WHICH GROUNDCARE TRACTOR BRANDS RESONATE WITH TURF PROFESSIONALS?

TAP, the owners of Service Dealer, have published the final part of their unique sector insight, this time revealing what levels of brand awareness and re-call there is amongst professional end users. 

For this research, the thoughts of turf professionals were sought via canvassing the readers of the TurfPro Weekly Briefing. This follows on from research conducted by TAP earlier this year into the opinions of specialist dealers regarding the tractor brands they deal in.

Shaun Cooper, head of insight at TAP, said, "Our results have clearly identified two types of brands operating at differing levels in the market. The first division are dominated by strong brand leaders who adopt many of the characteristics you normally associate with the category. They enjoy significant buyer opinion, mind and market share.

"The remaining alternatives in the market are located in a different segment where groundcare professionals struggled to recall and rate attributes because they lacked brand awareness or sufficient market penetration. These are weaker brands and require brand / marketing investment to raise awareness, loyalty, WOM and increased brand equity."

To discover which brands resonated with the Turf Pro respondents and which struggled to do so, click here.

Also by clicking through, interested parties will be able to register for a Summary Document of all the findings which will be available from TAP soon.

Register here.