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Does the Oil Industry Need to Clean Up its Act?
A recent survey conducted by Harris Interactive indicates the
need to enhance the image of the oil industry
LONDON – March 24, 2006 – A recent survey conducted by Harris
Interactive® suggests a need to enhance the image of the oil
industry. The research was designed to understand consumer attitudes toward oil
companies, compared with companies in the banking, food manufacture, chemicals,
pharmaceuticals and power generation sectors. A total sample of 7,987 adult
consumers (nationally representative in each country, aged 16 and older) was
surveyed via the Internet in four different markets: Great Britain, France,
Germany and Spain.
The findings from the study, which focused on five image-related questions,
clearly show why work needs to be carried out by the oil industry to enhance
perceptions of its image:
Trust: In the four markets surveyed, overall, fewest adults trust in oil
(7%) and chemicals (9%) companies to look after their welfare. More say they
trust banks (17%) and power generation companies (20%); however, it is the food
manufacturers (28%) and pharmaceutical companies (30%) that show highest numbers
trusting them.
Improving living standards: Only one in four (26%) of adults agree that
oil companies "improve the standard of living for society as a whole,"
a similar proportion to the banking (24%). Almost a third (30%) agree that
chemical companies (30%) do whilst in other sectors; food manufacturers (47%),
power generation companies (49%) and pharmaceutical companies (53%), are
perceived by roughly half of adults to be improving the standard of living.
Concern about the local community and environment: Oil and chemical
companies are seen as the least concerned about the local community and
environment, according to adults. Only seven and eight percent, respectively,
agreed that these types of companies "are concerned about the local
community and environment," compared with around one in five who agreed
that food manufacturers (22%), pharmaceutical (19%) and power generation (19%)
companies are concerned.
Ethical business practices: Oil and chemical companies are also least
likely to be perceived as adopting ethical business practices. Again, only six
and eight percent, respectively, agreed that these types of companies
"adopt ethical business practices." Food manufacturers were the most
likely to be seen to adopt ethical business practices, with 18% of adults
agreeing, followed by pharmaceutical companies (16%).
An industry to work for: Of all the industries represented in the survey,
oil and chemical companies are the ones fewest adults would like to work for.
Only 16 and 13 percent, respectively, agreed that they would "like to work
for one of these companies", compared with 25 to 30 percent who say this
for the other sectors.
To summarise, on the five areas of opinion about which adults were
questioned, oil companies came out lowest or second lowest on all the areas.
Farrokh Suntook, senior vice president, Business Development, at Harris
Interactive comments: "Despite some oil companies taking considerable steps
to improve consumer perceptions of the oil industry, it appears that there is
still a credibility gap and much more work remains to be done."
TABLE 1
AGREEMENT WITH STATEMENT (TOP 2 BOX PERCENT AND RANK POSITION)
Base: All adults (n=7,987)
|
Oil Companies |
Pharmaceutical Companies |
Food Manufacturers |
Power Generation Companies |
Banks |
Chemical Companies |
% (Rank) |
% (Rank) |
% (Rank) |
% (Rank) |
% (Rank) |
% (Rank) |
"I can trust these companies to look after my welfare." |
7 (6) |
30 (1) |
28 (2) |
20 (3) |
17 (4) |
9 (5) |
"These companies improve the standard of living for society as a
whole." |
26 (5) |
53 (1) |
47 (3) |
49 (2) |
24 (6) |
30 (4) |
"These companies are concerned about the local community and
environment." |
7 (6) |
19 (2) |
22 (1) |
19 (2) |
14 (4) |
8 (5) |
"These companies adopt ethical business practices." |
6 (6) |
16 (2) |
18 (1) |
12 (3) |
11 (4) |
8 (5) |
"I would like to work in one of these companies." |
16 (5) |
27 (2) |
26 (3) |
25 (4) |
29 (1) |
13 (6) |
Mean Percent |
12.4 |
29.0 |
28.2 |
25.0 |
19.0 |
13.6 |
Mean Rank |
4.7 |
1.3 |
1.7 |
2.3 |
3.2 |
4.2 |
Methodology
Harris Interactive® conducted the online survey between 1
and 9 December 2005, among 7,987 adults aged 16 and over from four Western
European countries: Great Britain (1,912) France (2,069), Germany (2,174), and
Spain (1,832). Data were weighted to be representative of the general adult
population in each country with respect to age, sex, income, education,
geographic location and propensity to be online. In theory, with probability
samples of this size, one could say with 95% certainty that the results have a
sampling error of +/-1 percentage point for the overall W. Europe sample and the
sampling error is higher and varies for the results from individual country
sub-samples. This online sample was not a probability sample.
About Harris Interactive®
Harris Interactive serves clients worldwide through its United States, Europe (www.harrisinteractive.com/europe)
and Asia offices, its wholly-owned subsidiary Novatris in Paris, France (www.novatris.com),
and through an independent global network of affiliate market research
companies. EOE M/F/D/V
Harris Interactive Inc. (www.harrisinteractive.com),
based in Rochester, New York, is the 13th largest and the
fastest-growing market research firm in the world, most widely known for The
Harris Poll® and for its pioneering leadership in the online
market research industry. Long recognized by its clients for delivering insights
that enable confident business decisions, the Company blends the science of
innovative research with the art of strategic consulting to deliver knowledge
that leads to measurable and enduring value.
To become a member of the Harris Poll OnlineSM and be invited to
participate in future online surveys, go to www.harrispollonline.com.
For further details about this specific survey or about our overall services
please contact:
Caroline North
+44 (0) 208 263 5246
cnorth@harrisinteractive.com
Jennifer Cummings
+1 585 214 7720
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