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Journal of Management Research and Analysis

An empirical analysis of consumers' perception about smartphones in India

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Author Details: Dinesh Jaisinghani

Volume : 4

Issue : 2

Online ISSN : 2394-2770

Print ISSN : 2394-2762

Article First Page : 63

Article End Page : 68


The main objective of the current study is to analyze the perception of Indian consumers about smartphones. A questionnaire was designed and circulated, both offline and online, in order to obtain the responses of the customers. A final sample size of 325 responses was obtained. The data collected has been analyzed by deploying the technique of factor analysis. The results reveal that there are four most important factors that are relevant in shaping the perception of Indian customers towards smartphones. These factors include aesthetic appeal, add-ons, economy and eliteness. Thus, marketers of smartphones in India should focus on these factors. Further, managerial implications and study limitations have also been presented.

Smartphones, Indian Customers, Factor Analysis, Emerging Economy