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CAP Ventures To Research Brand Performance in Office Equipment Market

Press release from the issuing company

(Norwell, MA) February 21, 2001…CAP Ventures announced the start of the Spring wave of market research for its Office Equipment Tracking Program. This semi-annual program tracks a variety of critical brand performance and customer behavior metrics for copiers, fax machines, laser printers and inkjet printers. Key measurements include: Brand share, Brand awareness, Brand consideration and preference, Purchase intentions, Use of Internet in purchase process, Average monthly print volume and Customer satisfaction This comprehensive research program provides equipment manufacturers and national resellers with statistically valid data to guide important decisions for advertising, product development and distribution programs. "Many companies are flying blind with only anecdotal evidence of their market position and impact of advertising campaigns" commented Jeffrey Hayes, Research Director at CAP Ventures. "In an increasingly competitive market with escalating costs for launching products, supporting channels and generating demand, executives need to better target their resources and measure their effectiveness." Twice per year CAP Ventures interviews over 1,500 decision makers at small, medium and large businesses throughout the United States. The research results can be segmented by a variety of factors including company size, geography, vertical industry, brand of equipment and other customer attributes. Clients can participate by purchasing results from one or more product areas. For marketing executives, product managers and advertising agencies this powerful tool provides valuable insights into the purchase dynamics and usage patterns for office output equipment across key business markets. "Vendors now have a resource that is consistent and integrated" explained Hayes. "You can benchmark your brand's and competitive brands' performance as well as understand customer behavior by product categories and market segments over time." This research program helps vendors identify gaps in customer satisfaction, identify weak brands that are susceptible to loss of market share, determine if advertising spending is at the right level and reaching the right markets, and understand how, where and when customers are purchasing printers, copiers and fax machines.

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