PremiumNEW DELHI : The brand trust of Prime Minister Narendra Modi is nearly twice that of opposition leader and Congress president Rahul Gandhi according to a study conducted by consumer insights firm, TRA Research.
The study was conducted by taking face-to-face interviews of 2,315 consumers across 16 cities of the country between 12 December 2018 and 15 March 2019. An analysis of the data revealed the dominant brand trust behaviours of the two political leaders that most influenced the voters.
The findings revealed that Modi’s demonstrated sincerity, enthusiasm, altruism and commanding respect emerged as four key brand trust behaviours that influenced voters the most. Modi scored highest on ‘Commanding Respect’ behaviour, nearly four times that of the Congress leader Rahul Gandhi. The second highest score was ‘Demonstrated Sincerity’ where he nearly scored 10 times that of Rahul Gandhi. ‘Altruism’ was BJP leader’s third highest brand trust behavior where he scored nearly nine times that of the Congress party leader. In ‘Enthusiasm’, Modi was four times that of Rahul Gandhi.
Modi also led in all the 10 brand trust behaviours by a significant margin which also includes empathy, accepting responsibility, perceived competence, shared interest and outward appearance among others.
“When voters vote, they place their trust on the party and leader that they vote for, and winning an election is all about gaining citizen’s trust. To understand voter behaviour, it is essential to understand their subliminal influences, an aspect which TRA has been studying for over 10 years now.
A voter’s pattern is not easy to decipher and for any party to sustain or regain the voter trust, they must research the underlying messages that create voter trust for their ‘brand’," said N. Chandramouli, chief executive, TRA Research in a statement.
TRA Research conducted research using its 61-Attribute Brand Trust Matrix for the two main contesting political leaders. The matrix studies trust influences based on 61 intangible brands attributes which converge into 10 brand behaviours and three archetypes.
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