Study finds brand perceptions impact instrumentation suppliers

Brand perception and performance influence user instrumentation choices, a recent market research study shows.

01/20/2005


Brand perception and performance influence user instrumentation choices, a recent market research study shows. “Brand Perceptions of Life Science Instrumentation Suppliers,” a survey conducted by BioInformatics, LLC , polled 1,800 life scientists to obtain an in-depth look at nine instrumentation categories, from basic instruments such as centrifuges to cutting-edge technologies such as DNA microarray and high-throughput screening instruments.

According to the study, the life science instrumentation market is characterized by sectors with varying levels of competitive intensity, but across the market as a whole, a number of suppliers have established dominant brands. The report is intended to help suppliers identify core elements that contribute positively to their overall brand perception.

Among the areas probed by the survey were post-sales support, customer loyalty, and brand strength. It notes that respondents said they were less than satisfied with the level of post-sales support they receive from their instrumentation suppliers, specifically instrument calibration, technical support, replacement parts and service, and warranties. The finding suggests, says the survey summary, that while suppliers may view a sale as a culmination of a customer relationship, customers view the sale as the beginning of a relationship and have unmet expectations.

The survey also found customers have varying degrees of loyalty to their instrumentation suppliers. Another indicator of changes in the competitive landscape, says the report, stems from analyses of the suppliers that scientists associate with different types of instruments and those companies the scientists say they will purchase from in the future. Discrepancies between answers in these two areas may indicate competitive threats and provide a measure of the effectiveness of a company’s brand strategy.

Click here to obtain an executive summary of the report .

—Jeanine Katzel, senior editor, Control Engineering, jkatzel@reedbusiness.com





No comments
The Engineers' Choice Awards highlight some of the best new control, instrumentation and automation products as chosen by...
The System Integrator Giants program lists the top 100 system integrators among companies listed in CFE Media's Global System Integrator Database.
The Engineering Leaders Under 40 program identifies and gives recognition to young engineers who...
This eGuide illustrates solutions, applications and benefits of machine vision systems.
Learn how to increase device reliability in harsh environments and decrease unplanned system downtime.
This eGuide contains a series of articles and videos that considers theoretical and practical; immediate needs and a look into the future.
Robotic safety, collaboration, standards; DCS migration tips; IT/OT convergence; 2017 Control Engineering Salary and Career Survey
Integrated mobility; Artificial intelligence; Predictive motion control; Sensors and control system inputs; Asset Management; Cybersecurity
Big Data and IIoT value; Monitoring Big Data; Robotics safety standards and programming; Learning about PID
Featured articles highlight technologies that enable the Industrial Internet of Things, IIoT-related products and strategies to get data more easily to the user.
This article collection contains several articles on how automation and controls are helping human-machine interface (HMI) hardware and software advance.
This digital report will explore several aspects of how IIoT will transform manufacturing in the coming years.

Find and connect with the most suitable service provider for your unique application. Start searching the Global System Integrator Database Now!

Mobility as the means to offshore innovation; Preventing another Deepwater Horizon; ROVs as subsea robots; SCADA and the radio spectrum
Future of oil and gas projects; Reservoir models; The importance of SCADA to oil and gas
Big Data and bigger solutions; Tablet technologies; SCADA developments
Automation Engineer; Wood Group
System Integrator; Cross Integrated Systems Group
Jose S. Vasquez, Jr.
Fire & Life Safety Engineer; Technip USA Inc.
This course focuses on climate analysis, appropriateness of cooling system selection, and combining cooling systems.
This course will help identify and reveal electrical hazards and identify the solutions to implementing and maintaining a safe work environment.
This course explains how maintaining power and communication systems through emergency power-generation systems is critical.
click me