New Delhi, Oct 4 (IANS): The Rs 7,000-Rs 20,000 value for money smartphone price segment is the most hyper-competitive smartphone segment in India. Consumers in this smartphone price segment seek to be seen with the latest smartphones and Redmi leads the competition in terms of overall product quality, a new survey revealed on Monday.

As per the new CyberMedia Research (CMR) Insights On the Go Survey, the major drivers of sustained smartphone brand loyalty are sleek and stylish smartphone design (48 per cent), extended warranty (46 per cent) and more attractive discounts from the current brand (42 per cent). Amongst consumers, a key attribute for sustained smartphone loyalty is product quality.

"Smartphone brands that are consistently able to deliver enduring value for consumers, including on intangible brand drivers, such as brand trust and reliability, have an edge over other brands. Specifically, product quality plays a pivotal role in consumer brand loyalty, and this is where smartphone brands, such as redmi, have done well," Prabhu Ram, Head- Industry Intelligence Group (IIG), CyberMedia Research (CMR) said in a statement.

In terms of product quality Redmi scored 91 out of 100 followed by Samsung (89 out of 100) top the list.

In consumer satisfaction, Samsung and Redmi lead in terms of overall satisfaction. Meanwhile, OnePlus and realme are placed joint third in terms of their consumer satisfaction

"While smartphone brands are bringing the best design aesthetics and product specs to their offerings, our study provides us with compelling insights on what smartphone brands need to do, to complement overall product design and quality, and get overall brand experience right," Satya Sundar Mohanty, Head- Industry Consulting Group (ICG), CyberMedia Research (CMR) added.