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Voltimum, the largest community in the electrical industry, regularly conducts comprehensive studies on relevant topics in order to provide valuable insights into the industry. On what basis do users make a decision, what is important to them, what is your target group, with which measures do you reach exactly the users you want to reach and which actors are relevant? These and many other insights are provided by the Voltimum studies. You will also learn, which marketing measures you can use to achieve optimum results, based on the results of our studies. Voltimum studies offer you the insights you need to be successful in the long term.

 
Published: Jan 2018
Theme: Surge protection
Language: German, English
Country: Germany
 

Surge protection


The following study analyses the behaviour of electricians in the surge protection market and in this context explains how the "magic triangle" between manufacturers, wholesalers and electricians works. In this context, it is examined on the basis of which decision criteria installers select a brand, what influence wholesalers have on this decision and whether and under what conditions there is a willingness to change brands.

The study examines installers and their behaviour in the surge-protection-market. In this context, the behaviour of potential users at the point of sale as well as the use of various online and offline services is analysed in more detail. It also looks at how they make their selection of products and what factors influence the decision-making processes. In this context, particular attention is paid to the influence of wholesalers.

The findings should show both the manufacturer and the wholesaler the opportunities and possibilities to optimise the means used and at the same time draw attention constructively to possible measures that appear particularly promising on the basis of the results.

The study was conducted explains the most important findings and conclusions from the comprehensive data collection. Further studies could provide more in-depth insights, such as brand-relevant particularities or detailed behaviour when choosing a wholesaler.

The study clearly shows that wholesalers have an important influence on electricians' product choices. He enjoys a high level of trust and is seen as an "opinion leader". When it comes to a manufacturer's success, it is therefore essential to look at the possibilities for cooperation with wholesalers. Here the marketing subsidies of the manufacturers play a key role when it comes to the success, the reputation and the dissemination of the brand. The provision of adequate information material and the training of consulting staff is also an important key to success.

Other decisive factors, in addition to the quality and price of the corresponding product, are consulting and training services and adequate product presentations in the form of catalogues and brochures. Here, manufacturers can clearly distinguish themselves from their competitors in order to open up new user groups. Planning support and technical documentation also play a decisive role in this context.

The study also provides important information on current and potential target groups from all relevant manufacturers in the surge protection market. In this context, the study contains revealing "actionable insights". For this purpose, various analyses were tailored to different user groups in order to select the right target groups and to tailor the communication measures especially to them.

This study was conducted in the following countries:

Germany - 1000 participants

The study deals with the following questions / topics

Which products have you already installed yourself?
Use of lightning and surge protection
Which brand do you "use" in the field of surge protection?
Which brand do you "prefer" in the field of surge protection?
What is the percentage of your wholesaler's expenditure on surge protection products?
From the money you spend on surge protection products, how much is the share you spend locally at the wholesaler and how much is the share you spend on the wholesaler website?
How would you buy surge protection products from an online retailer (not your wholesaler)?
Which wholesalers do you buy surge protection products from?
Who is your preferred wholesaler for surge protection?
How likely is it that in the future they could prefer another wholesaler?
To what extent does your preferred wholesaler promote your preferred brand to you?
What other brands in surge protection are strongly promoted by your preferred wholesaler?
Can you indicate to what extent you have made use of this at your preferred wholesaler in the "shop"?
Can you indicate to what extent you have made use of this at your preferred wholesaler in the "shop" Product training and demonstrations on surge protection?
Can you indicate to what extent you have made use of this with your preferred wholesaler in the "shop"?
Advertising for the wholesaler's own brands for surge protection.
Can you indicate how much of this you can get at your preferred wholesaler in the "shop"?
The services used online/website "New products for surge protection
Can you indicate how much of this you can get at your preferred wholesaler in the "shop"?
The services Online/Website used in relation to product training and demonstrations on surge protection".
Can you indicate how much of this you can get at your preferred wholesaler in the "shop"? With regard to surge protection, how would you rate the following service from your preferred wholesaler?
What are the most important decision criteria when choosing a supplier in the field of surge protection?
How will your company's business develop in 2017 compared to 2016?
How do you generally expect business to develop in 2018?
How do you stand on the subject of "consulting" for your customers?
Would you prefer the consultation to be carried out by others (rather than yourself)?
How to decide on the exact product selection for your projects
Where do you prefer to obtain the products used in the "Surge protection? (by type of company)
Regional evaluation by postcode
Number of trademarks used by type of company
Use of other brands
3 most used stamps by postcode region
Share of users "on site" and "website" by issue (cat.)
Which wholesalers do you buy smart / building automation products from? (by postcode)
Use of other wholesalers
Branch and online affinity by issue (local, website)
How do you decide on the exact product selection for your projects?
 

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