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MFD

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PCQ Bureau
New Update

The interesting thing about this segment is that HP has remained as the

undisputed champion of Users' Choice award for many years in a row. This year

too, the award goes to HP. The only other brand that received sufficient votes

to enter the Users' Choice club was Canon. HP enjoyed the highest current

ownership amongst our respondents, had the highest top of mind recall, and also

had the highest loyalty relative to other brands.

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HP led the way across all industries we covered in our survey this time.

Canon has significant presence in process manufacturing and IT/ITeS industries.

When we asked our respondents for their choice of current brand, 74% of HP

respondents attributed reliability of the product as the main reason. 68% of

current Canon owners also considered reliability as the main attribute for their

choice. Of the respondents who were likely to buy HP or Canon in near future,

83% of them attributed reliability of the product as a reason for their

preferred brand.

For brand loyalty too, HP enjoyed the highest brand loyalty amongst its

existing owners, with just 1% of current HP likely to shift to Canon in near

future. Whereas, in case of Canon, it had a brand loyalty of 30% amongst the

respondents who were owners of Canon MFDs. 7% of existing Canon owners were

likely to move to HP in near future. This reflects HP's dominance in users' mind

share.

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