BrandSurvey 2022 Sneak Peak: Komatsu

Of the total 52,644 replies received in LECTURA online survey from 8th September to 15th November 2021, Komatsu received 2,158 reviews from 142 countries from all around the world. That makes Komatsu the third most often reviewed brand in this survey. Most replies were received from the United States, followed by Australia in second place and Indonesia (United Kingdom).

1. How do you consider this brand to be in general?
 

In the LECTURA Brand survey, the majority of respondents (48.8%) marked Komatsu as the premium brand. Approximately 27% of survey participants rated the Japanese manufacturer as a medium brand. On the contrary, close to 24% of surveyees see Komatsu as a basic brand. The average global brand evaluation has therefore reached 3.5 stars out of 5. 

Looking at the results from specific regions, Komatsu ranked the best among survey respondents from Oceania, Africa and also South America. On the other hand, 32% of surveyees based in Asia think that Komatsu is a basic brand. Considering the manufacturer’s place of origin, this may be a quite surprising result showing the demandingness of Asian customers. 

2. How would you rate this brand's dealership network in your country?
 

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The survey participants rated Komatsu’s dealership network in their country very well - almost 91% of them stated that they are somewhat satisfied or better. Moreover, 40.5% respondents claimed that they were very satisfied with the dealership network. On the other hand, the remaining 9.1% of surveyees suggested that they still lack a sufficient dealership network in their country. Moreover, 2.3% of people gave Komatsu the worst ranking (very unsatisfactory) regarding the topic. Nevertheless, the overall results indicate a high score of 4.99 points on a 6-point scale on average for Komatsu. 

Comparing specific regions and countries shows that respondents from Europe (with the exception of eastern Europe), North America, Brazil, Australia, Southeast Asia, Southeast Africa and the Middle East are the most satisfied. On the other hand, survey participants from South America, Central and West Africa, Eastern Europe, Russia and China seem to be the least satisfied with the company’s dealership network in their countries or regions.

3. Where do you mostly look for information about this brand and its products/services?
 

The majority of participants (46.2%) prefer to search for information about Komatsu and its products directly on the manufacturer’s website. That indicates a pretty good information transparency and well-structured content from Komatsu’s own web. Relatively large percentage of survey respondents (16.7%) claimed to gather news about Komatsu via specialized media and 17% stated to rather use their network of contacts. Finally, 15.5% of people trust and use equipment specs portal such as LECTURA.

4. Which one? (Specialized media + Equipment specs portals/encyclopaedias)
 

As a follow-up to the previous question, we asked the respondents if they can specify what specialized media or equipment specifications portals do they use. The results show that 80.6% of respondents prefer LECTURA over any other media/data provider, in other words, 5 out of 6 people favour LECTURA.

5. How do you consider this brand to be visible in the media?
 

The majority of survey participants consider Komatsu to be frequently visible in various kinds of specialized media, which indicates that the company invests a lot of resources into advertisement to raise the brand awareness - both on the domestic and also global market. The following 23.6% of respondents announced that Komatsu is frequently visible in just one specialized media, which may occur because of regional differences or media exclusivity in some countries. Another 14.7% of people claimed that the Japanese brand is sporadically visible in just one of specialized media - which probably occurred in regions that are not that important for Komatsu, although they may have a potential for a future investment.

On the other hand, 19.5% of respondents (every 5th person) thought that the manufacturer is not visible in the media at all. That may be related due to the pandemic as many companies were forced to cut their budgets, including those dedicated to advertising and brand promotion. Such behaviour is, however, not expected when speaking about a brand that is considered one the biggest in the construction industry.