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RESEARCH METHODOLOGY
PowerBrands 2011-2012 will list 100 of the most powerful brands of India. The parameters are based on the high recall value and other parameters such as the brand following, the brand connect through various marketing activities conducted by organizations to promote their brand.
ICMR conducted a research on the brands based on the consumption patterns of the brands over the years and the cult following of each one of these brands.
The survey was conducted in different stages:
Stage 1: The survey was initiated by preparing a list of 20,000 brands across India under 40 different categories and 92 sub-categories. The initial list of 10,000 brands was short-listed based on the reach, availability, demand and growth.
Stage 2: Based on the parameters of Brand Recall and Perception a survey was conducted to list the top 1000 brands. The frequency of the brands on the parameters helped us prepare the list.
Stage 3: The consumer survey was conducted pan India (across) 22 cities. The broad parameters taken under consideration were Brand Recall, Legacy/Goodwill of the brand and Brand Impact. ICMR conducted a survey amongst a sample size of 10,000 consumers in 22 cities (Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune, Jaipur, Chandigarh being few of those) pan India. The techniques of Simple Random and Snowball Sampling were used for the survey.