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Of the total 52644 replies received in LECTURA online survey from 8th September to 15th November, Doosan received 905 reviews from 108 countries from all around the world. Most replies were received from the United States, followed by the United Kingdom in second place and Canada.
In this survey, Doosan ranked 64 with an average of 3.26 on a scale from 1:basic brand to 5: premium brand. Of the construction companies, it ranked 26. Although this score ranks Doosan better among medium brands, the results are worthy of being considered rather satisfactory. As the analyses on levels of particular levels of the scale show, after all, most of the respondents (38.5%) consider Doosan to be a premium brand. On the other hand, a similar number of people (36%) would better claim it to be a medium brand followed by 25.5% that based on their experience with Doosan products and services admit the brand is better on a basic level.
Since the country of origin (which is in the case of Doosan South Korea), in some cases, considerably affects the popularity and perceived quality of the brand in a given region, the analyses on continent/country level were performed. The most similar distribution to the global was found in Asia - 38.4% of respondents thinking Doosan to be a premium brand, 34.8% would better go for a medium brand, and 26.8% consider it to be a basic brand. The higher rates for a premium brand were found only in Africa (51.5%) and South America (40.7%). On the contrary, most from the remaining regions claimed Doosan to be a medium brand - yet it is worthy of mention in most of the regions (except Africa and South America), there was only a small difference in the rates compared to those for a premium brand. The rate of those that think Doosan is a basic brand varies from 13.6% (Oceania) to 31.6% (North America).
The analyses on the country level explain such high rates for Africa. From the south-east to the north, there are several countries where Doosan received really high ratings - for example, Mozambique, Zambia, the Democratic Republic of Congo, Libya or Algeria. High scores were also obtained in Turkey, Poland, Switzerland, Denmark and Chile. The scores from the aforementioned South Korea appear to be quite low compared to these countries.
| Frequencies | Percent | |
|---|---|---|
| Premium brand | 348 | 38.5% |
| Medium brand | 326 | 36.0% |
| Basic brand | 231 | 25.5% |
| Total | 905 | 100% |
| Premium brand | Medium brand | Basic brand | ||||
|---|---|---|---|---|---|---|
| N | % | N | % | N | % | |
| Europe | 108 | 38.0% | 117 | 41.2% | 59 | 20.8% |
| Asia | 76 | 38.4% | 69 | 34.8% | 53 | 26.8% |
| Africa | 51 | 51.5% | 23 | 23.2% | 25 | 25.3% |
| North America | 84 | 33.2% | 89 | 35.2% | 80 | 31.6% |
| Oceania | 18 | 40.9% | 20 | 45.5% | 6 | 13.6% |
| South America | 11 | 40.7% | 8 | 29.6% | 8 | 29.6% |
| Total | 348 | 38.5% | 326 | 36.0% | 231 | 25.5% |
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