milk57% Malta Guinness56% Milo52% Five Alive51% 7

8. OVERALL Noodles market is a very active one. Most respondents were users of the category either personally or by other members of the family. 94% of the respondents, that is, 944 out of the 1000 respondents interviewed answered questions on the category. Indomie noodles had an overwhelming votes as the most trusted brand of noodles. 77% of the respondents found Indomie most trustworthy. Indomie noodles was trailed by both Mee-Mee(6%) and chikki(6%). O! Noodles was voted for by just 3%. 8 NOODLES

9. GENDER Indomie noodles had about 77% in each of the statements of trust presented to the respondents. Voting pattern was same for both male and female respondents. AGE Age did not significantly affect the choice pattern for the brands in the category. SOCIAL CLASS The choice pattern for Indomie, Mee-Mee, Chikki, etc were the same for all the socio-economic classes. 9

10. 1000 Base 77% Indomie Noodies 6% MeeMee 3% O Noodles 5%6% 5%Chikki Don’t Know None 6% 2% Would never disappoint me Would make any effort to satisfy me Would be honest in attending to my needs I feel most confident in I Obtain what I look for in it NOODLES CATEGORY Indomie Noodles, 77% Meemee, 6% Chikki, 6% O Noodles, 3% None, 2% Don’t Know, 6%