Final Project by Kaushik 88

A STUDY OF CONSUMER BEHAVIOUR
TOWARDS MULTIFUNCTIONAL DEVICES

OF CANON.
Compiled to the Mumbai University in the partial fulfillment of the

requirement for the award of the degree in
MASTERS OF MANAGEMENT STUDIES
Submitted By:
Kaushik Mutta
Under the guidance of
Prof. Simmi Prasad (Faculty – Marketing)
St Francis Institute of Management and Research
SFIMAR
St Francis Institute of Management and Research, Mt. Poinsur,

S.V.P Road, Borivali (W) Mumbai.
Year: 2008 – 2010
Kaushik Mutta Page 1
ACKNOWLEDGEMENT
This project, though an individual project, wouldn’t have been possible without
the constant help and guidance of a few individuals whose support has been vital to the
completion of the project.
I would like thank my project guide Mr. Gaurav Choudhary (Account

Manager– Direct Sales) who gave me the opportunity to work under his guidance in spite
of his busy schedule, and for helping me with the various queries and the required
information required for the completion of the project.
I would like to thank my college guide Mrs. Simmi Prasad (Faculty –

Marketing) for his guidance during the project.
I would like to extend my sincere thanks to Dr. Thomas Mathew (Director-

SFIMAR) who was a source of inspiration throughout this project.
And lastly, I would also like to thank my parents and my fellow summer trainees
for their constant support and guidance during this project who made this project a
memorable experience.
DECLARATION
This is to certify that the project work “A study of Consumer Behaviour towards
multifunctional devices of canon.” has been successfully completed by ‘KAUSHIK
MUTTA’ in partial fulfillment of the requirement for the award of the degree in Master
in Management Studies at St. Francis Institute of Management & Research under
Mumbai University is an original work and the same has not been submitted by anyone in
this institute or any other institute earlier to this.
Kaushik Mutta
(Project Trainee)
Prof. Simmi Prasad

(Project Guide)
CERTIFICATE
TABLE OF CONTENT
SR.NO PARTICULARS PAGE NO.
1 Executive Summary 6
2 About company 7-9
3 Canon in India 9 - 10
4 Marketing Mix 11 - 12
5 Canon Solutions 12 - 40
6 Need for study 41
7 Objective of study 41
8 Research Methodology 42 - 43
9 Analysis of data 44 - 50
10 Findings and Interpretations 51- 52
11 Recommendations and Conclusion 53
12 Appendix - A 54 – 57
13 References 58
Executive Summary
Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pvt. Ltd, a world
leader in imaging technologies. It has been a wonderful learning experience working for
such a great company. It was a business to business selling so I have learned how to
interact with different kinds of people & have improved my communication skills. The
training provided to me has added tremendous value to my personality and I know it will
surely help me in my future.
The main focus of this project is to go to the customers ask them some questions
regarding the product and the usage of machine( which includes the volume of printouts,
scanning and photocopy on daily basis) and their satisfaction level with the usage of
machines. The focus was also to find about where do they get their machines
maintenance from (is it the dealer or the company itself) as few were not satisfied with
machines maintenance which they were getting from local dealer. To check whether their
products are outdated or exceeded five years( as the expected life of a MFD is five years)
and if so then help them in buying a new machine with the latest technologies which will
suit to their working environment. The project also includes finding the potential
customers for the products, and to provide them information about the new technology
with which a company is come up recently. The project can be summed up with the brand
awareness & promotion.
The primary data was collected through questionnaire tool by interview
technique. The questions were a combination of close ended & open ended questions.
While framing the questionnaire care was taken that the question asked were not
ambiguous or confusing. Simple words were used and care was taken to eliminate the
sensitive and personal questions.
The findings & recommendations are given on the basis of personal observation
and the responses given by the dealers and customers to the questionnaire.
It has indeed been a pleasure working with Canon India Pvt. Ltd. This provided
me with an extremely good learning environment which helped me gain a huge amount
of practical knowledge.
Canon.
Canon started out as a company with a handful of employees and a burning passion. That
company soon became a world-renowned camera maker and is now a global multimedia
corporation. However, the origins of success remain unchanged: the passion of our early
years and technological expertise amassed over more than 60 years.
Canon will continue using its technologies to benefit people as it pursues its objective of
becoming a company that is loved by people throughout the world.
A Short History of Canon
The company we know today as Canon was first founded in 1933, as a small street side
shop called Precision Optical Instruments Laboratory. The founders, Goro Yoshida and
Saburo Uchida, started the company in order to produce a 35-millimetre rangefinder
camera.
The first camera the company developed went by the name “Kwanon,” after a Buddhist
Bodhisattva. Although three versions of this camera were marketed and as many as ten
were said to be in production, none were ever sold on a large commercial scale.
Although Precision Optical Instruments Laboratory had developed a camera, it had failed
to develop a lens. The company decided to partner with Japan Optical Industries—the
company we now know as Nikon. This company had developed a camera lens under the
name “Nikkor.” In 1936, Precision Optical Instruments Laboratory released its first
camera to the commercial market: the Hansa Canon.
The Hansa Canon was only the beginning. In 1939, the company began producing its
own lenses in-house. A year later, the Japanese army approached several manufacturing
companies with a request to produce an X-ray camera. These companies in turn came to
Precision Optical Instruments Laboratory with the request. Toward the end of the year,
the company produced the first X-ray cameras.
In 1945, the company was disbanded briefly after the end of World War II, after part of
its facilities were destroyed by fire. When Allied forces came to occupy Japan, the
company’s president, Takeshi Mitarai, noticed they showed an interest in Japanese
cameras. He made the decision to reopen the company to cater to these interests, inviting
back workers who had been let go when the plant closed.
In 1947, Precision Optical Instruments Laboratory changed its name to Canon Camera
Company. The name was more appealing than the previous one had been to the
occupying allied forces, and the script used in Japanese to write the new name was a style
that other companies of the time never used—so the name stood out among its
competitors and in the Japanese stock exchange.
Canon’s company may have begun with cameras, but it eventually expanded into other
markets. In 1982, the company introduced its first personal copying machines to the
market. Later, in 1987, the company introduced color copying machines. Technology
improved further over the years as the company developed inkjet and laser printers and
the world’s first ferroelectric liquid crystal display (FLCD).
Today, Canon is well known for its line of cameras, computer printers, and other
electronics for home use. However, the company also offers business products such as
analog and digital copiers, scanners, and all-in-one machines—and these make a
significant amount of the company’s revenue. Canon has also developed a line of flat-
panel televisions in partnership with Toshiba, under the name SED, Inc.
Among Canon’s product lines, the ImageRUNNER series is worth mentioning. This
office-sized copier is designed to be environmentally conscious. It warms up in just
sixteen seconds, saving energy as well as time. The products in this line also conform to
European laws that demand the reduction of lead and other environmentally damaging
substances used in manufacturing.
Canon’s ImageDirect printer series was also groundbreaking. These Inkjet printers allow
users to print directly from their cameras without going through a computer. The printers
use photo-quality paper and ink to produce prints that look like snapshots.
Canon’s printers are primarily Inkjet, and the company produces a wide range of models
from compact desktop printers to all-in-one printers, scanners and copiers. Canon is
generally known to sell a high-quality product. However, the print head in a Canon
printer is often mounted directly onto the ink cartridge—meaning users must change the
ink cartridges if they need to change the print head. In addition, many of Canon’s printers
use ink cartridge configurations that are not compatible with other Canon printers; some
machines use all-in-one ink cartridges, while others require separate black, cyan, blue and
magenta cartridges.
Canon is one of the groundbreaking companies that can be credited with the development
and improvement of printer technology throughout the years. The company has come a
long way since its beginning, and it’s one of the oldest printer and electronics companies
still in business today.
Canon India Pvt. Ltd.
Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore
Pte.Ltd; a world leader in imaging technologies.
Canon today has offices spread across 7 cities in India with an employee strength of over
700 people and markets 140 comprehensive range of sophisticated and contemporary
digital imaging products in the country.
These include photocopiers, multi-functional peripherals, fax-machines, inkjet and laser
printers, scanners, All-in-ones, digital cameras, digital camcorders and multi media
projectors, cable id printers, semiconductors and card printers.
Business Imaging Solutions
In line with the trend of the multimedia age, Canon Business Imaging Solutions is
making all-out efforts to create a new office- Environment where dreams can be
materialized by high end, cost effective office devices like image RUNNERs, Large
Format Printers, Document Scanners, Software solutions of document management etc.
Canon Business Imaging Solutions helps organizations optimize enterprise printing with
solutions designed to take advantage of the features and functionality of Canon's
imageRUNNER line of multifunctional products. Canon's enterprise printing solutions
enable high-speed host printing, over the corporate LAN, with full finishing capabilities,
with solutions that monitor, measure, and manage copy/print/scan activity across the
entire enterprise.
The Excellent Global Corporation Plan:
The Excellent Global Corporation Plan was introduced with the aim of building a
corporate group that continuously contributes to society through technological innovation
and is worthy of admiration and respect worldwide. Phase I of the Plan, launched in
1996, focused on profits and total optimization through selection and concentration of
business areas. In Phase II, launched in 2001, we established a highly profitable business
structure with the goal of becoming No. 1 in all of our major areas of business. Focusing
on sound growth in Phase III, which began in 2006, we aim to join the ranks of the
world's top 100 companies in terms of all key business performance indicators.
Marketing Mix
The marketing mix is actually the specification of 4 P’s including Product, Price, Place &
Promotion describing the strategic position of a product in the marketplace. Canon uses
this model to full effect for their business model.
PRODUCT
The Image Runners are very much customized product line for the small and medium
businesses and as well as for Large enterprises. It offers you various facilities like
scanning, copying, printing, faxing and storing within the same machine. At the same
time IRC can be connected to the office’s network.
There are various categories of Digital Image Runners, which are as follows:
1. Workgroup
Canon offers an array of digital multifunction copiers, with speeds ranging from 13 to 23
pages-per-minute, designed to meet every need, application and budget in the workgroup
environment.
2. Department
Canon's mid-volume multifunction copiers range in speed from 22 to 68 pages-per-
minute and are designed to handle the workloads of busy workgroups or departments.
3. Production
Ranging in speed from 80 to 105 pages-per-minute, Canon's high-volume digital copiers
are equally at home in large corporate workgroups, print-on-demand environments,
central reprographic departments, and print-for-pay or walk-up environments.
4. Desktop
Canon's Desktop Copiers offer Digital technology providing outstanding quality output
for professional results.
Few of the CANON SOLUTIONS
These are specially designed to handle works of many in a powerful package to enjoy
mega performance with minimum investment. Benefit from the advanced imaging,
copying, printing, colour network scanning and network features, increasing office
productivity and efficiency.
imageRUNNER iR 2318L
A compact and user friendly device that offers you copy and print features for added
convenience.
Achieve more with Canon imageRUNNER 2318L. Designed with the low volume
customer in mind, this device not only allows users to copy but print as well, promoting
significant cost savings.
Features
• 18 pages per minute for copy and print output
• Simple to use advanced copying functions
• Standard Local Print with network printing available with network card installed
• 5 line LCD for easy navigation and visibility, with support in Thai and Vietnamese
• Customizable output formats such as rotate, collate and group
• Optional Color Network Scan for advanced document distribution
• Compact and Space Saving
Copy and Print Capability
• Many useful features to make copying powerful, simple and hassle free
• Reserved Copy, ID card copy, Auto Magnification Selection, 4 to 1 Copy Image

Combination and much more
• Standard local print function at a speed of up to 18 pages per minute with network
printing available as an option
• No need to purchase additional standalone printers, especially for the budget

conscious
• Copying and Printing at 600 x 600 dpi
New User Interface
• New 5-Line LCD Local user interface, including error recovery procedure support
• First Canon MFD to provide support Thai and Vietnamese Language User Interface
Create Professional looking documents
• Rotate, collate and group documents as desired for easy document distribution
without additional accessories
• Supports a variety of paper sizes, with maximum capacity of up to 1,080 sheets
• Double-sided printing or stapled reports available with optional accessories attached
Excellent Color Network Scanning with Canon’s Color Network ScanGear
• Easily perform scanning of both black-and-white and color documents from the
device to the PC
• Supports up to 300 x 300 dpi A3 paper size scanning for editing or electronic
document distribution
• Optional with network card installed
Compact and Reliable with Small Footprint
• Suitably sized for busy office environments with limited space
• High yielding supplies and consumables to keep running costs and downtime to a
minimum
• Easy to load bottle design, toner replenishment is quick and clean
Security Features in the Office workflow
• Manage user access rights with Department IDs
• Prevent information leakages and manage paper cost
SPECIFICATIONS
Type Digital Multifunctional Imaging System
Developing System Single component dry toner projection development

system
Fixing System RAPID Fusing System
Copy Speed 18ppm (A4)
Image Server Memory Standard 64MB
First Copy Time 7.9seconds or less
Warm Up Time 13seconds or less
Maximum Original Size A3
Maximum Copy Size A3
Minimum Copy Size A5
Resolution Reading 600 x 600dpi

Printing 600 x 600dpi
Halftone 256 Gradations of Gray
Duplexing Optional Automatic Duplexing
Magnification 25 to 400 % (in 1% increment)
Paper Capacity
Standard Paper 250 sheets x 1

Cassette:
Bypass Tray: 80 sheets
Optional Paper 250 sheets x up to 3

Cassettes:
Acceptable Paper Weight
Cassette 64 to 90 gsm
Bypass 64 to 128 gsm
Multiple Copies 1 to 99 sheets
Dimensions (W x D x H) 622mm x 638mm x 580.4mm
Weight 37.9kg
Power Source 220V AC – 240V AC +/-10%, 50/60 Hz, 2.7A
Power Consumption 1.55 kW or less
Drum Yield 55,000 sheets (A4)
Toner Yield 8,300 sheets (A4)
imageRUNNER iR 2018N
Design to handle works of many in a powerful package to enjoy mega performance with
minimum investment. Benefit from the advanced imaging, copying, printing, colour
network scanning and network features, increasing office productivity and efficiency.
Features
• Delivers at fast speed of 18 pages-per-minute
• Finest print quality of up to true 1200dpi resolution with Canon’s UFR II LT printing
technology
• Vibrant scanned images of up to 600 x 600 dpi crisp resolution
• Optional Super G3 fax capabilities for faster information transfer at lower
transmission/telephone costs
• Perform at high productivity and maximum operation
• Compact and space-saving
• Energy saving and fast recovery mode
• Lower running costs with toner and drum design
Create sleek and professional looking documents
Present a professional image every time with the iR2018N. Produce outputs with
outstanding clarity and quality, double sided and stapled reports for distribution using the
optional internal finishing device. Productivity can be enhanced further with an additional
tray to separate print and copied output. Alternatively, an inner two-way tray for non-
stapled collation can be incorporated for maximum versatility.
Best image Quality
Whether it is printing or copying, high-quality image output is ensured by iR2018N,

delivering crisp and sharp text documents at 1200 dpi x 600dpi -enhanced resolution. The
iR2018N is ready to print instantly with little warm-up time at 18 pages-per-minute
output speed. You’ll get your work done effortless and quickly.
Excellent Colour Network Scanning with Canon’s Colour Network ScanGear
Scan your documents in both black-and-white and colour directly from imageRUNNER
to your pc via network. Coloured documents are able to deliver the message much
clearer and faster. In addition, scanned images can be easily edited or modified at your
workstation.
Spacing saving and Scalable
Compact size but big in features and capacity, you can enhance the capacity of this
imageRUNNER up to 1,080 sheets, in a variety of sizes up to A3.
Seamless Network Connectivity across the workgroup
Elevate the overall efficiency of your workgroup with this compact performer for
seamless network connectivity and share the benefits of professional laser printing. You
can also check the status of your iR2018N right from your desktop via the web browser.
Conscious of our Environment
With Canon’s RAPID Fusing System™, the system requires lesser time to
warm up; this greatly reduces the high energy consumption and keeping the
energy consumption to the minimum. Sleep mode is automatically initiated when the
device is not in use. Once needed, the device is fully operational again in seconds - a
great way to reduce energy consumption without affecting staff productivity. Save paper
and cut costs further by using double-sided output.
SPECIFICATIONS
Imaging System Laser Dry Electrostatic Transfer System
Developing System Dry Mono-component Toner Projection
Copy Speed 18 pages-per-minute (A4)
First Copy Output Time 6.9 seconds or less
Warm-up Time
Power-on: 14.0 seconds or less
From sleep mode: 1.0 seconds or less
Max. Original size A3
Max. Copy Size A3
Min. Copy Size A5
Image Server Memory 128MB (Std), 256MB (Max)
Max. Copy Reservation No limit (Up to Memory Capacity)
Resolution
Scan 600dpi x 600dpi
Copy 1200 interpolated dpi x 600dpi
Print 1200 interpolated dpi x 600dpi (Std UFR II LT/Opt PCL)

True 1200 dpi x 1200 dpi* (Std UFR II LT)
Paper Capacity
Standard Paper Cassettes: 1 x 250-sheets

Stack Bypass: 1 x 80-sheets
Optional Up to 3 x 250-sheets Paper Cassette
Cassette 64 - 90gsm
Bypass 64 - 128gsm
Magnification 50% to 200% (In 1% increments)
Multiple Copies 1 to 99
Network Scanning Utility Color Network ScanGear
Printing Utility UFR II LT Printing
OS Supported Windows®2000/XP/Vista Server2003/ Mac OS(10.2.8 or

later)
Dimensions (W x D x H) 622mm x 638mm x 580.4mm (Duplex Automatic

Document Feeder)
Weight 41.0kg
Power Source 220-240VAC, 50/60Hz
Drum 61,000 Copies (A4)
Toners 8,300 Copies (A4)
imageRUNNER iR 2018i
Offering high quality digital copying, laser printing, convenient colour-enabled scanning,
and powerful document distribution capabilities – delivering great performance for your
office. Benefit from these versatile features and increase your office productivity and
efficiency. Enjoy the advantage of multi-functional capabilities and simplicity today!
Features
• ‘All-in-One’ capabilities -copy/print/scan/send
• 18 pages-per-minute
technology
• Achieve brilliant images, scan up to 600 x 600dpi resolution
• A communication powerhouse – direct send to emails, i-fax and file servers
• Send/receive faxes at approx. 3 sec for faster information transfer at lower
• Compact
• Reliability, Maximum uptime and lower running costs with toner and drum design
Finest image Quality and high Performance
Whether it is printing or copying, high-quality image output is ensured by iR2018i,

delivering crisp and sharp text documents at 1200 dpi x 1200dpi -enhanced resolution.
The iR2018i is ready to print instantly with little warm-up time at 18 pages-per-minute
Superb Colour Network Scanning
to your pc for integration into workflow or storage. With the scanned coloured
documents, you are able to deliver the message much clearer and faster. In addition, these
scanned images can be easily edited or modified at your workstation.
can also check the status of your iR2018i right from your desktop via the web browser.
Communication Powerhouse
Take advantage of your network infrastructure improve your business communication

with a power suite of black-and-white and colour document distribution in TIFF, PDF,
and JPEG file formats without restrictions to multiple destinations. Greatly simplify
information exchange and communications.
Look at your Best
Present a professional image every time with the iR2018i. Produce outputs with
Compact, Elegantly and Space-saving design
Offering all the functionality needed in a single complete package, this reduces space-
occupying of multiple devices and respective consumables – a compact design which can
fit elegantly in any size. Though compact size but big in features and capacity, you can
enhance the capacity of this imageRUNNER up to 1,080 sheets, in a variety of sizes up to
A3.
With Canon’s RAPID Fusing System™, the system requires lesser time to
warm up; this greatly reduces the high energy consumption and keeping the
energy consumption to the minimum. Sleep mode is automatically initiated when the
device is not in use. Once needed, the device is fully operational again in seconds - a
great way to reduce energy consumption without affecting staff productivity. Save paper
and cut costs further by using double-sided output.
SPECIFICATIONS
Warm-up Time
Power-on: 26.0 seconds or less
From sleep mode: 1.0 seconds or less
Max. Copy Size A3
Min. Copy Size A5
Image Server Memory 256MB (Std/Max)
Max. Copy Reservation Approx. 1,500 pages (Up to Memory Capacity)
Resolution

True 1200 dpi x 1200 dpi (Std UFR II LT)
Paper Capacity

Optional Up to 3 x 250-sheets Paper Cassette
Cassette 64 - 90gsm
Bypass 64 - 128gsm

later)
Send Feature
Sending Methods Email, i-Fax, File-Server(FTP, SMB)
File Formats TIFF, JPEG, PDF, PDF(Compact)
Dimensions (W x D x H) 622mm x 676mm x 652mm (Duplex Automatic

Document Feeder)
Weight 47.0kg
imageRUNNER iR 2022N
This powerful office package, imageRUNNER 2022N is built to handle works of many in
a complete solution. Benefit from the advanced imaging, printing, copying, colour
network scanning and network features, increasing office productivity and efficiency.
Features
• Digital laser quality copying and printing at a laser speed of 22 pages-per-minute
technology
• Big office colour network scanning to this black-and-white imageRUNNER
• Optional Super G3 fax capabilities for faster information transfer at lower

• High productivity and optimum operation
• Space-saving and scalable
• Lower running costs with toner and drum design
Present the best to your customers
Present a professional image every time with the iR2022N. Produce outputs with
Finest image Quality and high Performance
Whether it is printing or copying, high-quality image output is ensured by iR2022N,

delivering crisp and sharp text documents at 1200 dpi x 600dpi -enhanced resolution. The
iR2022N is ready to print instantly with little warm-up time at 22 pages-per-minute
Big Office Colour Network Scanning
to your pc. Coloured documents are able to deliver the message much clearer and faster.
In addition, scanned images can be easily edited or modified at your workstation.
Space saving and Scalable
Compact size but big in features and capacity, you can enhance the capacity of this
imageRUNNER up to 1,080 sheets, in a variety of sizes up to A3.
can also check the status of your iR2022N right from your desktop via the web browser.
With Canon’s RAPID Fusing System™, the system requires lesser time to warm up; this
greatly reduces the high energy consumption and keeping the energy consumption to the
minimum. Sleep mode is automatically initiated when the device is not in use. Once
needed, the device is fully operational again in seconds - a great way to reduce energy
consumption without affecting staff productivity. Save paper and cut costs further by
using double-sided output.
SPECIFICATIONS
Warm-up Time
Power-on 14.0 seconds or less
From sleep mode 1.0 seconds or less
Max. Original Size A3
Max. Copy Size A3
Min. Copy Size A5
Image Server Memory 128MB (Standard)/ 256MB (Max)
Max. Copy Reservation No Limit (Up to Memory Capacity)
Resolution

True 1200 dpi x 1200 dpi (Std UFR II LT)*
Paper Capacity
Standard Paper Cassettes: 250-sheets x 2

Stack Bypass: 80-sheets
Optional Paper Cassettes: 250-sheets x 2
Cassette 64 to 90 gsm
Bypass 64 to 128 gsm

later)
Dimensions (W x D x H) 622mm x 638mm x 665.4mm (Platen cover)
Weight 47.0kg
COLOUR
Color imageRUNNER iR C3180i
The multi-function device Color imageRUNNER 3180i offers a wealth of possibilities,

while paperless information distribution is available for easy execution at a touch of a
button, incurring minimal cost of sending files over lines. There are choices of robust
finishing options for you to choose from, producing sleek and professional-looking
documents in-house, without the need for any out-sourcing.
Features
• ‘All-in-One’ capabilities -copy/print/scan/send/opt fax
• 31 ppm for b/w outputs & 7 ppm for colour outputs
• Standard Canon’s UFR II LT printing technology for faster and more efficient
printing process
• Scan and achieve beautiful brilliant images
• Seamless connectivity – direct send to emails, i-fax and file servers
• Send/receive laser-speed faxes at approx. 3 sec for faster information transfer &
lower transmission/telephone costs
• Unique array of advanced finishing options to choose from
• Optimum uptime and lower running costs with toner and drum design
Advanced Copying features for Uncompromising Business Performance
Power-packed with advanced copying features like Scan-Once-Print-Many, Area

Designation, 2-Color Copying, Job Built, Job Block Combination and many more which
makes document creation simple. In addition, Express Copy screen enables users to set
basic copying modes from a screen. This reduces setup time for complex copy jobs.
UFR II Brilliant Business Colour
Canon’s proprietary UFR II Print Technology comes as standard in Color

imageRUNNER 3180i, which is responsible for delivering remarkable reproduction of
details and image quality, maximizes your printing performance and speed.
Excellent Colour Network Scanning
to your pc for integration into workflow or storage. With the scanned coloured
documents, you are able to deliver the message much clearer and faster. In addition, these
scanned images can be easily edited or modified at your workstation.
can also check the status of your iRC3180i right from your desktop via the web browser.
Connect borderless without any restriction
Take advantage of your network infrastructure improve your business communication
with a power suite of black-and-white and colour document distribution in TIFF, PDF,
and JPEG file formats without restrictions to multiple destinations. Greatly simplify
information exchange and communications.
Creating a Variety of File Formats for Different Needs
Standard Universal Send functionality can be further upgraded with Universal Send PDF
Advance Feature kit, Universal Send PDF Security Feature kit and Digital User
Signature PDF.
You can select TIFF, JPEG, or PDF formats when scanning your documents. In
addition, you can further specify the various format options such as Compact, Trace &
Smooth, OCR, Encrypt and adding Digital Signatures according to your requirements
and serving the purposes.
Look at your Best
Present a professional image every time with the iRC3180i. Produce outputs with
outstanding clarity and quality, double sided and stapled reports for distribution with
finishing options. Productivity can be enhanced further with an additional tray to
separate print and copied output. Alternatively, an inner two-way tray for non-stapled
collation can be incorporated for maximum versatility.
Powerful Package – “ All-in-One”
Offering all the functionality needed in a single complete package, this reduces space-
occupying of multiple devices and respective consumables – a compact design which
can fit elegantly in any size. Though compact size but big in features and capacity, you
can enhance the capacity of this imageRUNNER up to 4750 sheets, in a variety of sizes
up to A3.
Caring for our Environment
Sleep mode is automatically initiated when the device is not in use. Once needed, the
device is fully operational again in seconds - a great way to reduce energy consumption
without affecting staff productivity. Save paper and cut costs further by using double-
sided output.
SPECIFICATIONS
Developing System Dry Dual Component Developing System
Copy Speed
B/W 31 ppm (A4)
Color 7 ppm (A4)
First Copy Output Time
B/W 8 sec (A4)
Color 23.9 sec. (A4)
Warm-Up Time 6 minutes or less
Max. Copy Size A3
Min. Copy Size A5
Max. Copy Reservation 5
Image Server Memory 1 GB RAM (Std) 1.5 GB RAM (Max)
Resolution
Scan 600 dpi x 600 dpi
Print 2400 interpolated dpi x 600dpi
Paper Capacity
Optional Paper Cassettes: 2 x 550-sheets

Paper Deck: 2,500 sheets
Cassette 64 - 128gsm
Bypass 64 - 163gsm

later)
Send Feature
Sending Methods E-mail, I-Fax, File Server (IPX, FTP, SMB, WebDAV),
User Inboxes (Includes URL Send)
Address Book Capacity Max. 1,800 (Includes 200 One-Touch Buttons)

Max 5 LDAP Servers
File Format TIFF, PDF, Optional {PDF (OCR), Encrypted PDF,

Digital Signature PDF (Device, User)
Dimensions (H x W x D) 754mm x 565mm x 755mm
Weight 86.0kg
Drum Yield 70,000 pages (A4)
Toner Yield (@5%coverage)
B/W 23,000 pages (A4)
Color 8,500 pages (A4)
Color imageRUNNER iR C2550i
The NEW Colour imageRUNNER 2550i is designed to optimize office productivity by

providing a benchmark of performance, exceptional value and extensive range of
accessories that will enable you to select the most appropriate solution for your unique
business needs.
Features
• ‘All-in-One’ capabilities - Copy/Print/Scan/Send/Fax
• 25 ppm for black-and-white outputs & 23 ppm for colour outputs
• Standard Canon’s UFR II printing technology for faster and more efficient printing
process
• Single and Dual Fax Capabilities
• Standard Universal Send Feature
• Brilliant and Excellent finishing capabilities
UFR II Brilliant Business Colour
• Ultra Fast Rendering (UFR II) technology comes as a standard configuration
• Superior image quality of up to 1,200 dpi print resolution
• Runs on Windows and Macintosh Operating Systems
Integrated Communication Hub
• Scan documents, convert them to digital documents as e-mail, I-fax, fax, file server,
inboxes and send to multiple destinations in various formats
• Share information among employees internally and externally
• Store documents and print on-demand
• Compress large files thus reducing network congestion
Total Peace of Mind
• Provide business security solutions that prevent information leakages
• Effectively manage user access rights
• Efficient cost management
Caring for our Environment
• Sleep mode is automatically initiated when the device is not in use
• Once needed, the device is fully operational again in seconds - a great way to reduce
energy consumption without affecting staff productivity
• Save paper and cut costs further by using double-sided output
SPECIFICATIONS
Imaging System Indirect Electrostatic Transfer System
Image Server Memory 1GB (Standard)
Hard Disk Drive 80GB
Network Interface 10/100Base-TX (RJ-45)

Connection
First Copy Output Time
B/W 5.9 seconds (A4)
Color 8.9 seconds (A4)
Warm-Up Time 30 seconds (A4)
Copy/Print Speed
B/W 25 ppm (A4)
Color 23 ppm (A4)
Max. Mailbox Supported 100 User Inboxes, 1 Memory Fax Inbox, 50 Confidential
Fax Inboxes
Max. Copy Reservation 10
Resolution
Print Up to True 1200 dpi x 1200 dpi
Copy 1200 interpolated dpi x 600 dpi
Scan 600 dpi x 600 dpi
Magnification 25% to 400% (in 1% increment)
Paper Supply
Standard Paper Cassettes: Dual 550-sheets
Stack Bypass: 50 Sheets
Optional Paper Cassettes: Dual 550-sheets

Paper Deck: 2,700-sheets
Cassette 64-163gsm
Bypass 64-220gsm
Exposure Control Automatic or Manual
Send Function
Sending Methods E-mail, Internet Fax, SMB, File Server (FTP, IPX,
WebDAV), and User Inbox
Address book 1,800 (Includes 200 One-Touch Buttons)
File Format Email/File: TIFF, MTIFF, PDF, JPEG, PDF (Compact),

PDF (Trace & Smooth), PDF (OCR), Encrypted PDF &
Digital Signature PDF (Device, User)
Dimensions (H x W x D) 565mm x 755mm x 791mm
Weight Approximately 116 kg
Power Source 220-240V, 50/60Hz
Power Consumption Approx. 1.5 KW (Max)
Drum
B/W Approx. 58,000 Sheets (A4)
Color Approx. 55,000 Sheets (A4)
Toners
B/W 26,000 Sheets (A4)
Color 14,000 Sheets (A4)
PEOPLE
Canon’s main target audience is Small and Medium enterprises, Large Corporate
houses, Trusts, government organization etc. Any organization which deals with day-to-
day paper activity is our potential client like. Manufacturing firms are also our potential
clients because they require lot of paper work for bidding and procurement. Educational
institutes also form a major client base as they are into printing questions papers for their
students. Pharmaceutical companies are major clients as their average daily load is about
1000 pages. Some of the clients for Canon IRC are HDFC, Cipla, ICICI, Exxon Mobil,
Spanco, RFCL, ONGC, GAIL etc.
PRICE
The pricing forms a crucial part of corporate level products. There are various pricing
regimes for various channels and major accounts. The pricing are different for dealers,
direct channel, government organizations.
Direct clients have various options like outright payment, and rental basis-ownership.
In rental basis-ownership, there are two options:
• Fixed Rental Option– It involves basic price of the machine, 15% premium,
0.03367 (3 years factorial), 12.5% VAT if only a copier otherwise 4% if copier
cum printer, service charge
• Minimum Commitment Option - In this, monthly commitment, basic price of the

machine, 15% premium, 0.03367 (3 years factorial), 12.5% VAT if only a copier
otherwise 4% if copier cum printer, and service charge
For government organization, there is a special contract called DGS&D or rate
contract.
The present role of the DGS&D is mainly to conclude the rate contracts to be
operated by the consuming departments of the Government for items of common use.
DGS&D has been identifying such items, whose anticipated annual purchase by
Government Organisations is normally more than Rs. 25 lakhs a year, and bringing such
items on rate contract. The purchase policy envisages according preference to
indigenously produced stores vis-à-vis
imported stores. DGS&D concludes rate contracts with manufacturers, as a matter of

policy. Only where manufacturer himself does not market his products, DGS&D
entertains sole distributor/ selling agent in lieu. For imported stores, DGS&D may deal
with stockists/suppliers of imported stores provided they have proven relationship with
the foreign manufacturer with guarantee of after sale service and supply of spares. Such
entities are required to have adequate infrastructure for after sale service in India.
For maintenance, there is a TGA (Total Guarantee Agreement) contract which involves
servicing and toner cost. It is usually for 3 years and for maximum 5 years. TGA lapses if
10 lacs copies or 5 years whichever is first.
PROMOTION
The main modes of promotion for Canon for IRC are:

• organizing workshops in major cities
• Editorials in various leading business and IT magazines
• Direct sales promotions
• Company mostly benefits from its good quality products and customer experience
which translates into word of mouth publicity. And very committed and well
trained sales force.
The Business Imaging Solutions – Direct sales division have a headcount of 93
people. The BIS - Direct division has a target of building 283 key major accounts and
achieves 300% growth in our colour high end machines. It has operations split into 4
regions – North and East, West and 2 in South. A separate pre-sales department has been
created under BIS DC to cater to the unique needs of the enterprise market segment. The
pre-sales teams will help existing sales teams to build the solution business in the metros
of Delhi, Mumbai and Bangalore. In addition, to provide enterprise customers customized
approaches and provide relevant applications for document management processes, a
separate solution marketing department has also been created. Canon expects its solution
business to be a major driver for selling in all the major and key accounts.
BIS- Channel sales division has a headcount of 43 people. The BIS – Channel sales
division has a target of staying as No.1 in digital copier category which Canon acquired
in Q4 2006. To increase the focus on the government and e-governance sector, a new
Government business department with a dedicated five member team has been created.
BIS –Channel Sales has currently been seeing 25% of its business come from the
government. As a part of Canon's increased focus on colour – a Colour Specialist has
been appointed - for office colour and commercial colour. This Colour specialist will
provide expert advice and guidance to customers on the use of colour. This division will
also oversee the marketing on entire BIS – Channel Sales and BIS – Direct sales
divisions.
Need for study.
• To maintain relations with current users of canon printers and identify if they
have any other requirements within same office (other branches).
• To provide them with good buy back offers if the period for previous machine has
exceeded by five or more than five years (as the life of printer is expected to be 5
years).
• To identify and qualify new clients.
• To replace competitors machine with canon machines.
Objective of study.
• To understand consumers pattern of purchase and behavior regarding MFD.
• To study the perception of brand canon in the mind of consumers.
Research Methodology
A Quantitative research has been followed with specifics as follows:
1. Research Design-
An exploratory as well as descriptive research was carried out with the help of
questionnaires. Questionnaire was formed in order to collect the data from customers.
2. Data Collection:-
With an ideal Research Design, Primary data was collected through questionnaires and
personal interviews. The Secondary data sources comprised of company’s customer
database.
3. Sampling:-
The sampling technique used was convenience sampling under non probability sampling.
4. Sampling plan:
Sample area :- Andheri East: Chakala, Sakinaka,

J.B.Nagar, Sahar road etc.
Sample size :- 100
Contact Method :- Personal Interview
Research Tool :- Structured Questionnaires
5. Questionnaire design:
The primary data was collected through questionnaire tool by interview technique. The
questions were a combination of close ended and open ended. While framing the
questionnaire, care was taken that the questions asked were not ambiguous or confusing.
Simple words were used and care was taken to eliminate sensitive and personal questions.
Analysis of Data Collected
Note: A copy of the questionnaire can be referred from Appendix – A. The analysis of
the questionnaire is as follows:
1. Are you using any MFD in your office?
YES NO
• Results: 90% of them are having MFD in their office while 10% of them said
they have more of desk printers and separate scanners as their volume is not
more.
2. If yes, then which one?
Canon
Hp
Xerox
Ricoh
Others
• Results: 35% of them are having either Canon or HP machines while 10% are
using Xerox and Ricoh machines.
3. What is the main purpose behind using MFD?
Only photocopy
Only scanning
Only printouts
Only scanning
All
main purpose
only photcopy
only Print
only Scan
only Fax
All
Results: About 62% responses shows that they are using these machines for
multipurpose while 16% and 14% use it for only photocopy and scanning respectively.
4. What is the volume of print outs taken on Daily basis?
Less than 100

Between 100 to 300
Between 300 to 500
Between 500 to 1000
More than 1000
• Results: 18% has a volume between 100 to 300, 41% has a volume between
300 to 500, while 9% has more than 1000(this are specially offices of Interiors
and architects)
5. Are the print outs Black & white or colouring?
• Results: 90% of the print outs are Black & white , while only 10% of the print
outs are colouring(these are only some special documents in all the offices)
6. What is the volume of scanning done on Daily basis?
Less than 50
Between 50 to 200
Between 200 to 400
More than 400
volume of scanning
Less than 50
Between 50 to 200
Between 200 to 400
more than 400
• Results: In 57% of the cases scanning is between 200 to 400, while in 15%
more than 400. People have started scanning more rather than taking print
outs and thus the volume of scanning is expected to increase more.
7. What is the volume of photocopy taken on Daily basis?
Less than 100

Between 100 to 300
Between 300 to 500
Between 500 to 1000
More than 1000
• Results: In 27% of the cases photocopy taken in office is between 300 to 500
while in 22% it is between 500 to 1000. It is also been found that many of the
offices take photocopy from outside.(any nearby local photocopy shop)
8. You are using this machine for last how many years?
Less than 6 months

6 months to 2 years
2 to 4 years
More than 4 years
• Results: In 54% of the cases the life of the machine had exceeded 2 to 4
years, while in 18% of the cases the usage was for last 4 years.( the expected
life of any MFD is 5 years)
9. Are you satisfied with your machine?
• Results: 92% are satisfied with the machines they are using while 8% were
not, the main reason for these was tonner not changed on proper time due to
which their work was delayed.
10. Do you wish to buy another machine or change your old machine?, if yes then
which brand would u prefer?
Results: 92% are satisfied with the machines they are using and would like to use
the same brand again in future.
Findings and Interpretations
1) 90% of them are having MFD in their office while 10% are still using desk
printers and scanner machines separately in their office, it is also been found that in case
of photocopy they prefer to take it from some local dealer near their office.
2) The most preferable MFD is Canon and HP with 35% each, Xerox and Ricoh
with 10% each and then others like Samsung and etc.
3) The average volume of print outs daily taken in an office is between 300 to 500
which is 41%, 10% has a volume between 500to 1000, while only 9% has a volume of
more than 1000. These are actually the potential customers for canon as they have more
& more load.
4) Most of the print outs taken in office are generally black & white, and only few
are colouring, which may be some important documents. One of the main reason behind
this is that the running cost of the colouring print out is very high as compared to black &
white print outs.
5) 62% responses shows that MFD are used for multipurpose, which means they use
it for print outs, photocopy, scanning and fax, whereas 16% use it only for photocopy and
14% use it only for scanning purpose.
6) About 57% of the response show that they have scanning between 200 to 400,
while in 15% cases it is more than 400. People have started scanning more rather than
taking print outs and thus the volume of scanning is expected to increase more. Canon
can target this type of offices as their scanning speed per minute is very high.
7) Photocopy taken in offices is almost equally distributed in volume and varies

from office to office. One of the main reason for this is that many of the offices take
photocopy from outside.(any nearby local photocopy shop). Canon can target these
offices, as many of them are not aware about the running cost that they can save on each
copy.
8) It was also found that many were still not aware about the maintenance plan of
the machine offered by canon, due to which running cost per copy gets decreased. Canon
should promote more about their maintenance plan, due to which the sales of machine
can increase.
9) 8% machines are newly purchased where as near about 18% machines are
finishing their life. The 54% machines are between 2 to 4 years old, it clearly shows that
after 2 to 3 years canon can definitely increase their market share, as well as searching to
new ones
10) 92% are satisfied with the machines they are using while 8% were not, the main
reason for these was tonner not changed on proper time due to which their work was
delayed and the paper gets stuck inside.
11) Most of them are satisfied with the machines they are using and would like to use
the same brand again in future. As all the dealers provide training for customers and they
are also satisfied with the service provided with service provided.
Recommendations
12) 41% Consumers are having a volume of more than 300 pages per day. These are
actually the potential customers for canon as they have more & more load.
13) . Consumers have started scanning more rather than taking print outs and thus the
volume of scanning is expected to increase more. Canon can target this type of offices as
their scanning speed per minute is very high.
14) Photocopy taken in offices is almost equally distributed in volume and varies
from office to office. Many offices take photocopy from outside. (any nearby local
photocopy shop). Canon can target these offices, as many of them are not aware about the
running cost that they can save on each copy.
15) 8% machines are newly purchased where as near about 18% machines are
finishing their life. The 54% machines are between 2 to 4 years old, it clearly shows that
after 2 to 3 years canon can definitely increase their market share, as well as searching to
new ones
Conclusion
It was found that many users were still not aware about the maintenance plan of the
machine offered by canon, due to which running cost per copy gets decreased. Canon
should promote more about their maintenance plan, due to which the sales of machine
can increase, and should keep on updating all the users with the new MFD models and
technology that it has come up with so that they prefer canon brand again while
repurchasing new machines
APPENDIX –A
1. Name of the company?
___________________
2. Name of the person?
___________________
3. Are you using any MFD in your office?
YES NO
4. If yes, then which one?
Canon
Hp
Xerox
Ricoh
Others
5. What is the model no. of the MFD which you are currently using in your
office?
___________________
6. What is the main purpose behind using MFD?
Only photocopy
Only scanning
Only printouts
Only scanning
All
7. What is the volume of print outs taken on Daily basis?
Less than 100

Between 100 to 300
Between 300 to 500
Between 500 to 1000
More than 1000
8. Are the print outs Black & white or colouring?
___________________
9. What is the volume of scanning done on Daily basis?
Less than 50
Between 50 to 200
Between 200 to 400
More than 400
10. What is the volume of photocopy taken on Daily basis?
Less than 100

Between 100 to 300
Between 300 to 500
Between 500 to 1000
More than 1000
11. What is the volume of Fax taken on Daily basis on this machine?
___________________
12. What is the strength of Employees in your office?
___________________
13. You are using this machine for last how many years?
Less than 6 months

6 months to 2 years
2 to 4 years
More than 4 years
14. Are you satisfied with your machine?
YES NO
15. If no, then what is the problem that you are facing?
___________________
16. Do you wish to buy another machine or change your old machine? If yes then
which brand would u prefer?
___________________
Thank You
References
http://www.canon.co.in/
http://www.canon.com/
http://www.bizaims.com

Final Project by Kaushik 88

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A STUDY OF CONSUMER BEHAVIOUR

TOWARDS MULTIFUNCTIONAL DEVICES

Compiled to the Mumbai University in the partial fulfillment of the

Under the guidance of

Prof. Simmi Prasad (Faculty – Marketing)

St Francis Institute of Management and Research

St Francis Institute of Management and Research, Mt. Poinsur,

Year: 2008 – 2010

I would like thank my project guide Mr. Gaurav Choudhary (Account

I would like to thank my college guide Mrs. Simmi Prasad (Faculty –

I would like to extend my sincere thanks to Dr. Thomas Mathew (Director-

Prof. Simmi Prasad

SR.NO PARTICULARS PAGE NO.

2 About company 7-9

6 Need for study 41

10 Findings and Interpretations 51- 52

11 Recommendations and Conclusion 53

A Short History of Canon

Canon India Pvt. Ltd.

Business Imaging Solutions

The Excellent Global Corporation Plan:

Few of the CANON SOLUTIONS

• 18 pages per minute for copy and print output

• Simple to use advanced copying functions

• Customizable output formats such as rotate, collate and group

• Optional Color Network Scan for advanced document distribution

• Compact and Space Saving

Copy and Print Capability

• Reserved Copy, ID card copy, Auto Magnification Selection, 4 to 1 Copy Image

• No need to purchase additional standalone printers, especially for the budget

• Copying and Printing at 600 x 600 dpi

New User Interface

Create Professional looking documents

• Double-sided printing or stapled reports available with optional accessories attached

Excellent Color Network Scanning with Canon’s Color Network ScanGear

• Optional with network card installed

Compact and Reliable with Small Footprint

• Suitably sized for busy office environments with limited space

• Easy to load bottle design, toner replenishment is quick and clean

Security Features in the Office workflow

• Manage user access rights with Department IDs

• Prevent information leakages and manage paper cost

Type Digital Multifunctional Imaging System

Developing System Single component dry toner projection development

Fixing System RAPID Fusing System

Copy Speed 18ppm (A4)

First Copy Time 7.9seconds or less

Warm Up Time 13seconds or less

Maximum Original Size A3

Maximum Copy Size A3

Minimum Copy Size A5

Resolution Reading 600 x 600dpi

Halftone 256 Gradations of Gray

Duplexing Optional Automatic Duplexing

Magnification 25 to 400 % (in 1% increment)

Standard Paper 250 sheets x 1

Bypass Tray: 80 sheets

Optional Paper 250 sheets x up to 3

Acceptable Paper Weight

Bypass 64 to 128 gsm

Multiple Copies 1 to 99 sheets

Dimensions (W x D x H) 622mm x 638mm x 580.4mm

Power Source 220V AC – 240V AC +/-10%, 50/60 Hz, 2.7A