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InfoTrends conducted a survey to obtain an understanding of the differences in how customers purchase supplies. The results are organized by type of customer, and consumer versus business users. In most cases, these customers have unique characteristics that prompt different purchasing behaviors and supplies usage. For example, consumers are more firmly entrenched with inkjet technology (which is expected), while businesses are not particularly solid with any particular technology and use a wide range of products. These differences impact the supplies buying behavior of these two groups. In relation to where they purchase supplies, the respondents, based on their type, fell into two distinct purchasing patterns. Nearly half of the businesses surveyed purchased their supplies from a superstore, either a computer or office type, while 32% of consumers were more apt to purchase their supplies from a mass merchandiser such as Wal-Mart, Target, or Kmart. Surprisingly, more of the businesses, 16%, purchased supplies online, compared to 6% of consumers. This could be a factor of classification. Many businesses may have an online account for electronic data interchange with their dealer or vendor, and although they may not be technically considered an online retailer, this could be how the respondent chose to classify their vendor as opposed to the other choices. Beyond the major categories of superstores, mass merchandisers, and online retailers, all other categories were comparatively insignificant.
The preceding is an excerpt from a report entitled Supplies Buying Habits in the Retail Channel: 2007 Survey Results. To learn more about this report, visit our online store or contact Scott Phinney ext. 123 or via e-mail at . |
