The first ever ICERTIAS Best Buy Award survey in Ghana revealed that Ghanaian consumers consider the brand Azar, which was established in the late 1960s as Azar Chemical Industries Limited, best in category for price-quality ratio.
Offering a broad selection of interior wall paints that cater to varying needs, the majority of Ghanaians surveyed have confirmed that Azar is their first choice regarding best value for money.
Surveyed for the ICERTIAS Best Buy Award, respondents were asked, what they felt represented the best price-quality ratio, on the basis of their personal experience of specified products or services in the Ghanaian market.
Presented with open-ended questions, respondents had a wide range of products and service providers when choosing their preferences.
In the interior wall paint category respondents were asked the following question:
“In your personal experience, which interior wall paint brand offers the best price–quality ratio in Ghana” and the majority of those surveyed answered Azar paints.
This is further affirmation for Azar that they have established a loyal customer base, resulting with the majority of consumers choosing them over their competition.
These findings come from the first Best Buy Award research survey conducted in Ghana in September 2015 by the Swiss organisation ICERTIAS.
ICERTIAS Best Buy Award measures the experience and level of satisfaction expressed by surveyed participants with the price-quality ratio of marketed products and services.
It should be noted that the ICERTIAS Best Buy Award survey does not measure brand equity or market share. This research provides insight into the customer’s personal experiences, opinions, satisfaction and perceptions, which are used exclusively to gauge the price-quality ratio of goods and services in the market.
Methodology and Sampling
The 2015/2016 ICERTIAS Best Buy Award research survey on Ghana was conducted by the Swiss organisation ICERTIAS – International Certification Association GmbH. The survey was conducted in September 2015 using a web questionnaire on a sample of 1,200 Ghanaian Internet users aged 15 and over, following the Computer Assisted Web Interviewing – Deep Mind Awareness (CAWI – DEEPMA) method.
This is only an overview of the full research conducted by ICERTIAS. Should you wish to acquire more in depth details of the survey please do not hesitate to contact us.
ICERTIAS Best Buy Award Project
More than ever, buyers are becoming more savvy and selective, seeking out better value for their money. When making final purchasing decisions the price and quality of each product is taken into consideration. The ratio between a good price and the best possible quality (the so-called best buy) is extremely important to customers.
The ICERTIAS Best Buy Award is a project of ICERTIAS – International Certification Association GmbH, based in Zurich, Switzerland.
The ICERTIAS Best Buy Award research mission is to gain insight into user experiences and perceptions of products and services that customers consider to provide the best price and quality ratio (the so-called best buy).
The ICERTIAS Best Buy Award project and certificate aims to simplify the search for the best goods and services at the most favourable price. It is intended to benefit buyers in local and international markets.
The ICERTIAS Best Buy Award research study is conducted according to the provisions of the International Codex for the Implementation of Market and Social Research, which were adopted by the International Chamber of Commerce (ICC) and the World Association of Opinion and Marketing Research Professionals (ESOMAR).
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