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Brand Preference for Smartphones: A Case Study of North India

Brand Preference for Smartphones: A Case Study of North India

Dinesh Tandon (Chitkara University, India), Deepak Sood (Chitkara University, India), and Prerna Sood (Punjab Agricultural University, Ludhiana, India)
Copyright: © 2022 |Pages: 17
DOI: 10.4018/978-1-6684-6133-4.ch003
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Abstract

Turning luxury into a necessity is no longer a surprise. A simple cell phone with buttons in the nineties was an affordable luxury as part of the human premium. Today, a smartphone with a touch screen is a necessity for many people. The framework of preferences is set in the customer's mind to choose a product or service that offers a variety in it. The National Capital Region is an urban region, and according to the Press Trust of India, annual GDP is more than three times the national average. Moreover, 65% of the total retail revenue is generated by North India, and 50% of it comes from NCR. This study examines the outstanding and sought-after features of a smartphone and identifies the smartphones as a necessity for North Indian customers where product selection does not depend on age or income but rather many other factors.
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Literature Review

Cecere et al. (2014) raised concerns that technological change and the proliferation of new products have revolutionized the smartphone industry. It is noteworthy that the number of companies competing in this category will decrease over time as only the best performers in this competition can survive.

Vinod and Pandurangarao (2014) in their study concluded that more than 82% of respondents were pre-paid connectors and were satisfied with the mobile phone and its services. Based on the analysis it can be interpreted that more than half of the respondents i.e., 50.94 percent agreed that cell phones are the cheapest way to communicate. Also, they found that the key conclusion from a consumer behavior perspective was that Samsung took first place in the market with 33.05% share, while Nokia ranked second, others (HTC, Hawaii, Apple, etc.,) for the third time and so on.

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