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The Market for DNA Molecular Weight Markers: Climbing the Ladder to the Top
BioInformatics, LLC, April 2006, Pages: 111
With nearly one hundred different types of DNA molecular weight markers available from over 20 suppliers, ensuring that one’s products are successful in the market is a challenging endeavor. Given that this product has the potential to produce a constant revenue stream for suppliers because of high profit margins, suppliers must constantly search for ways to ensure that scientists buy their brand DNA molecular weight markers -- and not their competitors' brand.
Produced from the results of a 35-question survey of 700 researchers, The Market for DNA Molecular Weight Markers: Climbing the Ladder to the Top examines a collection of factors that influence how DNA molecular weight markers are perceived and utilized by scientists. These factors include types of applications, current and future throughput levels, purchasing influences, and brand preferences. Insight into these factors can help suppliers best leverage their strengths when differentiating their DNA molecular weight markers.
While differentiation is essential in distinguishing one’s products from competitors’ products, it is not sufficient to ensure success. The report also analyzes customer retention, loyalty and satisfaction and explains how these three metrics can help suppliers leverage customer focus to their advantage. One of the key benefits of a strong customer focus is long-term survival and increased profitability.
Suppliers of DNA molecular weight marker who know their customer’s expectations will better understand the relationship of product quality and customer satisfaction or dissatisfaction. This report utilizes the Kano Model to identify product features of DNA molecular weight markers that have the greatest influence on customer satisfaction. The model is based upon the concepts of customer quality and provides a means by which to discern essential and differentiating product attributes. In-depth knowledge of their customers’ requirements will enable suppliers to increase the perceived value of their DNA molecular weight markers.
Study Objectives
From the perspective of researchers who use DNA molecular weight markers, the primary objectives of this report are as follows:
- Identify the most common applications of DNA molecular weight markers
- Reveal market-specific differences in usage and preferred suppliers by segmentation analysis
- Determine brand share by usage rates for different market segments and geographic regions
- Assess market growth potential
- Highlight market factor(s) that influence a customer’s decision to purchase one brand over another
- Provide insights into which product attributes contribute to customer satisfaction and customer dissatisfaction
- Ascertain the 'essential' and 'differentiating' product attributes of DNA molecular weight markers by segmentation analysis
- Measure customer loyalty via respondents’ willingness to promote a particular brand
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