Realme, Samsung top consumer choices in Rs 20K-Rs 30K segment

Gurugram:  Brands like Realme and Samsung have topped the consumers’ preferences in the most competitive Rs 20,000-Rs 30,000 price segment in India, a new report said on Monday.

The top three drivers for consumer satisfaction in the above-mentioned price segment include smartphone camera (86 percent), performance (81 percent) and battery life (77 percent).

According to a CMR ‘Insights On the Go Survey’, consumers in this price segment seek the best specs and highest quality.

They seek to invest in the future by getting 5G capable phones (72 percent), with enhanced capabilities for camera (66 percent), and wireless charging (61 percent).

Realme scored the highest (79 out of 100) followed by Samsung (77 out of 100) among current smartphone users in the segment.

Among the smartphone users in Rs 15,000-Rs 20,000 seeking to upgrade,
Realme is the most preferred brand (18 percent) followed by Samsung (16 percent).

Realme X3 and Samsung Galaxy A51 emerged as the most popular devices in their respective price segments.

“In the Rs 20,000-Rs 30,000 price segment, smartphone brand loyalty is not absolute. Consumers seek best-in-class capabilities across the board,” said Amit Sharma, Manager- Industry Intelligence Group (IIG), CMR.

“Samsung’s horizontal play across price points makes it a key consideration for consumers. Realme consumers are most satisfied, and the brand scores among youth for its design aesthetics and performance,” Sharma added.

Samsung consumers rate the brand high for its value for money (76 percent) and performance (82 percent). Prior to selecting Samsung, consumers explored OPPO (41 percent) and Xiaomi (35 percent).

“Realme has the maximum net promoter score (48 percent) followed by OnePlus (45 percent) and Samsung (43 percent).

“This translates into the fact that Realme users are not only
most satisfied, but they tend to be more stronger advocates of the brand among peers, friends and family,” the findings showed.

Vivo users are satisfied with their camera (87 percent), battery life (72 percent) and features (72 percent).

Vivo users explored Samsung (47 percent) and OPPO (38 percent), prior to purchasing a Vivo device.

“The pandemic reinforced the importance of the smartphone as a key driver for consumer lives. Our results point that consumers seek to future-proof themselves with 5G ready phones,” said Sugandha Srivastava, Manager- Industry Consulting Group (ICG), CMR.


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