Consumer Preference Towards Smartphone Brands, with Special Reference to Android Operating System

With the widespread innovations in the communication technology, people are shifting from their basic phones to the smartphone technology. Nowadays, many manufacturers are tapping this potential market which has created a lot of choice availability for the customers. This paper focuses on the consumer preference towards smartphone brands. One of the major factors for selecting a smartphone is the Operating System (OS). Android, after its introduction, has captured more than half of the market share of the OS market which earlier was held by Symbian, iOS and Blackberry. Therefore, android is being taken as a special reference for knowing the smartphone brand. This paper studies the consumer preference towards various OS and preference towards a smartphone brand with android as its OS. A quantitative study on 300 respondents was carried out in Ludhiana region. The collected data was analyzed with descriptive statistics, Chi-Square, Friedman test and Kendall's W-test. The study found that android and iOS are the most preferred OS, while Samsung is the highest preferred brand to be selected for an android platform. The price, screen size and RAM size are the most important attributes while choosing the smartphone brand