5-BRAND REIS IS HIGH IN LOYALTY
Based on the“Pulses Key Ratio Analysis”, 65 percent of consumers
who buy the brand Reis in pulses expressed that they have been
frequently consuming the brand; while 28 percent expressed that
they have been consuming the brand regularly.
6- PRIMARY REASON UNDERLYING PREFERENCE FOR BRAND REIS
IS ITS RELIABILITY
“Attributes underlying preference for the most consumed pulses
brand”revealed that consumers preferred Brand Reis in pulses
because the brand is delicious, reliable, healthy, quickly cooked,
recommended, clean and recognized. Reasons underlying
preference for Reis brand are in the following order:
*Reliability is in the first place by 56.2 percent;
*Delicious (tastes good) is in the second place by 55.2 percent;
*Healthy is in third place by 50.9 percent.
7- REIS IS THE MOST RECOGNIZED RICE BRAND BY 21.6 PERCENT
According to the Rice Brand Awareness research, Reis was the
most indicated rice brand by the consumers, when unprompted
(unsupported) by 21.6 percent, as it was with the pulses. Reis had
a clear lead in the most recognized brand in supported brand
awareness with 49.6 percent when the consumers were shown a
brand card. Marmara Region, notably Istanbul, and female
consumers were the majority in this group.
8- REIS IS THE MOST CONSUMED RICE BRAND
According to“Rice Brand Consumption”research, Reis had 13
percent in the regularly consumed brand category, and 7.9
percent in the most frequently consumed brand ranking.
Residents of Marmara and Eastern Anatolian Region and age
group 25-35 prevail.
9- CONSUMERS ARE HIGHLY LOYAL TO REIS BRANDED RICE
Consumer loyalty in rice shows a high 61 percent for Reis branded
rice. 61 percent of consumers state that they frequently consume
the brand Reis, while 26 percent states that they consume the
brand regularly.
10- REIS IS IN THE FOREFRONT AS A RECOGNIZED RICE BRAND
Attribute underlying the Preference for the Most Consumed
Brand, is the affordable price for unpackaged rice, while Reis is in
the forefront as a recognized rice brand. According to the
researches, brand Reis is the most consumed brand on account of
the following:
* 59 percent Reliability;
* 54 percent Delicious (good taste);
* 47.6 percent Healthy are the first three reasons.
Other factors stated for preferring Reis, among others, are
cleanness, recommended brand, quickly cooked, good results
with rice dishes, conscious brand, and affordable price.
* IMPORT GOODS IMPAIRED PALATES. PUBLIC PULLS AWAY FROM
PULSES.
*RICE AND PULSES CONSUMPTION DECLINES.
*45 PERCENT OF PUBLIC DOES NOT KNOW HOW TO COOK WHITE
BEANS, CHICKPEA, LENTIL ANDWHEAT GROATS DISHES.
*THE YOUTH IS UNAWARE OF OUR TRADITIONAL BLACK EYED PEA,
GREEN PEA, BORLOTTI BEAN, BROAD BEAN DISHES
* Researches show the youth tends toward prepared meals and
are in the dark about traditional dishes.
*Consumption of rice and pulses, the jewel in the crown of our
traditional meals, has plummeted. Penetration of imported goods
in our country, sale of old crop yields and combined products
have impaired the palates of Turkish citizens. Lack of taste in rice,
beans, chickpeas, lentils imported into our country has resulted in
the decrease of consumption of these products. Combining old
and recent crop yields and blend of imported and local products
have taken the taste out of our dishes. Therefore, the consumers
can no longer find the customary tastes and flavors.
* Rice, pulses and wheat groats dishes which are recognized as a
part of Ottoman dining culture and traditional, national meals, are
unfortunately being abandoned and the variations thereof are
being forgotten.
Mehmet REIS
Reis
Golda
ABC
Ofis
Akel
Noba
Damla
Unpackaged
Pulses
Supermarket
brands
11,6
>Marmara, Istanbul
7,5
>Marmara, Istanbul, age 25-34
5,9
>Eastern Anatolia
3,3
>Eastern Anatolia
5,7
>Aegean, Central Anatolia, Mediterranean, Izmir
2,8
>Aegean, Central Anatolia, Mediterranean, Izmir
4,9
>Central Anatolia, Eastern Anatolia, Ankara
2,8
>Central Anatolia, Black sea, Eastern Anatolia, Ankara
4,2
>Marmara, Istanbul
2
>Istanbul
1,9
>Eastern Anatolia
0,4
>Eastern Anatolia, age16-20
1,8
>Central Anatolia, Ankara
0,7
>Central Anatolia, Ankara
53,8
>Central Anatolia, Mediterranean, Eastern, 35-49
25,1
>Aegean, Central Anatolia, Black sea, Izmir
11,2
>Aegean, Black sea, Izmir, age 21
40,9
>Central Anatolia, Mediterranean, Eastern, Bursa
Regularly consumed
brand
Most consumed brand
First mention
%10
%7
%2,5
%2,5
%6
%7
%1,1
Reis
Akel
Golda
Ofis
ABC
Baldo
Damla
21,6
49,6
>Marmara,Women; Istanbul
13,5
31,2
>Marmara, Eastern Anatolia; age35-49; Istanbul
11,2
29,4
>Marmara, Eastern Anatolia; Istanbul
10,4
19,5
>Central Anatolia, Eastern Anatolia; age 35-49; Ankara
10,2
18,5
>Aegean, Mediterranean, Izmir
9,9
*
9,9
11,1
>Central Anatolia. Ankara
Unsupported
(spontaneous response)
Supported (responses
provided after showing
cards)
Reis
Akel
Golda
Baldo
Ofis
ABC
Bizden
Helin
Unpackaged
Pulses
Supermarket
brands
13
>Marmara, Eastern Anatolia, Istanbul
7,9
>Marmara, Istanbul
9,9
>Marmara, Eastern Anatolia, Istanbul
6,2
>Eastern Anatolia, Marmara, Istanbul
6,6
>Marmara, Eastern Anatolia, Istanbul
2,7
>Marmara, Istanbul
5,9
>Black sea, Marmara
4
>Marmara,Women
5,7
>Central Anatolia, Ankara
3,4
>Central Anatolia, Ankara
5,6
>Mediterranean
3,1
>Aegean, Central Anatolia, Mediterranean
1,9
>Marmara, Bursa
1,8
>Marmara, Bursa
1,8
>age 25-34
0,7
>age25-34
47,9
>Central Anatolia, Mediterranean, DE SES, age 35-64
35,4
>Mediterranean, DE SES
18,6
>Aegean, Central Anatolia, Black Sea, Izmir, age 21-24
7,5
>Aegean, Black sea, Izmir, age 21-24
Regularly consumed brand
Most consumed brand
Anayasa Komisyonu Başkanı
Burhan Kuzu
11
