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Kobelco in LECTURA online Brand Survey

Of the total 52,644 replies received in LECTURA online survey from 8th September to 15th November, Kobelco received 364 reviews from 59 countries from all around the world. Most replies were received from the United States, followed by Australia and the United Kingdom.

How do you consider this brand to be in general?

Although at a first glance the results show that most of the respondents of the survey see Kobelco as a premium brand (39.8%), almost the same percentage (37.4%) stated that for them Kobelco is a medium brand. At the same time, 22.8% think of Kobelco as a basic brand, a percentage not very different from the previous ones. This little differentiation between ''premium'' and ''medium'', and even ''basic'', indicates that in general, the public's general perception of the Japanese brand is not very clear and it might be important for these results to be explored by Kobelco's representatives in order to understand the reasoning behind them and to find out what needs to be done to increase brand awareness. On a scale from 1 as the basic level to 5 as the premium level, the mean value 3.32 represents people perceiving the brand quality on upper levels. Simply 4 out of 10 survey respondents rated the brand as of premium quality, and only 2 from 10 people rated the brand as of a basic quality.

Let’s see now how people evaluated the brand, based on their continents of origin, as the results are gathered from all over the world. On a scale from 1 (basic brand) to 5 (premium brand), the best evaluation was received, quite surprisingly, according to the graphic below, from Oceania (54%) and Europe (42.4%), regions where people described the Japanese manufacturer as a premium brand. Asia, Kobelco’s continent of origin was only the third to rate the brand as premium (40.6%). A slightly smaller percentage of people from Asia (31.9%), but still quite high, had a very different opinion and evaluated it as being basic. Respondents from Europe (22.9%), North America (22.3%) and Africa (20%) shared the same point of view.

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

The way respondents evaluated Kobelco as a brand is reflected also in how they rate its dealership network in their countries. In this case too, the differentiation between grades of satisfaction, expressed in percentages, is not very big, to say the least.

Although, according to the answers, respondents are pleased with how the Japanese manufacturer is represented by its dealers and perceive its network as very satisfactory (34.3%), almost the same percentage (30%) thinks that it is only satisfactory. This shows that most of Kobelco's customers are pleased with the professional experience of the brand's dealers in their country of origin and that they find the products and services reliable and of good quality but, according to the little differentiation between opinions, they do not know whether to think of it as being ''very satisfactory'' or ''satisfactory''.

However, 11.4% of them think that Kobelco's dealers need improvement and rated them as somewhat unsatisfactory and just 2.9% see them as being very unsatisfactory.

Regarding specific regions and countries, the most satisfied respondents come from Europe (Finland, Ireland, Norway), Eurasia (Russia), Asia (Lebanon, Maldives, Sri Lanka, Vietnam) and Oceania (New Zealand). On the other hand, there are still a couple of countries (for example, Ethiopia) showing that there is still room for improvement. Also, there are many countries from which we lack the data.

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