Survey Methodology and How to Read the Graphs

The survey was conducted among 244 large enterprises across top 8 Indian

cities, selected via random sampling. It was conducted through face to face

interactions with CIOs and IT Managers of 8 industry verticals,i.e. Discrete

Manufacturing, Process Manufacturing, BFSI, IT/ITeS, Communication & Media,

Healthcare, Education and Services(Airlines/Logistics and Hospitality). It

covered 38 product categories, broadly classified into 4 sections i.e. Hardware,

Software, Enterprise Solution and Managed Services.

To identify the Users' Choice for each product category, three parameters

were analyzed--TOM Recall, Current Brand Owned and Future Preferred brand.

Future preferred brand was further divided into two data points-loyalty

(percentage of loyal respondents for a particular brand out of total loyal

customers) and shift (percentage of shift that respondents for a particular

brand out of total customers planning to shift.) Each of these parameters was

assigned a weigthage after discussions between IDC India and PCQuest. Further, a

weighted score was calculated and then indexed to highest as 100. Finally on the

basis of derived Index score, users' choice was identified for each brand

category.

Users' Choice Club 2010

The IDC India team was led by Deepak Rajgarhia and assisted by Nancy

Manchanda.

How to Read the Graphs:

Each of the 38 categories has been featured on a separage

full page to do justice to it. We've carried the following

two graphs and tables for each category write-up:

a. Users' Choice Club for 2010

b. Future Brand Preference Reasons

c. Brand Loyalty: 2010 vs 2009

d. Brand perception by industry and geography

Future Brand Preference Reasons

Let's now understand what can be interpreted from each of the above four graphs and tables.

The User's Choice club graph is meant to show the win-ner of the User's

Choice Award for a particular category, cal-culated as per the criteria defined

by IDC. The winningbrand is given an index score of 100, and scores for the re-maining

brands are normalized to this. The number ofbrands that get listed in the Users'

Choice club must havea current ownership of 5% or higher. The category write-upstry

to compare the Users' Choice club vis-a-vis last year.

Brand Loyalty 2010 vs 2009

The graph for future brand preference reasons, as thename suggests is meant

to highlight the reasons that usersare likely to purchase a particular brand in

the future. So inthe above graph, users seem to be preferring this brandlargely

due to product reliability. One can specifically drilldown into the reasons

users prefer specific brands. For in-stance, 91% of the users who said that they

are likely to pur-chase Product B quoted product reliability as the key

reasonfor doing so. This graph can quickly help IT decision mak-ers understand

what their peers are considering while go-ing for a particular product.

Till last year, we were presenting brand loyalty as a ma-trix structure. That

used to indicate the brand loyalty (howmany of the existing users of a brand are

likely to choosethe same brand in the future), and the likely shift-ins andshift-outs.

So from the table, one could tell which brandsare users abandoning in favor of

others and vice versa. Thisyear however, we've decided to bring a change, to

make iteasier to understand. Our table this year shows the brandloyalty enjoyed

by the brand this year, and whether there'sbeen an increase or decrease in this

figure over last year. This in one glance, can help you understand the perform-ance

of a particular brand in the market.

The above graph is supposed to indicate two things:



1. The perception that a brand enjoys across eight dif-ferent industries. These
include discrete and processmanufacturing, BFSI, IT/ITeS, communications and me-dia,

healthcare, education, and services segment.

2. Brand perception by geography. Here again, the brand perception is by

geographical reach of a particu-lar brand, viz North, South, East, and West. The

brandperception indices are color coded, so you can immediately tell how strong

or weak is a particular brand.The legends for the color coding have been given

just abovethis text.