In a recent survey of Mexican consumers conducted by the Reputation Institute and the Cemefi, Grupo Bimbo obtained a RepTrak™ Pulse’s 78.5 rating, placing it first among the Mexican companies of the list of the country.
According to the reputation strength scale, Grupo Bimbo’s rating is considered Strong and Robust (70–79 points), indicating that the company enjoys an important level of trust, admiration and esteem among the Mexican public..
The results of the 2016 RepTrak™ Pulse México confirm that the reputation has a direct impact on sales since it generates positive behaviors among consumers. Therefore, consumers buy products or services and issue favorable opinions.
Reputation Institute and the RepTrak™ System
The Reputation Institute is the consulting world leader on reputation knowledge, evaluation and management. In 2006, it created a proprietary tool called the RepTrak™ System; it is based on the simple notion that reputation develops starting with the emotional bond that stakeholders have for the company: their pulse. The RepTrak™ Pulse measures the degree of admiration, trust, good faith and esteem that those surveyed express about the companies.
The RepTrak™ System indicates that there are six key dimensions in corporate reputation: Products/Services, Innovation, Working Environment, Governance, Citizenship, leadership and Performance.
The RepTrak™ System evaluates the degree at which one particular dimension affects the emotional bond among stakeholders and the company. This is important, since a better reputation leads to the level of support for the company that consumers will express through recommendations issued, as well as their will to grant the company the benefit of a doubt during a crisis.
The RepTrak™ model measures specifically, the public’s perception of companies. The perception data presented for an industry in general are obtained averaging the scores obtained by different companies.
Survey Methodology
The 2010 RepTrak™ Pulse Mexico analyzed 277 companies selected by their invoicing volume and spontaneous familiarity of the target audience surveyed. Field work was done in the months of February and March of the current year. It consisted of 7,673 interviews of Mexican consumers, receiving 34,453 evaluations.
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Source: Grupo Bimbo