Brand awareness study of auto parts for commercial vehicles
For an international auto parts manufacturer, it was essential to obtain an objective assessment of brand awareness in Ukraine to synchronize the company's strategic goals with real local market indicators. The project focused on the spare parts segment for light commercial vehicles (LCVs) and minivans.
Research Objective
To measure the level of brand awareness and specific perception among two key links in the distribution chain: those who install the parts (service stations) and those who sell them through wholesale and retail networks.
Research Methodology
The project was implemented as a multi-country study using a unified toolkit and quality standards across all participating countries. This ensured full data synchronization and established international benchmarks. In Ukraine, the study covered four macro-regions, guaranteeing sample representativeness. The work consisted of two parallel stages:
- Face-to-face interviews with service station specialists: respondents included owners, mechanics, and purchasing managers — professionals who work directly with the products.
- CATI interviews with distribution representatives: surveys of executives and managers of wholesale companies and specialized auto parts stores.
Research Results
Following the project, a comprehensive analytical report was prepared, providing the client with the opportunity to:
- determine the brands' “Share of Voice” in the Ukrainian market relative to key competitors;
- conduct a detailed analysis of the criteria the professional community (service stations and distribution) uses when selecting spare parts;
- establish an evidence base for adjusting marketing and sales strategies for the upcoming period;
- perform a comparative analysis (benchmarking) of Ukrainian market indicators against results from other countries.