by September 10, 2010 0 comments



The laser printers category is a new entrant to the enterprise hardware
segment. The brands that have made it to the Users’ Choice Club are HP, Canon
and Xerox. HP emerges the winner with a remarkable 80% top of mind recall and
also boasts of 85% current ownership amongst respondents. Canon, on the other
hand, has a top of mind recall of just 11% which is still quite significant as
compared to other brands available in the market, say, Xerox, Samsung and Epson.

A dive into the industry vertical survey statistics reveal that HP is
undoubtedly the winner across all verticals with Canon holding significant share
across discrete manufacturing, BFSI, IT/ITeS and communication media. Even
geographically, HP is prominent across all four zones while Canon has more
visible prominence in the south and west zones with relative index scores of
approximately 34% and 72%, respectively. Talking about Xerox, its prominence
across most of the industry verticals is negligible with some visibility in
communication media. It is majorly noticeable in the west zone only.

Users’ Choice Club 2010
HP takes a huge lead over Canon, and Xerox trails behind by a wide margin
Future Brand Preference
Reasons
HP scored higher for its brand appeal and reliability. Canon scored higher
on initial price and after sales support.

In future brand preference, HP scored higher for its brand name and
reliability, with 63% and 77% respondents, respectively, endorsing the same. Au
contraire, Canon scored higher on initial price and after sales support/services
(71% and 41%, respectively).

Brand Loyalty 2010 vs 2009
HP continues to enjoy very high brand loyalty, followed by Canon and then
Xerox.

For brand loyalty, HP came on top with 91% with a mere 4% expected shift-out
towards Canon. On the other hand, Canon has a brand loyalty of 60% with 5%
expected to migrate to HP as their future preference. A substantial 30% Canon
owners still remain undecided about their future brand preference. It would be
interesting to see if other players (say Xerox and Epson) can bring about some
significant brand shift patterns in the coming years.

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