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Caterpillar in LECTURA online Brand Survey

Of the total 52644 replies received in LECTURA online survey from 8th September to 15th November 2021, Caterpillar received 3951 reviews from 170 countries from all around the world. That makes Caterpillar the most often reviewed brand of this survey. Most replies were received from the United States (probably due to the US origins and long-time tradition), followed by Canada in second place and Austria.

How do you consider this brand to be in general?

In this survey, a vast majority of respondents (62.7%) claim Caterpillar to be the brand of premium quality. About 20% would consider it better of a medium, and 20% of respondents think Caterpillar 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 3.87 represents people perceiving the brand quality on upper levels. Simply 6 from 10 survey respondents rated the brand as of premium quality, and only 2 from 10 people rated the brand as of a basic quality speaking for a general satisfaction with evaluated brands.

Since the above-discussed results are from the 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 3 (premium brand), the best evaluation was received in North American and Oceanic countries – as the graph depicts, for each, almost 70% of people described Caterpillar as the premium brand. On the contrary, respondents from Asian and South American countries most frequently claimed Caterpillar to be a basic brand. Such results do not appear to be surprising due to the US origin of Caterpillar.

	Frequencies	Percent
Premium brand	2,476	62.7%
Medium brand	717	18.1%
Basic brand	758	19.2%

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

According to the survey results, Caterpillar’s dealership network is in general being perceived as a positive and satisfactory brand, because over 90% respondents rated the brand’s dealership possibilities in their own country somewhat satisfactory or better. Moreover, almost 50% of the survey participants ranked CAT as a brand with a very satisfactory dealership network.

Only 9.2% of respondents think that there is a huge space for improvement and indicated the American manufacturer’s number of dealers in general as unsatisfactory. Out of those, just 3.7% marked CAT as a very unsatisfactory company regarding its dealership network.

Regarding specific regions and countries, the most satisfied respondents come from West Europe (France, Italy, Spain, Germany), North America, China and partially also South America (Venezuela, Colombia) and Africa (Libya, Chad or Morocco). On the other hand, the two last mentioned continents together with Eastern Europe also show that there is still room for improvement.

		Frequencies	Percent	Valid percent
Valid	Very satisfactory	321	8.1%	49.5%
	Satisfactory	189	4.8%	29.1%
	Somewhat satisfactory	79	2.0%	12.2%
	Somewhat unsatisfactory	20	0.5%	3.1%
	Unsatisfactory	16	0.4%	2.5%
	Very unsatisfactory	24	0.6%	3.7%
	Total	649	16.4%	100%
Missing		3302	83.6%
Total		3951	100%

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