Canon U.S.A., Inc is a leader in professional business and consumer imaging equipment and information systems. Product line and digital solutions enable businesses and consumers worldwide to capture, store, and distribute information. Canon products include full-color as well as black-and-white copiers, printers, micrographics and image filing systems, facsimile machines, calculators, cameras and lenses, camcorders, semiconductor, broadcast and optical equipment, flatbed scanners, and other specialized industrial products. Canon U.S.A., Inc. employs more than 12,000 people at more than 30 facilities throughout North, Central and South America and the Caribbean. The product that I choose in particular is Desktop photo printers which are the last year increase 40% in sales worldwide. Canon currently has a 29% of the current market for desktop photo printer having its closer competitors as HP, Epson, Lexmark, and others. The price elasticity for desktop photo printers is elastic because of the many substitutes (competitors), and the relation of price influences in the purchase decision. An example of relative price is the 1995 attempt to introduce a desktop printer with a more permanent ink pigment increasing the longevity of photos but also increasing price proving that the increase in price decrease sales and the demand for home printing. Today perhaps substitutes will influence more then relative price because of the increase in high-tech generation 2 digital cameras and the increase in personal computer use. of relative price is the 1995 attempt to introduce a desktop printer with a more permanent ink pigment increasing the longevity of photos but also increasing price proving that the increase in price decrease sales and the demand for home printing. Today perhaps substitutes will influence more then relative price because of the increase in high-tech generation 2 digital cameras and the increase in personal computer use.