Masstige Value of Smartphone Brands: Impact on Egoistic Value Orientation of Indian Consumers

Abstract

The study examines two smartphone brands (Apple and Samsung) in order to determine their masstige value in the Indian market. Our research also looks into consumer's egoistic value orientation in relation to purchase of masstige brands. The masstige value of Apple's iPhone and Samsung's Smartphone was determined using Masstige Mean Score Scale (MMSS) developed by Paul (2015). Structural equation modelling was used to investigate the impact of brand masstige value on consumer egoistic value orientation. According to our MMI analysis, as far as generating mass prestige value in the Indian market is concerned, the Apple i-Phone (American brand) outperformed the Samsung Smartphone (Korean brand). Furthermore, our data show that the Apple iPhone has a positive and significant impact on people's egoistic value orientation. In the case of the Samsung smartphone, however, masstige marketing methods were found to be ineffective in changing buyers' egoistic value orientation. This indicates that although the purchase of an Apple iPhone shall meet a consumer's ego needs (as a significant and positive egoistic value orientation is developed), the same cannot be stated for Samsung Smartphone purchasers. The possible reasons for the same are discussed.