Price vs. Quality: What Potential Smartphone Buyers Consider

Several factors are considered by Indonesians, primarily prospective buyers, before choosing a cellphone brand.

A Kurious survey from the Katadata Insight Center (KIC) shows that the main factor considered is the affordable price of the cellphone. This factor accounts for 65.8% of total respondents.

Second is cellphone performance, chosen by 51.1% of respondents. Third is good camera quality, chosen by 40.9% of respondents.

These top three factors are, according to Kurious, the most considered by the public.

"Some reasons respondents consider when choosing a cellphone are its affordable price, high performance, and good camera quality," Kurious wrote in its report.

Brand reputation is also a factor chosen by respondents in fourth position, with a proportion of 39.5%. Fifth is better image quality compared to other brands, at 31.3% of respondents.

(Also read: Almost Half of Toddlers Already Use Cellphones and Access the Internet in 2022)

Of 885 respondents, 875 were involved in this survey on factors influencing cellphone brand choice. Data was collected using the Computer Assisted Web Interviewing (CAWI) method from February 28 to March 9, 2023.

The margin of error is approximately 3.29% with a 95% confidence level. The research results were published on Monday (March 13, 2023).

The following are the proportions of factors in choosing a cellphone brand (2023):

* Affordable price: 65.8% of total respondents
* High performance: 51.5%
* Camera quality: 40.9%
* Brand reputation: 39.5%
* Image quality: 31.3%
* Large battery and fast charging: 30.7%
* Widely used product: 29.1%
* Design and model: 28.6%
* Ease of access to service centers: 26.9%
* Promotions: 21.7%
* Sound quality: 21.1%
* Software updates: 21.1%
* After-sales service: 19.1%
* Other: 4.2%

(Also read: A Series of the Most Frequently Used Cellphone Brands in Indonesia – Is Yours Among Them?)