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The Future of Document OEMs vs. Aftermarket in W.Europe 
According to recent research, consumers in Western Europe are more likely to purchase office supplies that are the same brand as their hardware products. This is particularly true for colour applications and consumables like toner, ink, and paper.
Based On this information, it is clear that OEMs have an opportunity to take advantage of the brand loyalty in these markets.
The Use of Toners & Inks: We asked our survey respondents to indicate which brands of toner and inkjet cartridges they use in their machines. Generally speaking, a healthy majority of respondents say that they always or sometimes use the same brand of cartridges as their hardware brand.
Respondents with production black & white copiers (70+ cpm) were most likely to say that they never use toner that is the same brand as their hardware. Those with copiers producing 24+ cpm, departmental or high-speed black & white copiers producing 20+ cpm, colour laser printers, and production black & white printers producing 80+ ppm were more likely to always use cartridges that were the same brand as their devices. ,p>The responses in this category are likely linked to how many aftermarket toner or inkjet cartridges are available in particular segments. For example, there is still relatively little aftermarket colour laser toner available for colour laser printers. On the other hand, it is easy for users to purchase aftermarket inkjet products such as compatible cartridges and refills or remanufactured toner cartridges for low-end or mid- range monochrome laser printers.
It is interesting to note that the percentage of users who never purchase toner or ink that is the same brand as their device (i.e. always buy an aftermarket product) is relatively small, suggesting an overall loyalty to OEM-branded supplies.
* Post was edited: 2004-09-03 10:26:00
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