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%).