INTRODUCTION

The brand names’ world in various sectors (drinks, mobile telephony, milk products…) is having an ever-increasing influence in DR Congo, resulting to an outstanding competition in the market. In the eyes of this event, and in order to continue selling, many companies now understand that it is very important to use communication approach as regards their products and through advertising hypes by using many supports such as (billboards, banners, TV commercials…). This survey is aiming at assessing brand name with the Congolese consumers, and checking if there is a link between brands coming at the top of mind and preferences. For that purpose, a survey was carried out in Kinshasa from 1 to 4 October 2011 with a sample of 1000 people according to the method of quotas per age, sex and municipality of residence. This survey shall allow people in charge and communication strategists as well as brand managers of various brands to firstly have a better visibility as regards brands coming firstly at the top of mind of consumers and those better showing some key characteristics such as quality, world-famous, leader, best price,… and secondly brands considered to be better in their respective sectors and those mostly preferred by Kinshasa people. Analyzing this information will help to better understand Congolese opinion and find out the best strategies for the most effective communication.

BRANDS COMING AT THE TOP OF MIND

BEST BRANDS PER ATTRIBUTE

BRANDS PREFERRED PER SECTOR

THE MOST PREFERRED BRANDS AT KINSHASA