In the mobile handsets market dominated by a near 100 per cent 'Total Awareness' of multinational brands Nokia and Samsung, Indian consumers lapped up mobile phones with advanced features at affordable prices from new and emerging brands, reveals a Mobile Handsets Usage And Satisfaction Study 2011 of over 4,425 respondents conducted by CyberMedia Research (CMR).
Easy availability and a promise of efficient after-sales support became the other key motivators for end users to show increasing preference for new and emerging brands.
The India mobile handsets market has witnessed a huge influx of mobile handset brands during 2009 and 2010, which saw launches by a number of emerging mobile handset players for the mass market as well as niche segments in both urban and rural areas.
At last count, well over 200 mobile handset brands were available at retail outlets across the country, according to CMR. New and emerging brands provide attractive features like QWERTY keypads, MP3 players, long battery back up, dual or triple SIM card slots, add-on memory card slots, elegant looks, style and finish at competitive prices, thus giving established brands a run for their money.
It's all about 'value for money'
There has been a paradigm shift in the mobile handsets market with a strong uptake in shipments of 'value for money', competitively priced models by a large proportion of Indian consumers. Traditionally, India has been a price sensitive market, and CMR's research has reinforced this trend for mobile handsets.
Nokia leads brand recall but...
Nokia captures the lion's share of Indian consumers’ mindspace with a 56 per cent top-of-mind recall (TOM), followed by Samsung and LG. However, in terms of 'total awareness' emerging handset brands are close on the heels of global brands.
While Nokia remained as the most well recognized brand in terms of 'total awareness', emerging Indian brands like Micromax and Spice have managed to attract a large following.
The bouquet of feature phones and smartphones at affordable prices launched by these emerging vendors led to customer satisfaction and delight for the Indian consumers while giving their more established global counterparts a run for their money.
Indian buyers not just 'brand loyal'
According to Anirban Banerjee, associate vice president, Research and Consulting, CMR India, “Emerging mobile handset players with their highly innovative features have been able to influence the buying decision for first time buyers, especially the youth and blue collar executives.”
According to him, this translates to a higher conversion of 'perceptual loyalty' into 'eventual loyalty' for new and emerging players vis-à-vis the established global vendors.
“Indian handset buyers are increasingly more feature conscious, applications aware and value conscious, rather than being plain 'brand loyal' in the traditional sense of the term,” added Anirban.
Easy availability and a promise of efficient after-sales support became the other key motivators for end users to show increasing preference for new and emerging brands.
The India mobile handsets market has witnessed a huge influx of mobile handset brands during 2009 and 2010, which saw launches by a number of emerging mobile handset players for the mass market as well as niche segments in both urban and rural areas.
At last count, well over 200 mobile handset brands were available at retail outlets across the country, according to CMR. New and emerging brands provide attractive features like QWERTY keypads, MP3 players, long battery back up, dual or triple SIM card slots, add-on memory card slots, elegant looks, style and finish at competitive prices, thus giving established brands a run for their money.
It's all about 'value for money'
There has been a paradigm shift in the mobile handsets market with a strong uptake in shipments of 'value for money', competitively priced models by a large proportion of Indian consumers. Traditionally, India has been a price sensitive market, and CMR's research has reinforced this trend for mobile handsets.
Nokia leads brand recall but...
Nokia captures the lion's share of Indian consumers’ mindspace with a 56 per cent top-of-mind recall (TOM), followed by Samsung and LG. However, in terms of 'total awareness' emerging handset brands are close on the heels of global brands.
While Nokia remained as the most well recognized brand in terms of 'total awareness', emerging Indian brands like Micromax and Spice have managed to attract a large following.
The bouquet of feature phones and smartphones at affordable prices launched by these emerging vendors led to customer satisfaction and delight for the Indian consumers while giving their more established global counterparts a run for their money.
Indian buyers not just 'brand loyal'
According to Anirban Banerjee, associate vice president, Research and Consulting, CMR India, “Emerging mobile handset players with their highly innovative features have been able to influence the buying decision for first time buyers, especially the youth and blue collar executives.”
According to him, this translates to a higher conversion of 'perceptual loyalty' into 'eventual loyalty' for new and emerging players vis-à-vis the established global vendors.
“Indian handset buyers are increasingly more feature conscious, applications aware and value conscious, rather than being plain 'brand loyal' in the traditional sense of the term,” added Anirban.
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