Amazon, Flipkart, Snapdeal have highest brand equity: Nielsen

Amazon, followed by Flipkart and Snapdeal have the highest brand equity amongst e-tailing websites, a study by Nielsen said here on Monday.

"The sellers polled indicated that Amazon (first), Flipkart (second) and Snapdeal (third) have the highest brand equity amongst e-tailing websites," a statement by the Nielsen said.

Nielsen's E-commerce Sellers study Q1 2016 (January-March 2016) indicates that 39 percent online sellers explore two or more e-commerce website as an option to sell products on and grow their business.

This study aims to understand the inclination and experience of selling products on e-tailing platforms.

The first part of the study was conducted in 16 markets with a population of more than 10 lakh, and a sample size of over 1,100 respondents.

"Familiarity, which had come up as the top driver for building equity in the category, is demonstrated by top-of-mind recall," the statement said.

The top three players among the first brand spontaneously recalled were Amazon (25 per cent), Flipkart (21 per cent) and Snapdeal (20 per cent).

In terms of overall awareness, Amazon (86 per cent), Flipkart (82 per cent) and Snapdeal (75 per cent) were leading the others, the statement said.

"With the e-commerce industry growing in double digits, there is a surge in demand by customers, and an evolving online seller category that is fuelling supply on portals. To ensure the equilibrium of demand and supply, it is essential for e-commerce portals to focus on developing an inviting platform for online sellers in India," said Dolly Jha, executive director, Nielsen India.

"Considering the juncture at which the category is, it is now very critical for e-tailers to understand push and pull factors that make sellers pick one website over the other. This pioneering study that measures brand health will also help understand the impact of marketing activities," she added.

--IANS

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