Labels don't matter, the kit buyers reveal

by Paul Howard

A survey into the behaviour of those involved in the purchase of second-hand kit has revealed that brand is less important to prospective purchasers than price and condition.

Commissioned by internet-based marketplace Mascus, the independent survey revealed that two-thirds of those questioned would base their decision on the price and condition of a machine, whereas only 30% considered the brand of prime importance.

This brand disloyalty stemmed from purchasers of second-hand kit seeking the best machine available within a fixed budget, rather than deferring to a brand's reputation.

The survey also revealed the differences in purchasing behaviour in different countries, and varying approaches to the internet as a marketing tool.

In spite of figures from OfTel revealing around two-thirds of UK small companies - those most likely to buy second-hand kit - have internet access, just under half of respondents used the internet on a daily or weekly basis, whereas the figure reached 68% in Sweden and 62% in Finland.

In these countries, respondents purchased second-hand kit more frequently, were more likely to have bought from abroad (27% and 20% as compared with 7% in the UK), and the internet was more likely to have been a source of information regarding the purchase.

"The internet is here, we've just got to catch up in the way we take advantage of it," said Mascus UK country manager John O'Leary.