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Channel key influence in Aussie print purchasing, survey finds

24 Jan 2017

A new survey from OKI Data Australia has revealed channel dealer recommendations as they key influence in printer purchasing decisions in Australia.

According to a customer survey, 20% of respondents claimed that channel dealer recommendations was the most important consideration in influencing their choice of printer, while 17% highlighted warranty as being more important than printer functionality and price.

“This survey shows how influential channel dealers are and how importantly customers perceive their recommendations to be when it comes to purchasing a product,” says Antonio Leone, marketing manager ANZ, OKI Data Australia.

“The other fascinating insight has been how important the factor of warranty is taken into consideration, indicating that customers are very focused in today’s economic climate on ensuring there is no extra expense and disruption in the daily running of their activities,” he says.

Leone says the importance of features and price in the survey, which were highlighted by 16% of respondents, demonstrates that as long as a product is meeting business requirements, the price is not as important.

Interestingly, personal referral only accounted for being important by 5% of respondents, which Leone says highlights the important role that channel dealers play in guiding customers to purchase printers based on their recommendations.

“This survey has demonstrated how critical it is that vendors provide their channel dealers with ongoing and up-to-date selling tools and training, so that they can guide customers to products that will deliver maximum return on investment," he says.

The online survey conducted monthly by OKI during 2016, asked customers to provide feedback into their ownership experience, as well as reveal the factors deemed influential in making a decision to purchase an OKI product. These factors ranged from price, print costs, dealers’ recommendations, previous ownership, referral and warranty to design, features, and catalogue information.

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