AirAsia top budget carrier for region’s millennials, survey shows
In the “2016 Malaysia’s Gen Y’s Top Brands” survey by Influential Brands, a think-tank by regional branding expert Brand Alliance, the firm came out on top as the preferred choice both locally as well as in the other four countries surveyed, namely Singapore, Indonesia, Thailand and China.
“While AirAsia has built a strong reputation in Malaysia, it is particularly noteworthy that AirAsia is the common choice amongst all surveyed, emerging within top five brands of mention in Asia’s Gen Y’s choice of airline,” Influential Brands’ press statement read, referring to those aged between 21 to 31 as Gen Y.
Malaysia Airlines was the top choice for Malaysian millennials looking for full services airlines, while Singapore Airlines was ranked as the “top-of-mind” brand in Asia.
AirAsia has a seven-year streak in being awarded “World’s Best Low Cost Airline” by the Skytrax World Airline Awards, the global benchmark of airline excellence, since 2009.
When choosing their favourite car brands, Malaysia’s Gen Y also chose local manufacturers Perodua and Proton as among their top five.
“From the results, Malaysian Gen Y loyalty towards home-grown brands is apparent across many categories.
“In the category of car, they picked Perodua and Proton amongst their preferred brands,” the statement read.
The other cars that topped the category include Honda, Mazda and Toyota.
For motorcycle brands, Malaysian millennials went with the firm favourites Ducati, Honda, Yamaha and Kawasaki.
Malaysia’s MyTeksi, now known as Grab, also was one of the most popular taxi-booking apps nationwide, alongside the US’ Uber and Brazil’s Easy Taxi.
The survey, which was a collaborative effort between Influential Brands and Open University Malaysia's Business school, was conducted via face-to-face interviews and online surveys in the respective countries' local languages.
Those aged between 21 to 31 years were surveyed on over 50 brand categories w food & beverage, electronics as well as beauty & wellness.
In compiling the top brands in Asia, the responses from 6,000 Gen Y consumers were analysed across all five countries, narrowing down choices to the top five for each category.
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