Though 4 brands made it to User's Choice club, the winner this time, DIGILINK, like the last couple of years is far ahead of competition in almost every aspect. DIGILINK has an astonishing 77% participants using structured cabling solutions from it. Other vendors including those who are in the Users' Choice club didn't even manage double digit percentages in current brand usage. Other members in the club are Tyco Electronics, Molex, and Systimax which is almost similar to last year, the only exception being Molex replacing Finolex. When it comes to top of mind recall, the scenario does not change at all and DIGILINK again tops the minds of participants.
|Users' Choice Club 2010|
|Another of those categories, where one player is miles ahead of competition.|
|Future Brand Preference Reasons|
|Tyco is beating all othe brands for product reliability, initial price and even brand name.|
When it comes to future brand preference, all top brands are being preferred for their brand name, product reliability, and initial price. Specifically, 91% of users who are likely to opt for Tyco gave product reliability as their reason for the choice. Similarly another 82% gave initial price as the reason, and 64% gave brand name as the reason. Fro DIGILINK, 78% of its likely buyers gave product reliability, 58% chose brand name, and 51% gave initial price as the reasons for shifting to it. Systimax interestingly has 57% of its respondents giving each of the three reasons as the other two brands. After sales service and support are not very strong reasons for preferring any of these brands in the future.
|Brand Loyalty 2010 vs 2009|
|Both DIGILINK and Tyco have ganied loyal customers over last year. Systimax needs to watch out.|
DIGILINK dominates across all eight verticals and four geographical zones. Tyco Electronics is the only other brand that manages strong brand perception, but only in the IT/ITeS vertical.
DIGILINK's brand loyalty is the highest at 82%, an increase of 34% over last year. The other contender having great brand loyalty percentage of 80% is Tyco Electronics. Brand loyalty of Systimax is 36% down by 34% over last year.