- Among the top three brands under INR 8,000 (roughly under US$100) in terms of ownership, itel users recommend their brand the most when it comes to value for money, ease of use and trust in the brand.
- Similarly, itel users lead when it comes to ranking the current cell phone brand as the preferred brand for their next purchase in terms of brand trust, customer service, longevity, and localized marketing communications.
- More than half of the current itel mobile phone users had itel as their first mobile phone.
- itel users are also the least dissatisfied with their current mobile phones compared to other top brands in the segment under INR 8,000 (roughly under $100).
London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – December 19, 2022
itel by TRANSSION Holdings has become a preferred brand in the under INR 8,000 range (about under $100) segment in India by reporting the highest proportion of repeat users among first-time mobile phone buyers in this segment, according to a recent consumer survey conducted by Counterpoint Research. Up to 55% of respondents who started their mobile ownership journey with itel have bought the brand’s device again. Itel is followed by Samsung and Lava.
Among the top 3 brands in the segment below INR 8,000 in terms of current mobile phone ownership, itel users showed the lowest level of dissatisfaction (<1%) with their current mobile phones. Also, users ranked itel as their next preferred brand in terms of brand trust, pricing, after-sales services, looks, and durability parameters. Based on the overall experience, 76% of current itel users would recommend the brand. However, in terms of current cell phone ownership, itel ranked third in the under INR 8,000 segment.
The offline consumer study was conducted in 23 cities in India and mainly covered Tier 2 and Tier 3 cities as well as Tier 1 cities from all zones. The focus of the study was on the understanding of past and current mobile phones, including brand awareness, brand preference and brand sentiment, by users of feature phones and entry-level smartphones priced below INR 8,000.
Top 5 factors for consumers who choose itel as their current mobile phone brand
Source: India Mobile Phone Consumer Study in Sub-INR 8,000 Price Segment, November 2022
Counterpoint Research Analyst Arushi Chawla said: “The sub-INR 8,000 price segment is an important category, with over 370 million users relying on feature phones and entry-level smartphones in this segment. This is also the segment where most first-time mobile phone users start their digital journey. Users in this price segment need support from mobile phone brands in terms of value for money, features and reliability. itel is one of the top players here and is present in both the feature phone and entry-level smartphone segment. Users have chosen itel because of their trust in the brand, ease of availability and affordability, and this has been reflected in the brand’s efforts over the past few years to serve the user base in the sub-INR 8,000 segment. itel is also clearly playing a crucial role in driving digital advancement in India by being a preferred brand for consumers migrating from 2G to 4G.”
Top 5 factors for consumers would choose itel as their next mobile brand
Source: India Mobile Phone Consumer Study in Sub-INR 8,000 Price Segment, November 2022
Chawla added, “Unlike other segments, consumers in the below INR 8,000 segment rely primarily on offline sources of information, especially word of mouth, to make their mobile phone purchase. Among users who prefer itel for their next purchase, most (65%) rely on word of mouth from friends and family. With the lowest number of dissatisfied users and strong recommendations from current users, itel is the preferred brand in terms of recommendations from friends and family. This gives itel solid momentum in terms of growth and presence.”
methodology
The study was conducted in India using offline face-to-face interviews with a diverse group of mobile users priced under INR 8,000 (approximately under $100). With a total sample size of 1,575, responses were collected using the quota sampling method to better represent the universe according to the smartphone brand’s current market share. We expect the results to have a statistical accuracy of +/- 4%.
This survey was commissioned to better understand the brand’s presence in the Indian mobile phone market below INR 8,000 (approximately under $100).
background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (Technology, Media and Telecom) industry. It serves large technology and finance companies with a mix of monthly reports, custom projects and in-depth analysis of the wireless and technology markets. Its key analysts are experienced experts in the high-tech industry.
Analyst Contacts
Tarun Pathak
Arushi Chawla
counterpoint research
