by September 6, 2005 0 comments



This year, the changes are limited to the way the survey has been done. For the first time ever, the survey for the personal products was done online, while the enterprise products and services survey continued to be face to face. Otherwise, the methodology has remained the same, with two questions being asked for each product category. The first of the two questions is which is the primary brand the respondent owns for that category of products and the second is, if they were to buy the same category of products in the coming six months, which would be their primary brand of choice.

Indian Brand of the Year Wipro
MNC Brand of the Year  HP
Implementation Partner of the Year  IBM

The Users’ Choice is awarded to the brand that gets the maximum votes in the ‘likely to buy’ category. 

The way the online survey was done merits discussion. This survey was addressed to a database of 6500 developers, system administrators and gamers from across the country. The qualifying criterion was that they had to have access to a PC or notebook while at home. Each person in the database got an e-mail invitation, including a unique URL that expired once the person completed the survey. Once the person accessed the survey online, he could leave at any time and return back to where he left off by clicking on the URL in the e-mail again. Similarly, once completed, the survey could not be accessed again.

Users’ Choice Club

Like in the previous years, the Users’ Choice Club lists the brands that have got atleast 4% of the total votes cast in that category. In case only one brand meets this criterion, we have included the next contender also. The votes got by the winner of the award is indexed to 100 and the relative scores of the others are worked out

Typically, a face-to-face survey of this sort takes many weeks to complete. But by the time we had completed mailing out the invite to the 6500 potential participants (It took about 2 hours to get all the e-mail generated and sent out), about 150 people had already accessed the survey online! And many of them had even completed it!

By a quirk of fate, our survey was launched just before Mumbai was devastated by rains. The face-to-face enterprise survey had to be postponed in Mumbai by about a week. But the online survey got as many as 187 responses from Mumbai during this period!

In all, the online survey was open for ten days and we got a total of 910 responses, which gives a response rate of a shade under 10%. We could have improved the response rate by sending reminders, which we opted not to do.

Categories  Winner
Basic
Hardware
Office
PCs          
HP-Compaq
Notebooks IBM/Lenovo
Workgroup
Servers
HP-Compaq
LCD
Monitors
Samsung
Laser
Printers
HP
Infrastructure
Hardware 
Enterprise
Power Conditioning
APC
High-end
Servers
IBM
Large-volume
Storage Solutions
HP
N/w
Switches, Routers
Cisco
Servers/NAS
Hard Disks
Seagate
Laser
MFDs
HP
Structured
Cabling
D-Link
Wireless
Networking Solutions
Cisco
Dot-matrix
Printers
Epson
Enterprise
Productivity Software 
Branch
Accounting S/W 
Tally
Data
Mining & BI Software
Oracle
Enterprise
Business Solutions
SAP
Corporate
Messaging Solutions
MS-Exchange
Infrastructure
Software 
Anti-virus
Software
Norton
Antivirus
Application
Servers
Oracle
9i/10g
Backup
Solutions
HP-Compaq
Internet
Security Solutions
Cisco
Network
Management Solutions
HP
Server
Operating Systems
Windows
Internet
Connectivity
VSNL/Tata
Indicom
Personal
Hardware 
DVD
Drives
Sony
Gaming
Video Cards
Creative
Hard
Disks
Seagate
Monitors Samsung
Motherboards Intel
Personal
MFDs
HP
Surround-Sound
Speakers
Creative/Cambridge
Webcams Logitech
Personal
Software 
Chat
Clients
 Yahoo
Messenger
Personal
Internet 
News
Sites
Indiatimes.com/timesofindia.com

Needless to say, the cost of running the online survey was only a fraction of the cost of the off-line one, and took less than a third of the time. The key factor to be considered is the response rate. Online response rates are normally in the early single digits only.

Reading the brand-switch matrix
The brand-switch matrix tracks two questions asked to the respondents of this survey. The first was, “Which brand do you currently own?” If they owned multiple brands, then the primary brand was recorded. The second question was, “If you were to buy or recommend the same product in the next six months, which brand would you buy/recommend?” All figures in the matrix are percentages of those who currently own the brand mentioned in the left. The diagonal represents brand loyalty. That is, those who own a given brand and said that they will buy/recommend the same brand. On the left is the current ownership; on the right, are future choices. Read along any row, and you will get the brand shifts for the brand given on the left. Read along any column, and you will get the shifts to the brand mentioned on top of that row. 

Anil Chopra, Krishna Kumar, Sujay V Sarma

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