The survey results of course are not surprising. HP leads by a wide margin
across all parameters, be it top of mind recall, current ownership, brand
loyalty, or even brand shift-in to HP. Canon is at a distant number two, and
this time, Xerox also made it to the Users’ Choice club at the third spot. HP
enjoys the highest brand loyalty of 64%, i.e. of the respondents who said they
currently own HP printing solutions, 64% said they’re likely to purchase the
same brand’s solutions in the future as well. But there were a good 31% of the
existing owners who were not sure or had no plans of moving to another printing
solution in the near future. 3% said they’re likely to switch to Samsung.

Xerox enjoyed a brand loyalty of 60%, with another 10% of its existing owners
saying that they’re likely to switch to Canon, and another 30% were not sure or
had no plans of shifting. Canon had the lowest brand loyalty, 20% of its
existing owners said that they were likely to shift to HP printing solutions.

HP enjoys the highest brand switch-in, with 9.7% of other printing solution
owners saying they’re likely to switch to it. The strongest reason for shifting
to HP printing solutions emerged as reliability, with 52% of the respondents who
said that they’re likely to switch to HP giving this reasonAt the industry
level, HP enjoyed highest brand perception across all industries except in the
services sector.