by September 6, 2005 0 comments

This category had eight members in the Users’ Choice Club last year, which was the highest in the personal products section. This year, two brands have dropped out, namely Sony and Logitech. Creative continues to win for the second year in succession. This is surprisingly followed by Bose. So the aspiration value of owning a Bose speaker system for the home theatre holds true for PC owners as well. Altec Lansing has also done the same progress by moving from the eighth position last year to become number three this time. If it continues its long strides for one more year, then it might just wrest away the winner’s crown from Creative next year.

Coming to brand loyalty, Bose scores the highest here, which isn’t surprising considering the high brand premium it enjoys due to its name in home theater systems. If there’s any other brand that existing owners of Bose want to shift to, it’s either Creative, or others that didn’t make it to the club this time. Similarly, if at all the existing Creative speakers owners want to shift, they prefer to choose Bose. Interestingly, this was perhaps the only category wherein quite a significant percentage of existing owners of all brands want to shift to other brands not mentioned in the list. 

Altec Lansing needs to be a little more cautious as a majority of its existing owners said that they would like to shift to Bose. Mercury, which was the winner two years ago, seems to have lost all its loyal owners. Even a relatively less known brand such as Microtek has a brand value of 5%.

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