India's Most Wanted IT Brands...

Continued from page: 3

Sunday, September 17, 2006

Motherboards

Motherboards

The motherboard market is one market where brands must always keep brining out the latest technology to stay in the race. Intel was the only brand that was more mass driven, while all the remaining key motherboard brands were speed driven.

This can be explained by the fact that Intel came up as the highest owned brand in our survey. This was followed by Asus, Mercury and Gigabyte.
Intel also emerged as the most persuasive brand, wherein the number of users intending to buy it were more than users having it on top of their mind.

Even Mercury, which has been fairly inactive in the market over the recent two years, seems to be a persuasive brand. The
reason for this is simply that users not only have Mercury on top of their minds, but there are more users who intend to buy it in the next six months.

From the brand pull graph, it's clearly visible that Intel is the only brand that's pulling in a lot more competitive brands than giving way to competition. Up next is Asus, with a similar pattern, though it is not as strong as Intel.

Gigabyte and MSI are also there, but there are more users shifting out from these brands than shifting in from their competition.

Intel enjoys the highest brand loyalty at 94%. It only faces slight competition from Asus, with 6% of its existing customers wanting to shift to that brand.

Highest top of mind recall: Intel Highest current ownership: Intel Most likely to buy: Intel

Asus, on the other hand has a lot to fear from Intel, with 41% of its customers wanting to shift. Mercury's brand loyalty is fairly low at 25% and 65% of its customers want to shift to Intel over the next six months.

Gigabyte, on the other hand, has 33% brand loyalty, and faces a threat from both Asus and Intel. A good 47% of its existing users from Gigabyte want to move to Intel, while another 20% want to move to Asus.

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