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





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