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The top five brands competing in this booming industry are DeLonghi, Jura, Krups, Saeco and Sunbeam.
Further investigations revealed that people made decisions on which brand of machine to buy based on personal information cues, where price was not often the motivator for qualified buyers to purchase. Most of the consumers interviewed and surveyed, identified underpinning brand awareness and perceived product knowledge of the espresso machines. They were observed to be motivated to buy, and willing to seek out quality, value and service from either previous experience or the perception of what a “good” cup of coffee meant to them...
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