Zenith Bank adjudged bank with highest purchase intent score in 2021
Zenith Bank Ghana, has been adjudged as the bank with the highest purchase intent score among its peers.
According to the 2021 Annual Brand Health Report by research firm Global InfoAnalytics, Zenith Bank for the review year recorded the highest average purchase intent score of 62%.
UBA Ghana came second with an average purchase intent score of 60% and then Standard Chartered Bank with 59% purchase intent score.
According to Global InfoAnalytics, the annual performance score shows FBN, UMB and CBG with the lowest purchase intent with a score of 43%, 42% and 25% respectively.
The purchase intent metric as measured and explained by Global InfoAnalytics shows how likely customers are to go from knowing a brand to buy the products and indicates the probability that a consumer will buy a product or service in the future.
Purchase Intent: Société General takesover number 1 spot in Q4 2021
Société General Ghana for the last quarter of 2021 was ranked the bank with the highest purchase intent among its peer banks in the country.
The Bank took over the number 1 spot from Absa Bank Ghana which held the number 1 spot for three consecutive quarters of 2021 – Q1 to Q3 2021.
According to Ghanaian research firm, Global InfoAnalytics, Société General per its survey for Q4 2021 gained a purchase intent score of 55.07 percent.
Closely following Société General were Stanbic, Prudential and GCB with purchase intent scores of 49.57 percent, 43.81 percent, and 43.64 percent respectively.
Meanwhile, in terms of customers’ loyalty to their banks, the research firm asserts that its survey found 81% of all banking customers being loyal to their banks with only 4% being disloyal.
Fifteen percent [15%] of customers were neutral, neither loyal nor disloyal.
The 2021 Annual Brand Health Report by Global InfoAnalytics, is the aggregation of Q1, Q2, Q3 and Q4 reports to asses the overall brand leader in the five key brand matrix namely: Brand Recall, Purchase Intent, Brand Visibility, Net Promoter Score (NPS) and Brand Equity.
A nationwide survey was conducted in all sixteen (16) regional capitals of Ghana, the survey combined both field and online data collection methods with a total sample size of 6,927 bank account holders across the country.
