Description
Developments in instrumentation (i.e., scientific equipment with a purchase
price of at least $25,000 and a service life of two years or more) have
advanced the progress of research in every branch of science. This report,
Brand Perceptions of Life Science Instrumentation Suppliers, is designed to
help suppliers assess their market position by measuring brand image and brand
strength. Based on a 18-question survey of over 1,800 life scientists, this
report will help marketers understand what factors play into a scientists
decision to choose one instrumentation brand over another, and the extent to
which customers are satisfied with, and loyal to, a brand. For an in-depth
look at the market, the results are analyzed both in aggregate scientific
instrumentation as a whole and by individual segment based on the following
nine product categories:
- Cell Analysis Systems
- Centrifuges
- Chromatographs
- DNA Microarray Instruments
- Fragment Analysis/Genotyping Systems
- High-Throughput Screening Instruments
- Mass Spectrometers
- Microscopy Systems
- Real-Time PCR Instruments
Additionally, this report examines the state of the current market for life
science instrumentation, projects areas of future growth, reveals the services
that are of greatest importance, details areas where suppliers perform above
or below expectations and provides additional analysis specific to the top
suppliers in each category. By helping life science executives understand
where leading instrumentation suppliers are positioned in the market, this
report will better enable companies to refine their current strategies and
develop more effective instrumentation as well as improve their marketing
communications.
For nine individual product categories, as well as the instrumentation
market for life science research as a whole, the major objectives of this
report are as follows:
- Understand how often key types of life science instrumentation are used and
identify which companies are most strongly associated with specific product
categories
- Assess customer satisfaction with key attributes of life science
instrumentation product performance and service
- Identify from whom researchers are buying, and which suppliers are
preferred
- Ascertain barriers to changing suppliers
- Recognize which supplier attributes are of greatest importance and identify
where supplier performance falls above or below customer expectations
- Determine the characteristics most closely associated with corporate brands
- Evaluate the level of customer loyalty towards, and satisfaction with,
suppliers
- Measure the overall brand equity of leading life science instrumentation
suppliers based on customer perceptions of corporate brand image and brand
strength
- Project future life science instrumentation purchases
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