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Building Brand Equity in the Molecular Biology MarketPublished by: BioInformatics, LLC Published: Jun. 1, 2004 - 366 Pages Table of ContentsSection 1. Analysis and Interpretation of Survey Results 1-1 Introduction 1-2 Overview 1-3 Objectives 1-4 Molecular Biology Product Mix 1-5 Molecular Biology Market Trends 1-6 Competition in the Molecular Biology Market 1-7 Key Product Performance Attributes 1-8 Top Molecular Biology Suppliers 1-10 Measuring Supplier Performance 1-11 Key Supplier Performance Attributes 1-12 Brand Associations 1-14 Customer Satisfaction and Loyalty 1-15 Customer Opinion 1-16 Measuring Brand Equity 1-17 Key Comparisons within the 10 Different Product Categories 1-18 Calculating Brand Equity in the Molecular Biology Market 1-20 Visualizing the Molecular Biology Market 1-22 Brand Equity Map 1-24 Conclusion Section 2. Study Methodology and Demographics 2-1 Methodology 2-5 Understanding Quadrant Analysis 2-6 Understanding Performance-Expectation Gap Analysis 2-8 Demographics 2-9 Questionnaire Section 3. Presentation of Survey Data Products in Use 3-1 Frequency of use of different types of molecular biology products 3-3 Lab’s fiscal year 2003 budget for molecular biology products 3-4 Companies most strongly associated with each product category Profiles of the following ten product categories: · 3-14 cDNA Synthesis and Cloning Products · 3-39 DNA Microarray Analysis Products · 3-64 Enzymes · 3-89 Nucleic Acid Blotting, Labeling, Hybridization and Detection Products · 3-114 Nucleic Acid Electrophoresis Systems, Standards and Reagents · 3-139 Nucleic Acid Purification Products · 3-164 PCR and RT-PCR Products · 3-189 Protein Analysis and Purification Products · 3-214 RNAi Products · 3-239 Sequencing, Genotyping and Fragment Analysis Products Each of the ten profiles examines the following issues: Commercial Suppliers Companies from which researchers routinely purchase these products Primary suppliers of these products Characteristics associated with primary suppliers Indicators of customer satisfaction and loyalty with primary suppliers Satisfaction with Primary Suppliers Satisfaction with specific product features provided by primary suppliers Overall satisfaction with these products from primary suppliers Length of time using primary suppliers Changes in primary suppliers Importance, Expectations and Performance of Primary Suppliers Importance of specific features when considering primary suppliers’ ability to provide these products Level of expectations for specific features when purchasing these products from primary suppliers Primary suppliers’ performance based on experiences Changes in opinion of primary suppliers Budget and Growth Trends Percent of 2003 lab budgets spent on these products Expected changes in spending on these products Reasons for anticipated change in purchases Demographics Market Segment Job Position Geographic Region Section 4. Appendices 4-1 Insights and Perspectives 4-30 Additional Analysis by Top Supplier 4-54 Other Publications 4-56 About BioInformatics 4-57 Our Valued Clients AbstractEstablishing strong brand equity must be a central goal of any supplier’s corporate strategy. Life science suppliers continue to place great emphasis on the value of their brands, both in terms of developing and maintaining the image of their brands, and in their overall pursuit to create and preserve customer satisfaction and loyalty. Understanding why customers choose one brand of product over another, and the extent to which customers are satisfied with, and loyal to, a brand is crucial to successful branding strategies. Brand equity reflects customers’ perceptions of a brand’s characteristics, which are based on a combination of their associations and knowledge (whether factual, emotional or otherwise) of both the supplier and the supplier’s competition.Based on a 19-question survey of more than 1,500 life scientists, Building Brand Equity in the Molecular Biology Market is designed to help marketers understand what factors play into a scientist’s decision to choose one supplier over another when purchasing molecular biology products, such as:
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