NEW DELHI: Itel, a Transsion Group company, scores the highest (42%) in terms of brand trust, followed by Samsung (39%), and Xiaomi (37%) in the sub-Rs 7,000 segment as brand trust is a key determinant for smartphone loyalty in Aspirational India, according to the CMR Insights on the Go Survey.

Itel, according to the findings, scores the highest in trust quotient of account of factors such asproduct quality (42%), affordability (44%), trendy technology (42%), Localized and Innovative Marketing Approach (42%), amongst others.

The Chinese smartphone maker also leads the sub-Rs 7,000 segment on account of its leadership in the sub-Rs 5,000 segment, the report said.

Itel rules the sub-Rs 5,000 smartphone segment with 26% of respondents using a smartphone by the brand currently while 42% of users are going to consider an Itel smartphone in their next purchase.

“Consumers in Tier-II and Tier-III cities of India seek the latest trendy specs at the right price-points. Smartphone brands that are able to understand the consumer pulse and are able to deliver the latest innovations for value-conscious buyers, win big,” said Satya Mohanty, Head- Industry Consulting Group (ICG), CMR.

In terms of brand advocacy too, Itel has the highest Net Promoter Score (NPS) of 52%, followed by Samsung (48%) and Xiaomi (45%).

“Itel’s leadership can be attributed to its strong understanding of Aspirational India, its robust product portfolio, focus on innovative and localized marketing approach backed with reliable after-sales,” according to Shipra Sinha, Analyst- Industry Intelligence Group (IIG), CMR.

The CMR survey covered 2,123 smartphone users, across 11 tier-2 and tier-3 cities, including Guwahati, Nashik, Siliguri, amongst others. In tier-2 and tier-3 cities, 41% of those surveyed purchased smartphones online, whereas a significant 51% bought the phone at the local store.

While comparing advocacy, the Net Promoter Score (NPS) of Samsung is the highest (52%) followed by Itel (49%) and Xiaomi (49%).

City wise, Samsung is the most considered choice for an upgrade in cities such as Varanasi (51%), Ludhiana (49%) and Surat (48%), and Guwahati (45%)

Similarly, Xiaomi is mostly considered by consumers in Madurai (48%), Kanpur (46%) and Faridabad (45%) while Itel is mostly considered in Siliguri (46%), Nashik (44%), Jabalpur (44%), and Jodhpur (43%).





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