Comparing Consumer and Organizational Buyer Behaviour in the UK Desktop Printer Market.

In this essay I would like to explore the various ways consumers both private and business view the market for printers and associated goods, be it price, performance, practicality or athletics. Then I would like to look at how retailers and producers conforming their products and marketing techniques in order to operate effectively in a saturated market.

First we need to look at what it is that consumers are looking for in a printer in order to assess how we can market these products and the functionality that they require. The cheapest and most basic printers are of the ink jet variety, using black ink only these start from around twenty to thirty pounds.

The next price bracket thirty to fifty pounds will see you get a colour printer with much better black and white resolution, with the capacity to print average looking pictures, sometimes a basic image scanner, but with better efficiency and reliability. We can talk about why companies are able to mass produce these cheap printers further along but for now we can continue along in my market research.

The next bracket of fifty to one hundred pounds is where most consumers will find themselves in the market looking to purchase at, these usually consist of all in ones and where we see wireless printing starting to appear. These ink jet printers usually have far more features than their lesser counterparts, now we also start to see monotone and basic three colour laser printers appear, which can produce higher quality text quickly in larger quantities and using far less ink than jet printers, furthermore in this price range you are likely to find printers with the ability to auto-duplex which is to say that these printers have the ability to print double sided on sheets of paper wi...

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