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Label:IDC Research
Manufacturer: IDC Research






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Product Description:

This IDC study examines the extent to which PC and peripheral owners among small and medium-sized businesses (SMBs) consider themselves favorably disposed toward buying from a vendor based on personal consumer experience. Four vendors are examined in detail: HP, Sony, Canon, and Toshiba. The impact of consumer experience associated with Panasonic and Sharp is also discussed.

Raymond Boggs, IDC vice president of SMB Research, noted, "The separate marketing and promotion of technology products to consumers and to SMB customers misses the fact that the two customer sets have considerable overlap. By crafting a consistent brand position across customer segments, technology providers can gain advantage over competitors."

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