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Value perception of Lexmark inkjet printers

Issue #0813/3 - Although not a scientific survey or test programme, the sale of printers on eBay is a pretty clear indication of the relative desirability of printers from different manufacturers. CharisCo Printer Labs put three inkjet All-in-Ones on eBay, with a fascinating outcome! This offers some insight into why Lexmark’s consumer division is performing so badly, with such a heavy decline in inkjet unit sales.

Brother DCP-135CBrother DCP-135C

With devices from just three manufacturers, no claim is made that the experience is profound or statistically meaningful. But, put a Lexmark X2550 head-to-head with a Brother DCP-135C and an Epson Stylus DX4400 and there can be little doubt about which device will not win any awards.

These three (ex-test) machines were placed on eBay just before Christmas, to catch the Christmas buying season, all with the same auction end time.

While the Epson DX4400 commanded a sale price of £29.50, and the Brother DCP-135C was taken for £25.51, the Lexmark could only muster £7.99!

Epson DX4400Epson DX4400
Thus, we can surmise that an Epson AiO is nearly four times more desirable than a competing Lexmark AiO in the public’s eye. Likewise a Brother device is just over three times more desirable.
If we were to take the auction value as a percentage of the purchase price and consider that to be a value rating, the X2550 came in with a pitiful rating of less than 20% while the Brother tops the list at 61%.
  Purchase Price Final auction
bid 		Auction bid as
percent of purchase
Brother DCP-135C £41.58 £25.51 61%
Epson DX4400 £50.64 £29.50 58%
Lexmark X2550 £42.49 £7.99 19%
Lexmark X2550Lexmark X2550
While it would be my knowledge of Lexmark hardware, pricing and value proposition that would prevent me buying a Lexmark printer for my own use, clearly my views are not unique, in this instance resulting in fewer bids and this much lower sale price.
~End~

This entry was posted on Friday, April 25th, 2008 at 12:00 am and is filed under Pricing, Conversations, Issues. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.