Psychographic Profiling of Indian Young Adult Consumers of Smartphone - VALS Approach

Document Type : Research Paper


1 School of Business, Alliance University, Bangalore, Karnataka, India

2 Business Development, Coimbatore, TamilNadu, India


The current youth market is characterized as tech-savvy, variety seekers who has been active in using digital technology in unprecedented ways. The market segment defined here comprises of youth adults between the ages 20 to 30, who are more comfortable with purchasing the smartphones than previous generation. There is fierce competition in smartphone market, due to the large selection of devices from a wide range of brands.Thus it is of significant interest to understand the consumer behavior on buying a smart phone.Smartphones are considered to be a lifestyle device than a necessity. This study strives to evaluate snapshot of the differences and similarities among the Smartphone consumers in the given sample of population, and offers a glimpse of the early demographic and behavior trends associated
 with new smart phone devices in the Indian markets. This study profiles the consumers into eight segments based on Values and Lifestyle (VALS) model. It is evident from this research that consumers’ brand preferences vary according to their lifestyle segment. The insights from the report provide a better understanding of both the challenges and opportunities that exist as the mobile landscape continues to evolve.