Eleven categories were chosen so as to represent brands that are either uniquely South African or brands with which a visitor might not be familiar. The results give an indication as to which brands people feel would be the best-of-the-best for a visitor to South Africa. All answers were unprompted.
The study was conducted between April 2006 and April 2007. Interviewing was conducted every week except for two weeks over the festive season, 9,284 adults from urban areas being interviewed in two waves: 5,899 in Wave 1 and 3,385 in Wave 2 (6,392 blacks, 1,265 whites, 1,266 coloureds and 361 Indians/Asians). The study has a margin of error of under 2% for the percentage results quoted.
Many visitors will combine their visit to South Africa for the soccer with trips to other parts of South Africa. TNS Research Surveys asked people to say what airline they would advise a visitor to use.
While low-cost airlines are undoubtedly popular, when it comes to making a recommendation to a visitor, South African Airways is a clear winner, being recommended by 59% of the sample. 25% of people gave a “don't know” response, especially those with lower incomes. However, many people, especially the more affluent, did recommend low-cost airlines:
SAA was particularly recommended by those aged between 18 and 24 (64%) who were also the least likely to give a “don't know” response.
While there is a clear winner in this category, the margin has been made lower by the high proportion of people giving a “don't know” response. 27% recommend Avis, 10% recommend Imperial and 9% saying Budget.
The winner in this category is Holiday Inn (25%) followed by Protea Hotels at 12% and Sun International at 10%. Interestingly, 4% would recommend a Bed and Breakfast rather than a hotel with only 1% recommending a self-catering or holiday apartment.
In all three categories, males are more likely to make recommendations than females who are more likely to give “don't know” responses.
Of course, many people have their favourite local restaurant but TNS Research Surveys decided to ask about bigger chains only due to the likely volume of visitors, to establish those in which people had enough pride to recommend.
As in the above categories, a clear winner in Kentucky Fried Chicken (KFC) emerged with 27% of people giving this response and, unusually, more females (29%) than males (24%). Spur would be recommended by 15% and thereafter, there is a fierce battle for subsequent placings:
For the first time, the “don't know” response has dropped below 10%, showing that most urban South Africans have a view on restaurants and fast food outlets.
This, too, is an area where people feel quite happy to make a recommendation to a visitor. The winner is ABSA at 43% followed by First National Bank (FNB) at 23% and Standard Bank at 21%.
Standard Bank is mentioned more often by females (22%) than males (19%), and is especially lower amongst whites.
Three categories were examined: tea, coffee and fruit juice/fruit juice related brands
This category shows a very close race between the top brands with Joko just beating Five Roses into second place by 0.4%. However, as the table below shows, it very much depends on who one asks in terms of race group, with Joko being the clear leader for blacks and Five Roses being the recommended brand from whites and coloureds.
Gender differences are small with females being slightly more likely to recommend Glen and males being slightly more likely to recommend Joko.
Ricoffy (44%) is the clear winner in the coffee category, with Frisco (25%) being in second place.
Responses in this category are the most fragmented of all so far and have the most gender variation but, nonetheless, a clear winner does emerge with Liquifruit obtaining 16% of the vote with a fairly strong male bias (18% vs 14%). Thereafter, Tropica (12% with a female bias at 14% vs 11%), Hall's (10% - 8% males and 11% females), fresh fruit juice (9%), Appletiser (9%) and Oros (7%) follow.
Pick ‘n Pay at 36% edges Shoprite at 31% out here, although, if one adds in the 12% vote that Checkers received, the combined Checkers Shoprite brand wins with 43%. There are a few relatively strong gender differences, as well as the usual strong differences between races. Shoprite receives more votes from males (34%) than females (28%), whilst Spar and Woolworths have a female bias.
Edgars is a clear winner in this category with a 26% recommending this retailer to a visitor looking for clothes – but there is a closely fought battle for the next three positions. Gender differences are, understandably, strong in this category.
On the premise that visitors will need to replenish certain personal care items, TNS Research Surveys included a question on toothpaste. Two ‘mega-brands' emerged in this category: Colgate (56%) and Aquafresh (33%); other brands were all 5% or less.
The final category looks at the uniquely South African food or dish that one feels able to recommend to a visitor. The diversity of response reflects the cultural diversity that is South Africa:
TNS Research Surveys report that brands South Africans feel proud enough to recommend show considerable diversity depending primarily on the race group (with which income is partly correlated) from which one seeks advice. Gender differences are generally much less marked.
It is apparent that the travel and accommodation category is the one with which visitors will have the most trouble in finding a person willing to make a recommendation. It's possible these categories would gain by creating a better awareness of what they offer.
Having said that, are there any brands that show an ability to cut across cultural boundaries? Leaders across all race groups do emerge:
• South African Airways received a very high level of recommendation
• Avis and Holiday Inn also lead across all race groups in their categories
• In no other category does one brand consistently lead across all race groups
