Brand loyalty of electrical installers seems to be the highest in Germany and Poland

70% or more of the electrical installers in Germany, Poland, the Netherlands, Spain and the UK will only use other brands when they are forced by specification. USP Marketing Consultancy has asked 1,200 electrical installers whether they agree with the statement: “I install other brands than the ones that I used to, only when I am forced by specification. ”Answering positively suggests a high brand loyalty. The share of the electrical installers that agree with this statement is the lowest in Belgium and France. That is one of the outcomes of the Q3 report of the European Electrical Installation Monitor, with the theme 'Love Brands'. The report further describes for instance the best known brands per country, the preferred brands to work with and many more. This is all done per product category.

By Mark de Graaf
25 Jan 2018
Installation,
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Highest share of loyalty among electrical installers in Germany and Poland

About 75% of the electrical installers in Germany and Poland agrees with the statement that they only install other brands than the ones that they are used to when they are forced by specification. This suggests that Germany and Poland are clearly the countries where the loyalty towards the brands are the highest. This development is in line with the general construction trends, where Germany is widely considered as one of the most traditional countries. 

The Netherlands, Spain and the UK follow closely

About 70% of the electrical installers agrees with the statement that they only install other brands than they are used to when they are forced by specification. This is still a large majority of the electrical installers indicating a high brand loyalty, however this is slightly lower than in Germany and Poland. For Spain it is interesting to see that a relatively large share strongly agree with the statement.

Least loyal towards brands in France and Belgium

The electrical installation markets in France and Belgium are slightly different compared to the markets in the other  countries under investigation. In France and Belgium, there is only a slight majority that answers positively to the statement, but this share is the lowest in comparison with other countries. Although the electrical installers in these countries are the most open towards using other brands than they are used to, but more than 50% of them are still very loyal to their brands. 

Conclusion

Overall, the electrical installers in Europe will only use other brands when this is forced by specification. There are of course more reasons for using other brands than they are used to, but this gives an indication of the brand loyalty. The brand loyalty of European electrical installers differs per country, but this means for manufacturers that could convince electrical installation companies to use their products are likely to establish a long-term relationship with their customers.

Full report