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This Brand Is Going To Give Competition To Brands Like Apple, Samsung In India

Consumers repose trust and desirability on smartphones based on their previous association with a brand, or on their affinity based on brand visibility

As per the latest Mobile Industry Consumer Insight (MICI) Survey, conducted by CyberMedia Research, while Indian smartphone market is continued to be dominated by brands like Apple and Samsung. However, interestingly brands like OnePlus are slowly catching the attention of the consumers.

According to Prabhu Ram, Head – Industry Intelligence Group, CMR, “As per the latest CMR MICI Survey findings, one interesting trend that stands out is that while Apple and Samsung dominate, a brand like OnePlus is securing a healthy mindshare amongst Indian smartphone consumers.”

“The MICI survey findings indicate that OnePlus is scoring high on various parameters, commanding a very high loyalty amongst its users, emerging as a highly recommended brand with a high resale value,” added Ram.

The preferred smartphone brand for future purchase continues to be Apple. Amongst Apple users, the MICI survey findings reaffirm that current Apple users have the maximum brand loyalty.

As per the MICI findings, Chinese smartphone manufacturer OnePlus is ranked first with customers regarding it as the “highest recommended brand”.

However, when it comes to trust and desirability, HTC ranks first, followed by OnePlus at second position.

Consumers repose trust and desirability on smartphones based on their previous association with a brand, or on their affinity based on brand visibility.

OnePlus is ranking in a lot of parameters, as per the survey. When it comes to “resale value”, OnePlus brand scores the highest, ranking first, amongst consumers.

Amongst OnePlus customers, the brand has got the highest satisfaction scores in terms of quality of the phone (100 per cent), availability of spare parts (96 per cent), and speed of problem resolution (90 per cent).

The premium smartphone segment comprises of three distinct types of customers – Explorers (34 per cent), Followers (24 per cent), and Passive viewers (42 per cent).

The survey also mentioned about top five factors considered while selecting any smartphone brand - Latest OS (89 per cent), RAM (85 per cent), Battery life (80 per cent), Networking Technology (77 per cent), and Camera Quality (75 per cent).

“The smartphone has moved beyond being a simple communication tool, and is perceived by consumers as a natural extension of their lifestyle. Today’s pioneers, followers and even passive viewers, go beyond product reviews and deliberations around not just product features, but consider the smartphone connect with the lifestyle, akin to a lifestyle category product,” Prabhu added.


Tags assigned to this article:
apple samsung oneplus Indian smartphone industry

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