Bulgarian e-consumers opt for international brands
The most recognizable brands among Bulgarian internet users are Samsung, Adidas, Nokia, Sony, LG, Coca-Cola, Nivea and Nike. Local brands are also strengthening their market position.
Samsung, Adidas, Nokia, Sony, LG, Coca-Cola, Nivea and Nike are the brands that Bulgarian internet users are most familiar with, according to Gemius research. They are the most frequently mentioned brands in terms of good price and quality. And also the ones most frequently seen on the internet.
"The good news is that the companies are continuing to improve their services over the past 25 years, and are now hiring all types of specialist, who give them the capacity to build stronger, trustworthy and beloved brands. We expect that in the next year the share of Bulgarian companies will continue to grow - comment Vesselin Angelov".
Although no Bulgarian brands are found among the top ranks, some of them hold good positions. For example, Zdrave crème is one of the top 3 leading brands in cosmetics. The leader in this category is Nivea. In the banking sector, the best results are achieved by DSK, followed by UniCredit Bulbank.
"Bulgarian companies have to compete with very strong competitors on a daily basis – comments Vesselin Angelov, online market expert and head of Gemius Bulgarian office. "The good news is that the companies are continuing to improve their services over the past 25 years, and are now hiring all types of specialist, who give them the capacity to build stronger, trustworthy and beloved brands. We expect that in the next year the share of Bulgarian companies will continue to grow" adds Angelov.
The leading automotive brands are Mercedes-Benz and BMW. Samsung, Nokia and Sony are the best known technology and mobile brands among Bulgarian internet users. The champion brands in the category of telecommunications campaigns are Vivacom, followed by Mtel and Globul. The leader among pharmaceutical companies is Bayer and at the top in the audio-visual and electronic category are Sony and Samsung.
Quality, reliability and price are the most important features that the brand should have to take the lead, according to Bulgarian internet users. Samsung comes as a brand with the best price (13 per cent). Immediately after are Adidas (11 per cent of mentions) and Nike (7 per cent). Adidas (14 per cent) and Samsung (13 per cent) are in the first and second place in terms of quality consideration. The third position is held by Sony (12 per cent).
The most frequently seen brands on the internet are Samsung (17 per cent) and Adidas (14 per cent), followed by Nike (7 per cent). A dedicated website and online purchase facilities are two features often mentioned when it comes to providing evidence that a brand is present on the web.
Online presence affects the position of the leading brands, and it is particularly true for pharmaceutical companies and IT products, reveals Gemius data. To a slightly lesser extent, the same is true for telecoms, as well as brands from the category of audio-visual and electronic equipment.
The internet survey was conducted online among 1670 internet users in Bulgaria aged 20-59 years, in November and December 2013.