Survey – Challenger brands delivering happier customers

ANZ, ING Direct, Virgin Blue, Virgin Mobile, Hyundai and Panasonic are among the brands driving the highest levels of consumer satisfaction, according to a study by consumer forum Canstar Blue.   

The announcement:

Smaller players are toppling the big brands when it comes to customer satisfaction, according to a new study released today.

The first national study by Canstar Blue, a new initiative of CANSTAR CANNEX, showed Australian consumers are generally more satisfied with the less established brands across categories such as domestic airline, car, mobile phone provider and LCD TV.

CANSTAR CANNEX Head of Research Steven Mickenbecker said the detailed study of Australian consumer satisfaction showed some interesting results.

“It turns out Australian consumers are more satisfied with brands that are challenging the traditional leaders in these categories. In the battle for the consumer, it seems that bigger is not necessarily better,” said Mr Mickenbecker.

“Our study shows that Hyundai has successfully taken on industry stalwarts such as Ford and Holden; Virgin Blue and Virgin Mobile have triumphed over Qantas and Telstra; and Hisense LCD TVs have come out ahead of brands such as Sony.

The first Canstar Blue study surveyed more than 2,500 Australian consumers across key demographics to measure and track customer satisfaction. The highest ranking brand in each category today received the Most Satisfied Customers Award.

“We launched Canstar Blue to give Australians a free online resource to help them with their key purchasing decisions by making it simple for them to learn from the experiences of other consumers. It is essentially a guide to product excellence as voted by customers,” Mr Mickenbecker said.

The Canstar Blue study asked consumers to vote for their currently used brand in each category, covering aspects such as price, service, range of products, accessibility and clear bills. The survey was undertaken in conjunction with professional market researchers, Colmar Brunton.

The full Canstar Blue results are available at www.canstarblue.com.au.

Australia’s most popular brands

Canstar Blue – Most Satisfied Customers Awards

Major Bank ANZ

Challenger Bank ING Direct

Domestic Airline Virgin Blue

Mobile Phone Carrier Virgin Mobile

Car Hyundai

Electronics Retailer Retravision

LCD TV Hisense

Plasma TV Panasonic

Other key survey findings

• Australian women were more satisfied with their chosen brand in every category tested, including choice of airline, car, mobile phone provider, television and electronic retailer.

• The results also showed men are fussier when it comes to spending money, proving far less happy with the value provided by their airline, car and phone.

• Practicality rules for Australian men, who were happiest with functional aspects of their brands such as service and product performance.

• Baby boomers lived up to their optimistic reputation, reporting greater satisfaction with their favourite brands than both Gen X and Y. They are also the happiest generation when it comes to the service and value they receive.

• South Australia turned out to be the happy state, with residents reporting greater satisfaction with key brands, the value they receive, service, airline punctuality and clear mobile phone bills.

• West Australians emerged as the grumpiest Aussies, proving the least satisfied with key brands, service and airline availability.”

Source:  Canstar Blue press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.