Story image

Channel key influence in Aussie print purchasing, survey finds

24 Jan 17

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.

Workday customers start deployments to AWS infrastructure
Business software vendor Workday has turned it's previously announced AWS partnership into a reality.
Royole's FlexPai: So bendable phablets are a reality now
A US-based firm called Royole is delivering on that age-old problem of not being able to fold up your devices (who hasn't ever wished they could fold their phone up...)
How to leverage cloud for data-driven business ops
The next gen of cloud-based data platform services are flexible and cost-effective so even small organisations can unlock data insights.
What MSPs can learn from Datto’s Channel Ransomware Report
While there have been less high profile attacks making the headlines, the frequency of attacks is, in fact, increasing.
Cisco expands security capabilities of SD­-WAN portfolio
Until now, SD-­WAN solutions have forced IT to choose between application experience or security.
IDC - Global digital transformation spend to near $2T by 2022
Hardware and services spending will account for more than 75% of all DX spending in 2019.
AlgoSec delivers native security management for Azure Firewall
AlgoSec’s new solution will allow a central management capability for Azure Firewall, Microsoft's new cloud-native firewall-as-a-service.
Gartner - Global RPA spending hitting its stride
The biggest adopters of RPA today include banks, insurance companies, utilities and telecommunications companies.