Year: 2025
Type: article
Study design: Observational Study
Abstract: Due to aggressive price strategies, quick technical improvements, and changing consumerexpectations, the Android mobile market has grown significantly in recent years. Withanemphasis on the major variables impacting purchase decisions and user experiences aftermaking a purchase, this study attempts to examine customer preferences and satisfactionlevels in the Android smartphone market. Consumer surveys, case studies of top Androidbrands, and an examination of the body of existing research were used to gather data for thestudy. Price, camera quality, battery life, design, and brand reputation are the main elementsinfluencing consumer preferences, according to the data, with cost being especiallysignificant in the mid-range and budget segments. he analysis also highlights that whileconsumers generally express satisfaction with hardware performance, dissatisfactionoftenarises from inconsistent software updates, unreliable after-sales service, and long-termdeviceperformance issues. Furthermore, brand loyalty in the Android market remains relativelyweak, as a majority of consumers are willing to switch brands for better valueandperformance. This study provides valuable insights for smartphone manufacturers andmarketers, emphasizing the need for a holistic approach that combines cutting-edgetechnology, competitive pricing, and improved customer service to enhance satisfactionandbuild stronger brand loyalty.
Authors: G. Barath Kumar, Arul Mary Rexy V, Shruthilaya S, Prabakaran S
Institution: Saveetha University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4410238227