18 July 2022, 16:35
Of the total 52,644 replies received in LECTURA online survey from 8th September to 15th November 2021, JCB received 2,255 reviews from 117 countries from all around the world. That makes JCB the second most often reviewed brand in this survey. Most replies were received from the United Kingdom (the country origin of the brand), followed by the United States in second place and India (the continent with a really big British culture and economic influence).
1. How do you consider this brand to be in general?
A vast majority of the survey’s respondents (47.0%) claim that JCB is a brand of premium quality. About 29.9% would consider it better of a medium, and 23.1% of respondents think JCB is rather a brand of basic quality. On a scale from 1 as the basic level to 5 as the premium level, the mean value 3.48 represents people perceiving the brand quality on upper levels. Simply 5 from 10 survey respondents rated the brand as of premium quality, and only 2 from 10 people rate the brand as of a basic quality speaking for a general satisfaction with evaluated brands.
Since the above-presented results are gathered from global data, it would be interesting to see the differences in the brand evaluation in different regions. On a scale from 1 (basic brand) to 5 (premium brand), the best evaluation was received in countries from South America – as the graph depicts, for each, 69.2% of people described JCB as the premium brand. On the contrary, respondents from Asian and North American countries most frequently claimed JCB to be a basic brand. Such results do not appear to be surprising due to the British origin of the brand.
2. How would you rate this brand's dealership network in your country?
According to the survey results, JCB’s dealership network is in general perceived by the respondents of the survey as a very satisfactory brand (37.7%), followed by those who rated the brand’s dealership possibilities in their country as satisfactory (34.4%).
Only 2.9% of respondents think that there is space for improvement and indicated the British manufacturer’s number of dealers in general as unsatisfactory. However, a bigger percent (5.5%) perceive the company’s dealership as very unsatisfactory.
Regarding specific regions and countries, the most satisfied respondents come from South America (Brazil and Paraguay), Pakistan and Vietnam in Asia; Europe (Germany, Poland, Romania and Bulgaria) and Mozambique and Zimbabwe in Africa. On the other hand, there are still a couple of countries (for example, Kazakhstan and Indonesia) showing that there is still room for improvement. Also, there are many countries from which we lack the data.
3. Where do you mostly look for information about this brand and its products/services?
According to 52.0% of respondents, the most frequently used source of information about JCB is its own website. This reflects the reliability and guarantee of up-to-date articles and news on the manufacturer’s webpage. The second most popular source of data among JCB’s audience are their own network of contacts (16.0%) and specialized media (14.0%). This shows that, although the importance of specialized magazines and digital media is still quite big among the survey’s audience, more respondents chose to rely on their own sources and use the contacts they have/gathered on JCB’s conferences, events or meetings when they need to find relevant info about the brands products and services.
Equipment specification portals/encyclopedias (13.0%) are also an important source of information for people who search relevant data about the brand’s machines.
To sum up, respondents clearly showed the biggest interest in digital possibilities (website) regarding the acquisition of information for JCB machines, which means that they find this particular source as being the most reliable/trustworthy and with the most relevant info as it comes from the manufacturer itself.
4. Which one? (Specialized media + Equipment specs portals/encyclopaedias)
As analysed in the previous question result, 14.0% of respondents prefer to look up information about the JCB brand in specialized media and 13.0% on equipment specs portals and encyclopaedias. When asked to specify such portals and media: 76.8% of survey participants picked LECTURA prior to any other source, which means that 4 out of 5 users prefer LECTURA. We are happy with this finding that supports the fact that our audience of LECTURA Specs has grown by 50% in the last two years and the Buyers Guide is currently visited by over 1 million users per month.
5. How do you consider this brand to be visible in the media?
The majority (40.6%) of surveyees claimed that JCB is frequently visible in various kinds of specialized media. There is no doubt that JCB considers visibility among media as being of high importance, be it either printed or digital ones.
Moreover, 26.0% of participants stated that JCB is frequently visible in one of specialized media and 19.9.% respondents announce the brand to be at least sporadically visible in just one of specialized media – bringing the total brand awareness in specialized media to 86.5%.
Only 13.5% of the respondents claimed that the British manufacturer has no visibility in specialized media at all. This may simply mean that maybe they did not come across such kinds of publications recently.
Source: LECTURA Verlag GmbH