Monday, September 26, 2022
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Understanding Changing Consumer Behavior Toward Gadget Brands

The pandemic has caused a huge number of changes in consumer behavior, leading to the emergence of gadget brands. So how do these brands build awareness with digitally savvy shoppers? At the 30 Under 30 Pitch Marketing Summit hosted by e4m on Monday, a panel of industry leaders discussed the importance of gadget brands and where they fit in today’s tech world.

While the discussion was moderated by Nitin Mathur, Co-Founder and COO of 91mobiles, other panelists included Nipun Marya, CEO of iQOO India; Sanjay Chitkara, Senior Vice President, LG Electronics, and Anuj Siddharth, Deputy Director – Marketing and Communications, MediaTek India.

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Explaining the shift to digital during the pandemic, Marya said, “We have seen different waves of the pandemic. Of course, there was a wave where people were really afraid to go offline, and as a result, they turned to online. Now, especially when it comes to cellphone buying behavior, I think we’re more or less back to where we were before the pandemic. I think people are still going to stores, but buying online. So just like before because there was a healthy mix of online and offline, I think the same trend is more or less continuing now as well.

“People didn’t know how much they could really do with their phones. Now they can see that mobile gaming is definitely going to another level, there is an increase in OTT. You also see a change in people’s behavior. Some of the recent movie releases also indicate this. I think there are changes, less on the shopping front and more on how people’s entertainment behavior has changed,” added Marya.

Sanjay Chitkara talked about celebrity endorsements and campaigns as some of the marketing strategies LG uses to stay in touch with its customers.

Further in the discussion, Anuj Siddharth talked about the changing behavior of consumers and the evolution of their demands when choosing a technology product. “The omnichannel strategy is really important today. Consumers are increasingly aware. We need to leverage them in all strategies and create visibility and validation on the products they use. It is becoming urgent today for the end consumer to understand the phone or any other gadget they are using and what type of technology is holding them back.

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