Brand Preference for Smartphones-Reference-Cited by-同舟云学术

Brand Preference for Smartphones

Published:2022-06-24 Issue: Volume: Page:17-33
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
language:
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Author:

Tandon Dinesh¹,Sood Deepak¹^ORCID,Sood Prerna²

Affiliation:

1. Chitkara University, India

2. Punjab Agricultural University, Ludhiana, India

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.

Publisher

IGI Global

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