Say Communications study finds product ranges prioritised over vendors’ country of origin in battle for security sales
Despite ongoing concerns about state data sharing, new research has revealed that senior decision-makers prioritise media reputation (71%) and face-to-face relationships (72%) over where a vendor is based (58%) when evaluating a potential security solutions partner.
The in-depth research, which was commissioned by Say Communications and published under the banner ‘The State of Trust in Security Companies Barometer’, explores senior decision-makers’ attitudes towards choosing physical and cyber security vendors and what motivates them to select a partner.
The research of 313 senior decision-makers in companies with over 500 employees was compiled and analysed by Infotec Marketing during November and December last year following a specification provided and approved by Say Communications.
The fieldwork was carried out between 28 November and 10 December, with interviews conducted online among a pre-defined group of business executives.
Product features were a key factor, with quality, cost and flexibility identified as the three influences which had the most significant impact on purchasing decisions. Interestingly, cost was of less significance the more senior the executive, with the C-Suite placing less priority on this factor than the other management respondents.