Reader's Digest rates DDA most trusted brand in Real Estate

New Delhi, May 15 (UNI) It may have been in the line of fire from several quarters in the aftermath of sealing and demolition in Delhi, but the Delhi Development Authority has been rated as the most trusted brand in a recent survey by the Reader's Digest.

Reader's Digest Trusted Brand Survey-2007 has rated Delhi Development Authority as the most trusted brand in the Real Estate Category.

According to a DDA release, the Gold Trophy to this effect was presented by Union Minister of Tourism, Ambika Soni at an award presentation ceremony in Mumbai on May 4.

The survey was conducted by Nielsen Media Research and covers 7 markets covering key Asian cities in India, Hong Kong, Taiwan, Thailand, Philippines, Malaysia and Singapore.

A two pronged methodology was adopted. The first step was to mail questionnaire via the October, 2006 issue of Reader's Digest wherein about 300,000 mail-outs were sent to subscribers. The second part comprised telephone survey conducted by Nielsen Media Research during October-November, 2006 wherein about 3500 interviews were conducted.

The sample comprised top 50 per cent of Asian Consumers aged 20 or above, well educated [secondary or above] and top 50 per cent of affluent population. The award was given in 40 categories of consumer products ranging from automobiles such as car to hotels and even jewelry and sanitary-ware etc..

The questioning comprised of 2 levels. In the first level interviewee was asked to name the most trusted brand amongst the nominees. The level two comprised evaluation of brand attributes on a 5-point rating scale comprising trustworthiness, credible image, innovation, quality, value, understanding of customer needs etc.

An assessment equation was used to obtain total rating score by multiplying total number of votes with an average score of 6 qualitative values. The Gold Trophy is given to a brand whose rating score clearly excel other brands in that category.

UNI