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市場調査レポート
分子生物学関連製品市場におけるブランド・エクイティの確立
Building Brand Equity in the Molecular Biology Market
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当商品の販売は、2011年07月19日を持ちまして終了しました。
Establishing strong brand equity must be a central goal of any supplier' s
corporate strategy. Based on a 19-question survey of over 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. For an
in-depth look at the market, the results are analyzed both in
aggregate?molecular biology products as a whole?and by individual segment based
on the following ten product categories:
- cDNA Synthesis and Cloning Products
- DNA Microarray Analysis Products
- Enzymes
- Nucleic Acid Blotting, Labeling, Hybridization and Detection Products
- Nucleic Acid Electrophoresis Systems, Standards and Reagents
- Nucleic Acid Purification Products
- PCR and RT-PCR Products
- Protein Analysis and Purification Products
- RNAi Products
- Sequencing, Genotyping and Fragment Analysis Products
Additionally, this report thoroughly examines the relationship between
product attributes, supplier attributes, satisfaction and loyalty, as well as
the characteristics associated with corporate brands of life science suppliers.
By helping executives understand where leading suppliers are positioned in the
market, this report will better enable companies to refine their current
strategies and develop more effective marketing communications.
For ten individual product categories, as well as the molecular biology
market as a whole, the major objectives of this report are as follows:
- Understand the frequency of use of molecular biology products and identify
which companies are most strongly associated with ten individual product
categories
- Determine budget allocations for molecular biology products and
anticipated growth over the next year
- Assess customer satisfaction with key attributes of molecular biology
products
- Identify from whom researchers are buying, and which suppliers are
preferred
- Recognize which supplier attributes are of greatest importance and
identify where supplier performance falls above or below the expectations of
their molecular biology customers
- Determine the characteristics most closely associated with corporate
brands in the molecular biology market
- Evaluate the level of customer loyalty towards, and satisfaction with,
suppliers
- Measure the overall brand equity of leading molecular biology suppliers
based on customer perceptions of corporate brand image and brand strength
Section 1. Analysis and Interpretation of Survey Results
Overview
- Introduction
- Objectives
- Products in Use
- Budget and Growth Trends
Product Attributes
- Satisfaction with Product Attributes
- Highly Satisfied Customers by Top Suppliers
Commercial Suppliers
- Primary Suppliers
- Supplier Attributes
- Supplier Characteristics
- Customer Loyalty and Satisfaction
Brand Equity
- Perceived Brand Image and Brand Strength of Top Suppliers
Summary
Section 2. Study Methodology and Demographics
- Methodology
- Understanding Quadrant Analysis
- Understanding Performance-Expectation Gap Analysis
- Understanding Brand Equity Analysis
- Demographics
- Questionnaire
Section 3. Presentation of Survey Data
Products in Use
- Frequency of use of different types of molecular biology products
- Lab' s fiscal year 2003 budget for molecular biology products
Profiles of the following ten product categories:
- . cDNA Synthesis and Cloning Products
- . DNA Microarray Analysis Products
- . Enzymes
- . Nucleic Acid Blotting, Labeling, Hybridization and Detection Products
- . Nucleic Acid Electrophoresis Systems, Standards and Reagents
- . Nucleic Acid Purification Products
- . PCR and RT-PCR Products
- . Protein Analysis and Purification Products
- . RNAi Products
- . Sequencing, Genotyping and Fragment Analysis Products
Each of the ten profiles examines the following issues:
Commercial Suppliers
- Companies most strongly associated with this product category
- 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
- Insights and Perspectives
- Other Publications
- About BioInformatics
- Our Valued Clients
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