A Study on The Various Factors Which Affect or Influence The Consumer Perception Towards Premium Smartphones in Pune Region

The increasing trend in the premium smartphone segment among people is one of the main reasons that has developed the interest to research on this topic. The main objective of the study is to find out that what makes a consumer choose a premium smartphone brand over others and why. The smartphone industry is ever-evolving, brands now have to keep innovating something new in order to sustain themselves in the market. Consumers look for various things before purchasing a premium smartphone, the criteria could be photography, gaming, entertainment, operating system, build quality, for work and the most important brand name and image. Nowadays customers are willing to pay heavy prices for premium smartphones. Social factors such as family, friends, online ads social media and personal factors such as age, occupation, personality and lifestyle could affect the buying behavior of a customer.