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Wacker Neuson in LECTURA online Brand Survey

Of the total 52,644 replies received in LECTURA online survey from 8th September to 15th November, Wacker Neuson received 334 reviews from 50 countries from all around the world. Most replies were received from the United States, followed by the United Kingdom in second place and Canada. Only 11% of the total replies came from Germany, the country of origin of the brand.

How do you consider this brand to be in general?

In this survey, Wacker Neuson ranked 53 out of 92 brands. Out of 46 construction brands, it ranked 22nd. Such rankings indicate Wacker Neuson belongs rather to medium brands. On the other hand, such a rating is calculated as a rough average. With the analyses on scale point level, the numbers bring more-detailed evaluation.

45.2% of the survey respondents claimed it to be a premium brand—compared to not even a third that would, based on their experience, better describe Wacker Neuson as a medium brand. The remaining 24% described Wacker Neuson as a basic brand.

These results are based mainly on answers provided by people from Europe and North America, and in these regions, in general, no considerable differences compared to the global results appear. In both regions, circa 40% of people describe Wacker Neuson as a premium brand, 30% perceive it rather as a medium brand, and just over 20% of surveyees consider Wacker Neuson as a basic brand. Apart from the fact that these regions were under-represented in the sample, the distribution of replies received in Oceania and South America also indicate a high rating. For example, more than 60% of South Americans think Wacker Neuson is a brand of premium quality. In Oceanic countries (including Australia), such percentage exceeds 50%. The results received in Asia and Africa are, as the graph indicates, quite contradictory - there is the same number of people that perceive Wacker Neuson as both premium and medium (Africa) or premium and basic (Asia). The explanation of this may lay in the country-level analyses. Both Africa and Asia are large continents - basically, for each manufacturer, it is always quite a demanding challenge to cover such a large market. For example, the shades on the cartograph show Wacker Neuson excels in south-east Africa (Mozambique, Zimbabwe), but the respondents from South Africa show lower satisfaction - the similarity could be observed also in Asia. However, if we focus primarily on the countries where Wacker Neuson received higher ratings, there are Turkey, Pakistan and Thailand in Asia; Benelux countries and Bulgaria in Europe; Colombia and Mexico in America. On the other hand, on the opposite end of the rank is, for example, Spain, Ukraine and India. Notably to say, although in these countries, we can deduce the results explicitly, it is worthy to say that missing data could sometimes serve as an indicator of in general low brand awareness. Also, a factor that affects the overall perception of brand quality.

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