One out of three consumers consider availability of good deals and experiencing latest specs as the prime reasons for buying a new handset in India, says an IDC study.
According to the International Data Corporation’s Consumer PuLSE research study on the smartphone consumer trends in India, one out of three consumers consider availability of good deals and experiencing latest specification or feature as the prime reasons for buying a new smartphone. This can be attributed to multiple sales events backed by high decibel marketing especially by e-tailers with attractive financing schemes helping drive affordability.
Word of mouth continues to be the most prominent source of influencing the consumer buying behavior for smartphones. This has been a key factor for success of brands like Xiaomi, OnePlus with their unique go to market approach and spreading the word of mouth augmented by dedicated fan-based community. Brand trust is the highest influencing factor for two third of Xiaomi consumers, followed by value for money proposition and availability of latest specifications.
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