Excavating Important Attributes and Brands Alluring Prospects to Buy Smartphone

A radical shift has been witnessed in consumer buying behavior worldwide due to the outbreak of COVID-19. With the increasing demand for smartphones across the globe, there is a need for marketers to identify the taste and preferences of the prospects. In this study, we have made an effort to understand prospects’ views on the attributes of smartphones. An attempt has been made to understand the desirable combinations in the light of reputed brands the prospects are seeking before making a commitment. We even tried to rank different brands using the Multi-Attribute Decision Making (MADM) technique to help the marketers for framing marketing strategies to compete in this volatile market.