Zomato is doing something right with brand awareness

About 53 per cent of respondents from these Hindi-speaking states knew what Zomato. But it is well below the awareness for Paytm.

PRASHNAM INSIGHT #37

Prashnam did 2 surveys, with 767 people in the first and 838 people in the second, in 5 Hindi speaking states - Uttar Pradesh, Bihar, Madhya Pradesh, Rajasthan, and Jharkhand, were conducted asking about the popularity and awareness of Zomato vis-à-vis Domino’s Pizza or McDonald’s. We also decided to add a non-food consumer technology product for comparison and chose Paytm.

Prashnam asked the following 3 questions.

Q1: What is Zomato?

a. It’s the name of a movie

b. It’s an app to order food

c. It is an app to make payment

d. I don’t know

Q2: What is Paytm?

a. It’s the name of a movie

b. It’s an app to order food

c. It is an app to make payment

d. I don’t know

Q3: Which of these foods have you eaten at least once?

a. Domino’s Pizza

b. McDonald’s Burger

c. Both

d. None

About 53 per cent of respondents from these Hindi-speaking states knew what Zomato is, which is significant. But it is well below the awareness for Paytm.

 Nearly 69 per cent of people surveyed knew what Paytm is.

43 per cent said they had either eaten at a Domino’s pizza or a McDonald’s burger, or both.

These findings indicate that awareness levels about Paytm or Zomato are significantly higher in Hindi speaking states, even though people might not have access to it or may not have used it. However, urban-centric fast food is still out of bounds for the majority of the masses.

Read the full report in The Print here

The raw response data is available here.