Krishnakumar P., Executive Director, APJ-CSMB Marketing
The team at Digit embarked on the task of determining the most trusted brands as perceived by their readers for the annual Digit Icons of Trust Report of 2012. The Digit readers are among India’s largest technology community and Digit was committed to determining what made consumers trust one brand over the other.
By their definition, “we aim to empower the consumer. We cut through the jargon and distill some unbiased, objective and rational advice your way. The Icons of Trust research report is one such effort that collates the collective intelligence of people just like you and in turn empowering you make the right purchases going forward. For tech brands it’s an opportunity to put their ears to the ground and gauge the rumblings of their consumers.”
The survey aimed to calculate the trust a brand accumulated by comparing awareness, availability, credibility, satisfaction, loyalty and quality. The categories of products that were evaluated ranged from laptops to Motherboards, Mobile Phones, Digital Cameras, Networking, External Storage, GPUs, Laptops, Printers, and Internal Hard drives.
I am pleased to share that under the category of Laptops, Dell again won the award for being the most trusted and recalled brand with a score of 70.24, by a high margin in comparison to the other brands evaluated. The survey further mentions that 45% of the respondents could recall Dell. The report states that our unique distribution model has worked well for us enabling consumers to order their preferred configuration directly and also having a range of offerings at every price point. Other key findings included Dell being ranked higher than competition in terms of availability especially when looking for specific configurations.
At the end of the day, consumer perception has a direct impact on the desirability of a brand. The fact that we have been widely recognized as a trusted brand is a proud moment and a direct reflection of our efforts to put our customers first!
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