Figure 1: Influential Attribute Ratings for Photo Paper – Means

Among the 633 users who report using inkjet photo paper, 41% say that they most commonly purchase the Kodak brand. 26% report typically purchasing the HP brand. Although Kodak does not market inkjet printers, it has a very well-established name in film photography that has carried over to the digital photography market. Our survey participants were also asked to specify all of the locations from which they had purchased photo paper in the past year. Overall, Wal-Mart was the most popular location, cited by 37% of respondents. The office superstores (Staples, Office Depot, and OfficeMax) followed. The study also revealed that Wal-Mart is the most popular location for purchasing inkjet cartridges.  Cartridge Consumption According to the study, black cartridges are consumed more quickly than color cartridges because they are used on all types of images, including photographs and text documents. Most survey participants reported using between 2 and 9 black cartridges each year. On average, 22% of respondents reported using 2 cartridges each year while 20% used between 5 and 9 cartridges each year.  The results for color cartridges were similar to those for black cartridges when we considered color cartridge use as a ratio of total cartridge consumption. Most respondents reported using 2 color cartridges each year. Over half of the respondents that use 1 to 4 total (black and color) cartridges each year use 1 color cartridge, while 40% use 2 cartridges.

Figure 2: Color Cartridges Used per Year by Total Cartridge Consumption