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itel emerges as most popular brand in sub-Rs 7K smartphone segment: CMR
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SME Times News Bureau | 12 Oct, 2021
Over the course of the pandemic, the smartphone (in the sub-Rs-7,000
segment) has been a key enabler of human lives in India, as per new
survey findings from CyberMedia Research (CMR).
In the pandemic
year, Indians spend over 522 hours on online education, and over 738
hours on infotainment on their smartphones. In the sub-Rs 7,000
smartphone segment, consumers seek the best-in-class specs, and value
for money offerings. itel has made rapid gains in the India smartphone
market and is now a clear leader, said the ‘CMR Insights on the go'
survey.
itel leads the competition in this smartphone segment,
in terms of current brand satisfaction, advocacy and future
consideration. itel users are most satisfied with its product quality,
price and value for money. itel has the highest NPS (60 per cent)
followed by realme (58 per cent) and Xiaomi (54 per cent).
"We
are happy to know that itel has been able to build the highest brand
consideration in the Rs 7,000 segment from our discerning consumer base.
In the new world order where smartphones have become a necessity, our
singular objective of democratizing technology for the masses is
empowering new India to seamlessly continue with their daily lives in a
true sense. Consumers have shown strong affinity towards itel
consistently and this has led to us being recommended within their
friends and family, which is our true strength," Arijeet Talapatra, CEO,
TRANSSION India said in a statement.
According to Talapatra,
this vision and continued focus on product innovation, in-depth consumer
understanding, our localized market connect interventions and
programmes are the key pillars behind itel's success story in India.
"To
make smartphones accessible and affordable, in the recent past, itel
has collaborated to offer technologically advanced smartphones bundled
with Jio service offerings to empower the value-seeking consumer
segment. itel in this year launched itel A23 Pro and reloaded itel A48
smartphones to bridge the digital divide by making devices accessible at
an ultra-affordable proposition. Multiple partnered devices are being
launched, tailored to offer a portfolio across segments which will
further enable accelerated migration of consumers towards a true Digital
India vision," Talapatra added.
itel (98 per cent), realme (96
per cent) and Xiaomi (96 per cent) consumers are the most satisfied with
their smartphones. City-wise, itel has got 100 per cent satisfaction in
Bengaluru, Chandigarh and Guwahati. realme has got 100 per cent
satisfaction in Delhi, Kolkata and Jaipur. Xiaomi has got 100 per cent
satisfaction in Lucknow, Bhubaneswar and Indore.
"Over the course
of the pandemic, the smartphone has been a key conduit for enabling
human lives. Whether it be online education, digital payments, or
consuming infotainment, the smartphone has enabled consumers across
Urban and Aspirational (Tier-III cities and beyond)," said Prabhu Ram,
Head- Industry Intelligence Group (IIG), CMR. "For the
value-conscious buyers in the sub-Rs 7,000 smartphone segment,
smartphone brands, such as itel, have consistently focused on bringing
increasingly accessible and affordable smartphones, packed with the
best-in-class trendy innovations, that enable the consumers to connect
with India's growing digital economy," Ram added.
In brand
advocacy, Net Promoter Score (NPS) of itel is the highest (60 per cent)
followed by realme (58 per cent) and Xiaomi (54 per cent). City wise,
itel scores highest in Bengaluru (78 per cent), Chandigarh (75 per cent)
and Jaipur (68 per cent) whereas realme scores highest in Delhi (76 per
cent) and Chennai (72 per cent).
In terms of future smartphone
brand consideration amongst consumers, itel is the most considered
choice (59 per cent), followed by Samsung (50 per cent) for future
purchase. City wise, itel is the most considered choice for upgrade in
Guwahati (82 per cent), Chennai (79 per cent) and Jaipur (75 per cent).
Similarly, Samsung is the most considered choice for upgrade in cities
such as Delhi (83 per cent), Bangalore (78 per cent) and Lucknow (70 per
cent)
In Brand Imagery category Samsung wins for ease of
availability, product quality, and good after-sales service. Consumers
associate itel with trendy technology, sleek design, good quality at
affordable prices. realme scores with consumers for its design
aesthetics, product quality and high repeat purchase.
According
to Satya Sundar Mohanty, Head- Industry Consulting Group (ICG), CMR,
"For consumers in the sub-Rs 7,000 smartphone segment, the top three key
considerations for smartphones include accessibility, affordability and
availability. They trust smartphone brands that offer durable devices,
focus on trendy smartphone specs, and deliver on reliable after-sales.
Brands, such as itel, that are able to deliver on these fronts are the
real winners with the highest net-promoter score in the price segment."
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