Marketing Research for Thermo Fisher Scientific Instruments Inc.

This article attempts to assess the customer perception, customer satisfaction and brand loyalty of Thermo Fisher Scientific in British Columbia. The analysis was done by conducting a survey in June 2008 among the users of analytical instruments in British Columbia. The survey results showed that Thermo Fisher Scientific is not ranked number one in terms of its attributes and needs to improve its brand reputation and customer awareness in order to elevate its rating in the market. Nevertheless, the number of organizations who purchased analytical instruments from Thermo Fisher Scientific in the past and are willing to purchase in the future is high, which can be interpreted as reflecting a high level of customer satisfaction and brand loyalty. Statistical analysis identified that durability of instruments, sales representative knowledge, and brand reputation are major factors in overall rating of brands. Results also showed that sales representatives’ visits, participation in tradeshows, print catalogues, and email advertisement are the most effective marketing activities to promote analytical instruments.