by November 7, 2009 0 comments

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.

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

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