2015 MOST TRUSTED BRAND IN NIGERIA SURVEY REPORT

NOVEMBER 25, 2015

KEY HIGHLIGHTS OF THE SURVEY:

Nigeria runs a highly trust deficient culture

62% of Nigerians believe very few/few Nigerians can be trusted

Faith based institution is trusted more than business, media and government

Entertainment industry is most trusted in business category

Power is least trusted in business category

About 9 in 10 Nigerians do not trust the Nigeria Police

Legislature is the least trusted arm of government both at the federal and state levels

Nokia is the most trusted brand in Nigeria in 2015

BACKGROUND

The Most Trusted Brand in Nigeria’s initiative is a contribution towards a better Nigeria. It is based

on the conviction that building a high-trust Nigeria is possible. It is possible to re-invent the culture

of trust in our various environments in Nigeria with the focus on reducing the gap between what

“we say we are going to do and what we actually do”. In brandhealth, we call it reducing “say-do

gap.”

Many people are merely talking about the ills in the country, but very few are interested in fixing

these ills. Building a more robust, trustworthy Nigeria, now and in the future for our people requires

involvement of everyone. It requires people who are enthusiastic and are willing to volunteer their

creativity and resources, to provide the desired outcome for the country. That is why brandhealth

puts down its resources yearly to mobilize Nigerians to be more trustworthy.

This year’s edition is a radical departure from where we started-giving awards to brands; and now

to a holistic mobilization of Nigerians to do the right things towards fixing the country with emphasis

on moving from rhetoric to praxis. It provides a platform for a fruitful dialogue amongst agencies of

government, civil society organization, the military, academia, media, businesses and the general

public. Our goal is to bring together these components of the society for the purpose of charting a

course for our country-Nigeria. We also intend to push this initiative to the extent that it influences

public policy thrust.

This volume: 2015 MTB report.

OVERALL OBJECTIVE

The overall objective of this study is to determine the level of trust in Nigeria.

SPECIFIC OBJECTIVES

The specific objective of this study is to gain insights into the following areas:

• What trust means to Nigerians

• How Nigerians see themselves in terms of trusting one another.

• What can be done to improve trust in Nigeria

• Level of trust in various business sectors in Nigeria

• Level of trust in government institutions in Nigeria

• Most trusted brand among various products in Nigeria

RESEARCH METHODOLOGY

Face-to-face interview method using fully structured questionnaires was used in the

study.

Respondents were selected using multi-stage sampling method

A total of 6,406 respondents were interviewed in 12 states and the Federal Capital

Territory of Nigeria.

The states were: Abia, Adamawa, Anambara, Edo, Gombe, Kano, Kwara, Lagos, Oyo, Plateau,

Rivers, Sokoto and FCT.

Respondents Profile:

51% Males

49% Females

11% AB

42% C1C2

47% DE

33% 16-25 years

35% 26-40 years

19% 41-55 years

13% 56 and above

The fieldwork was done August, 2015

THE REPORT

WHAT TRUST MEANS TO NIGERIANS

To belief in something (32%)

To have full confidence in a person or something (22%)

To have faith or hope in someone (16%)

To rely on someone or quality (15%)

Trust is viewed from the perspective of interaction and transaction. Relationships in these areas

require having faith, belief and/or confidence in another. This is important in relationship because

trust drives away fear, it gives a way to assurance, there is no worry in trust, it takes away anxiety,

there is no feeling of bitterness when we trust, and it brings peace, satisfaction and swallows

doubts.

HOW NIGERIANS SEE THEMSELVES IN TERMS OF TRUSTING ONE ANOTHER

No Nigerian can be trusted (10%)

Very few Nigerian can be trusted (26%)

Few Nigerian can be trusted (36%)

Some Nigerians can be trusted (23%)

Most Nigerians can be trusted (5%)

Nigeria runs a highly trust deficient culture. Nigerians know and believe this. Many Nigerians

(62%) believe that very few/few Nigerians can be trusted. In fact, 10% believe no single Nigerian

can be trusted. 23% were somewhat optimistic about our people saying that some Nigerians can

be trusted. However, 5% were incurable optimist, saying that most Nigerians can be trusted.

LEVEL OF TRUST AT VARIOUS INSTITUTIONS

Most Nigerians have experienced so much disappointment in people and governments over the

years. It is therefore not surprising that a large number of Nigerians have trust in Faith based

organizations more than Business, Media and Government. Government is the least trusted

institution in Nigeria.

TRUST LEVEL IN NIGERIAN BUSINESS SECTOR

I do not trust the

industry at all

I just do not trust

the industry

I have some trust

for the industry

I trust the

industry a great

deal

% % % %

Financial Institutions 11 30 40 19

Telecoms 10 33 39 18

Technology 8 29 39 24

Power 33 33 22 12

Eatery 9 34 41 16

Food & Beverages 7 26 42 25

Chemical & Pharmaceuticals 7 29 41 23

Electrical & Electronics 11 30 39 20

Medical/Hospital 10 28 39 23

Oil & Gas 18 36 31 15

Aviation 14 36 35 15

Construction 13 35 37 15

Educational Services 11 31 37 21

Consultancy Services 10 33 40 17

Entertainment 8 24 38 30

DON’T TRUST TRUST

The scorecard of various business sectors in Nigeria indicates that much is still desired in terms of

trust in Nigeria. However, the entertainment industry is rated above other sectors examined in

this study. Power sector has a very big question mark. Most Nigerians (66%) do not trust the

industry. Nigerians are also skeptical about Oil and Gas industry when it comes down to trust.

TRUST LEVEL IN GOVERNMENT INSTITUTIONS

I do not trust the

industry at all

I just do not trust

the industry

I have some trust for

the industry

I trust the industry a

great deal

% % % %

Police 54 31 11 4 Military 12 27 34 27 FRSC 15 37 35 13 Immigration 19 35 34 12 Customs 22 36 28 14 NAFDAC 11 28 35 26 EFCC/ICPC 19 31 34 16 NDLEA 11 28 35 26 NNPC 26 34 27 13 INEC 18 26 31 25

DON’T TRUST TRUST

Police has the mandate to protect lives and properties in Nigeria BUT about 9 in 10 Nigerians do

not trust the any police man/woman. This cuts across all the demographics interviewed. This fact

is very obvious because of their day to day relationship with the people.

The Military, NAFDAC and NDLEA are the most trusted Government institutions. 6 out of 10

Nigerians trust them.. Trust is on the average for INEC, EFCC/ICPC and FRSC. The Immigration,

Custom and NNPC have low level of trust

TRUST FOR ARMS OF GOVERNMENT AT THE FEDERAL LEVEL

The Executive arm of Government is the most trusted at the federal level. This is followed by the

Judiciary. Nigerians do not seem to have more trust in the Federal legislature. One fourth of the

respondents do not have trust in any arm of the government.

TRUST FOR ARMS OF GOVERNMENT AT THE STATE LEVEL

About one-third of Nigerians do not trust state governments. The Legislative arm of the state

government is worst affected with 87% of the respondents not trusting it. Trust for the Executive

and Judiciary is less than 30% each.

TRUST LEVEL AT THE JUDICIARY

I do not trust the

industry at all

I just do not trust

the industry

I have some trust

for the industry

I trust the industry

a great deal

% % % %

State/FCT Judiciary 24 37 31 8

Federal Judiciary 18 32 37 13

DON’T TRUST TRUST

Nigerians seem a little more comfortable with Federal Judiciary than that of the state. The trust

for the state Judiciary is about 50-50 while that of the federal Judiciary is about 60-40 in favour of

the Federal Judiciary.

TRUST LEVEL AT THE EXECUTIVE ARM OF GOVERNMENT

I do not trust the

industry at all

I just do not trust

the industry

I have some trust

for the industry

I trust the

industry a great

deal

% % % %

Presidency 18 33 31 18

Ministers 24 36 32 8

Federal Civil Service 20 36 33 11

Governor’s Office 25 37 28 10

Commissioners 25 39 28 8

State Civil Service 22 38 30 10

Local Government Chairmen 31 35 25 9

DON’T TRUST TRUST

A lot needs to be done at the local government level. The leadership at that level is not doing well

to earn trust from most Nigerians. At the federal level, it was clear that the governors’ office were

even more trusted than that of the President.

TRUST AT THE LEGISLATIVE ARM OF GOVERNMENT

I do not trust the

industry at all

I just do not trust

the industry

I have some trust

for the industry

I trust the industry

a great deal

% % % %

National Assembly 23 36 31 10

State Houses of Assembly 26 36 27 11

DON’T TRUST TRUST

Members of the National and State need to do more to earn trust from Nigerians. This organ of

government has not been able to be independent or do much to impact the lives of the citizenry,

thus, this low trust.

TRUST IN THE MEDIA SECTOR

I do not trust the

industry at all

I just do not trust

the industry

I have some trust

for the industry

I trust the industry

a great deal

% % % %

Newspapers/Magazines 8 31 41 20

Television 5 22 41 32

Radio 5 26 38 31

Social Media 11 29 39 21

Billboards 9 27 38 26

DON’T TRUST TRUST

Nigerians trust television a great deal as a credible source of information. This is followed by radio

and newspapers. About 40% often expressed doubt about information from the social media.

TRUST FOR BRANDS/PRODUCTS IN NIGERIA

A brand you feel most confident in.

A brand that would be consistently honest and sincere in addressing your needs.

A brand that would do the right thing even when nobody is watching.

A brand that offers highest quality.

A brand I rely on to solve your problem

A brand that consistently get result in a way that inspires trust

A brand you trust most

Mean

% % % % % % % %

Nokia 7 6 7 8 6 8 9 7.3

LG 4 4 3 4 5 5 5 4.2

Samsung 4 4 4 4 4 5 4 4.1

Indomie 4 4 4 3 4 4 3 3.7

Peak Chocolate

4 3 4 4 2 3 3 3.2

Dangote Noodles

2 3 3 4 3 3 4 3.2

Coca Cola 3 3 3 3 4 3 3 3.1

MTN 3 4 2 3 3 3 3 3.1

Tecno 2 2 1 2 1 2 2 1.8

Dettol 2 2 1 1 2 1 2 1.6

Toyota 2 1 2 2 1 1 2 1.6

Trust metrics evaluated for several brands in Nigeria revealed that Nokia is the most trusted brand

for consumers in 2015. This is followed by LG and Samsung.

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