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Methodology
A comprehensive understanding of distinct consumer segments, based on behavioral and attitudinal differences, is essential for developing targeted and effective strategies. Analyzing key smartphone purchase drivers, including brand perception, pricing considerations, and feature preferences, enables precise market positioning and competitive differentiation. Furthermore, identifying user behavior patterns and common pain points provides critical insights for product enhancement and service optimization. Addressing these factors ensures that product development and marketing strategies align seamlessly with consumer expectations. By leveraging these insights, brands can strengthen customer engagement, drive informed purchase decisions, and foster long-term loyalty in a highly competitive market.
Challenges
The qualitative in-depth interviews (IDIs) were conducted with 20 Itel and Tecno consumers to verify brand usage and ensure segmentation alignment. Participants were selected based on screening criteria, including purchase recency, price range, and demographic profile, to ensure a representative sample. The discussion guide explored key aspects such as consumer lifestyle, brand perception, and the overall purchase journey. Additionally, insights were gathered on smartphone usage patterns, user preferences, and behavioral tendencies. These findings provide a deeper understanding of consumer needs, enabling more targeted marketing and product positioning strategies.
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Methodology
Current users primarily prioritize affordability, whereas ideal consumers are inclined toward advanced features and superior performance. Purchase decisions are significantly influenced by price sensitivity, peer recommendations, and the offline retail experience, highlighting the importance of competitive pricing and strong word-of-mouth marketing. Consumers heavily rely on their smartphones for social media engagement, entertainment consumption, and camera functionality, making these key considerations in brand perception. However, common pain points such as software lag and limited storage capacity impact overall user satisfaction. While Itel is perceived as an entry-level brand catering to budget-conscious consumers, Tecno is recognized as a more feature-rich alternative within the budget segment, offering enhanced value for money.
Results
To enhance brand awareness, the positioning strategy should emphasize innovation while retaining affordability to appeal to a broad consumer base. Addressing key user concerns, such as product performance and storage capacity, will improve overall satisfaction and brand perception. Strengthening both retail and digital strategies through in-store promotions and interactive digital engagement tools can drive higher visibility and consumer interest. Additionally, tailored communication should be implemented—highlighting affordability and reliability for existing budget-conscious users while showcasing advanced features and innovation to attract ideal consumers seeking enhanced functionality.
