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CASE Construction Equipment in LECTURA online Brand Survey

Of the total 52,644 replies received in LECTURA online survey from 8th September to 15th November 2021, Case received 1,173 reviews from 82 countries from all around the world. Most replies were received from the United States (which does not come as a surprise, as CASE is an American manufacturer), followed by Canada in second place and the United Kingdom.

How do you consider this brand to be in general?

The answers to this question are very interesting as the difference in percentages between the respondents who consider CASE a premium brand (38.1%) and those who see it as a medium brand (37.0%) is insignificant (of just 1.1%). At the same time, an important percentage of 24.4% of people who rated the brand consider it as being basic, which might be surprising, as CASE is known as one of the most famous, largest and oldest machinery brands in the world (it was founded in 1842), with a lot of history and expertise behind it.

All these small differences between the way people perceive the brand (from the top to the bottom and vice versa) can indicate that, at a general level, there is no clear perception of the brand, or better said there is a very little differentiation between the 3 levels of rating indicated by the survey; it might be important for these results to be explored by CASE 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 3.26 represents people perceiving the brand quality on upper levels. Five from 10 survey respondents rated the brand as being of premium quality, and only two from 10 people rated it as basic, speaking for a general satisfaction with the evaluated brand.

Since the above-presented results are gathered from 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 5 (premium brand), the best evaluation was received in countries from Africa – as the graph depicts, for each, 50.0% of people described CASE as a premium brand, followed closely by those from Asia (46.8%) and Europe (39.2%). At the opposite pole, respondents from South America (28.6%) and North America (25.9%) and Europe (25%) most frequently claimed CASE to be a basic brand.

	Frequencies	Percent
Premium brand	447	38.1%
Medium brand	434	37.0%
Basic brand	292	24.9%
Total	1,173	100%

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

According to the survey results, CASE’s dealership network is, in general, perceived by the respondents as very satisfactory (36.6%), followed by those who rated the brand’s dealership possibilities in their country as satisfactory (34.4%).

Only a very small part of those who participated in the survey (1.6%) think that improvements are needed and indicated the American manufacturer’s number of dealers and their activity as being, in general, unsatisfactory. However, a bigger percentage (6.0%) perceive the company’s dealership as very unsatisfactory. These results indicate that, in general, people are satisfied with CASE’s dealership network in their country and that the brand is well represented in terms of presence (numbers of offices), portfolio of machines and solutions, and efficiency when it comes to customer interaction.

Regarding specific regions and countries, the most satisfied respondents come from Europe (Belgium, France, Greece, Hungary, Portugal and Ireland), Asia (Cyprus, Saudi Arabia, Uzbekistan, Jordan), Africa (Somalia), South America (Guatemala and Mexico) and Polinezia. On the other hand, there are still a couple of countries (for example, Jamaica, Mongolia and Sweden) showing that CASE’s dealers activities might need some improvement. Also, there are many countries from which we lack the data.

		Frequencies	Percent	Valid percent
Valid	Very satisfactory	67	5.7%	36.6%
	Satisfactory	63	5.4%	34.4%
	Somewhat satisfactory	31	2.6%	16.9%
	Somewhat unsatisfactory	8	0.7%	4.4%
	Unsatisfactory	3	0.3%	1.6%
	Very unsatisfactory	11	0.9%	6.0%
	Total	183	15.6%	100%
Missing		990	84.4%
Total		1173	100%

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