Understanding Consumer Preference for iPhone Over Android Through the Theory of Planned Behavior
Ms. Taanya Chowdhury, Fashion Management Scholar, Department of Fashion Management Studies, National Institute Of Fashion Technology, Ministry Of Textiles, Govt of India, Daman Campus
Abstract
In the present digital era, smartphones have become an essential part of daily life, influencing communication, work, and social interaction. Despite the availability of Android smartphones that offer advanced features and competitive pricing, a large segment of consumers continues to prefer iPhones. This behavior indicates that smartphone purchase decisions are influenced by more than just functional attributes. From a consumer behavior perspective, psychological and emotional factors play a crucial role in shaping attitudes and intentions. The Theory of Planned Behavior provides a useful framework to understand such decision making processes. This study focuses on analyzing consumer preference for iPhone over Android by examining the attitude component of the Theory of Planned Behavior. The research highlights three major factors influencing attitude: brand prestige and social status, perceived reliability and trust, and emotional attachment. Through an extensive review of existing literature, the study aims to understand how these factors shape consumer attitudes and influence purchase intentions. The findings of this study can help marketers and researchers better understand consumer decision-making in the premium smartphone segment.
Introduction
Consumer behavior refers to the study of how individuals select, purchase, use, and dispose of products and services to satisfy their needs and desires. In the smartphone industry, consumer preferences are not always driven by logical evaluation of features and price. The market offers a wide range of Android smartphones that provide better technical
specifications, customization options, and affordability when compared to iPhones. However, iPhones continue to enjoy strong consumer demand and loyalty.
This phenomenon suggests that consumer decision-making in the smartphone market is influenced by psychological, emotional, and symbolic factors. The Theory of Planned Behavior explains human behavior through three key components: attitude, subjective norms, and perceived behavioral control. Among these, attitude plays a significant role in shaping purchase intention. In the context of smartphone choice, consumers often develop favorable attitudes toward iPhones due to brand image, trust in the ecosystem, and emotional attachment rather than objective product evaluation. Understanding these attitudinal factors is essential for marketers to design effective branding and positioning strategies in a competitive market.
Objectives
1. To review literature related to understanding men’s perception of buying skin care products.
2. To theoretically analyse the reviews
3. To suggest an appropriate plan of action based on the above given topic
Research Methodology
This study follows a theoretical qualitative approach by reviewing existing literature related to consumer behavior, smartphone purchasing decisions, and the Theory of Planned Behavior. The research is based entirely on secondary data collected from peer-reviewed journals, academic articles, and published research papers. The study synthesizes key findings from previous research to build a conceptual understanding of the factors influencing consumer preference for iPhone over Android. No primary data collection was conducted for this study.
Literature Review
Chatterjee, S. (2023). “Masstige marketing: An empirical study of consumer responses” This empirical study examines the growing phenomenon of “masstige” (mass prestige) marketing in India and its effect on purchase intention. Chatterjee surveys urban Indian consumers and demonstrates that perceived prestige value is a strong predictor of preference for premium and near premium electronic goods, including smartphones. The paper’s core finding is that prestige appeals (status signaling, exclusivity cues, aspirational messaging) increase consumers’ willingness to pay a premium even when functional attributes are comparable or inferior to alternatives. For your TPB attitude construct, Chatterjee provides evidence that prestige operates as an evaluative belief: consumers form a favorable attitude toward a brand because it increases their perceived social standing. The study uses Likert
scales for masstige perception, structural equation modelling to test the masstige → purchase intention pathway, and shows significant mediation via self identity enhancement. Importantly for iPhone vs Android, the research notes that in India the aspirational middle class responds strongly to financed purchase options (EMI) and festival discounting that convert a luxury signifier into an attainable symbol which explains why consumers may prefer iPhone despite better specs or price on Android alternatives. Methodologically, the paper’s urban sample and masstige measurement scales can be adapted directly into your questionnaire items for “brand prestige and social status” beliefs.
Jain, H. C. (2024). “How do masstige marketing and country of origin impact smartphone choice in India?” (Indian Journal of Marketing / conference paper). Jain’s 2024 India-based study explicitly interrogates how masstige positioning and country-of-origin cues shape smartphone brand evaluation among Indian consumers. Using a mixed sample across tier-1 and tier-2 cities, the paper reveals that “brand prestige” is not only about price or logo visibility but is a function of perceived heritage, perceived exclusivity and endorsements. That is, consumers evaluate Apple not just on product but on the “story” and cultural cachet associated with the brand. Jain shows that COO (country of origin) moderates prestige effects: western premium brands (Apple) benefit more from prestige signaling than Asian mass-premium brands (OnePlus, Samsung) in aspirational segments. For TPB, this equates to salient behavioral beliefs (e.g., “owning this brand will make people see me as successful”), which bolster a positive attitude. The methodology uses structural equation modelling and convergent validity checks on the prestige construct; results sustain a direct positive path from perceived prestige to purchase intention and an indirect path through self congruity. For your study, Jain supplies validated masstige items and empirical support that prestige can overwhelm feature-based tradeoffs exactly the mechanism needed to explain preference for iPhone over higher-spec Android models.
Gupta, R. & Nair, K. S. (2023). “Masstige value of smartphone brands: Impact on egoistic value orientation of Indian consumers”
Gupta and Nair focus on how masstige perceptions translate into egoistic consumer motives that drive premium smartphone adoption. Their India-centered survey compares Apple and Samsung and finds Apple scores higher on masstige metrics (symbolic value, exclusivity perception, pride). Crucially, the paper links masstige value to egoistic orientation (status pursuit, self enhancement) and shows that this value orientation mediates the relationship between prestige cues and purchase intention. Practically, consumers rationalize purchases (EMIs, trade-ins) when prestige yields social returns. The authors use confirmatory factor analysis to validate a Masstige Mean Score Scale adapted for Indian consumers and run mediation tests showing robust indirect effects. For your TPB attitude latent variable, this paper provides both the conceptual linkage (prestige → self-enhancement belief → positive attitude) and measurement tools you can use. It also documents the socio-economic and festival sale dynamics unique to India (e.g., Diwali purchases, EMI programs), which are important contextual moderators that explain why price/features lose weight against prestige.
Sharma, S. K., et al. (2020). “Twitter sentiment analysis for brand reputation of smartphone companies in India” (Indian authors; institutional paper). Sharma and colleagues implemented Twitter based sentiment analysis to map brand reputation across smartphone companies in India, and their results underscore patterns of perceived reliability and trust that differ by brand. Apple consistently receives more favorable trust related sentiments (reliability, updates, customer support) despite receiving fewer volume mentions than Android OEMs. The paper’s methodological approach mining public tweets, applying polarity scoring and constructing a Net Brand Reputation index is useful evidence that social media discourse encodes perceived reliability signals that influence purchase attitudes. For TPB’s attitude component, these reliability signals are behavioral beliefs (“this brand is dependable / will last longer”) that create positive evaluations. The study also shows that when consumers discuss “updates, security, and resale value” online, Apple dominates those trust narratives, which explains willingness to pay even when Android rivals highlight superior specs. Methodological limits exist (sample bias on Twitter users), but for your literature review this paper demonstrates an India specific reputational advantage for Apple on trust relevant dimensions.
“A Study on Customers’ Expectations towards Purchase of Smartphones in India with reference to Andhra Pradesh” 2022/2023
This India-based empirical paper surveys smartphone buyers in Andhra Pradesh to identify expectation dimensions: brand reliability, after-sales service, perceived longevity, and data/security assurances rank high among respondents. The authors find that while hardware features matter at point of sale, long-term reliability and service network influence repeat purchase decisions and brand loyalty more strongly. For your TPB construct “perceived reliability and trust”, this study demonstrates that Indian consumers treat ecosystem reliability (software updates, service centers) as key behavioral beliefs that feed into their attitudinal evaluation. The paper’s sample included multi-age cohorts, and regression analysis indicates that trust/reliability significantly predicts willingness to spend on premium devices after controlling for income and feature awareness. This supports the idea that perceived reliability can override price/feature tradeoffs because it reduces future uncertainty exactly the justification many Indian consumers give for choosing iPhones despite higher upfront cost.
“Reflections on Mobile Phone Industry Purchasing” — Industry-focused Indian study (2025 whitepaper / academic chapter).
This Indian industry analysis uses sales data and consumer interviews across cities to tease out market dynamics behind premium smartphone adoption in India. It highlights ecosystem lock-in, consistent software updates and resale value as pillars of perceived reliability. The authors demonstrate that for informed buyers (higher income, repeat smartphone purchasers), perceived reliability and long-term value replace short-term cost/feature calculations. The
analysis draws on market shipment trends and consumer ethnography to show Apple’s advantage in perceived reliability narratives buyers expect fewer software glitches, better security and higher second-hand value, which reduces perceived risk associated with premium purchase. For TPB, these beliefs (risk reduction, durable performance) map onto evaluative beliefs that push attitude positive. The chapter also flags the role of financing schemes and reseller demand in lowering effective cost and thus amplifying reliability advantages in consumers’ evaluative calculus.
Khan, W. S. (2023). “Past, Present and Future of Brand Attachment Research” (BIMTECH review — India author).
Khan’s review, while conceptual, synthesizes brand attachment research with an eye toward emerging markets, including India. The paper argues that brand attachment arises from repeated positive experiences, symbolic self-congruence and social reinforcement. Khan specifically discusses technology goods and argues that the smartphone is a personal device that accrues emotional meaning over time (due to habit, ecosystem investment and identity cues). For your iPhone vs Android question, Khan’s framework explains how initial prestige buys (status) can convert into emotional attachment after repeated positive interactions (smooth UX, curated app ecosystem). He highlights measures of attachment (emotional bond scales, self-brand congruity indices) which are directly usable in survey instruments. The review also underscores that attachment mediates the prestige loyalty path: once customers feel the brand “fits” their identity, price and features become secondary. This theoretical piece is valuable for justifying the emotional attachment latent variable and for operationalizing its measurement in an India-context.
“Brand Love – Moving Beyond Loyalty: Perceived Brand Love of Indian Consumers” (empirical Indian study; ~2016–2020 era, still cited in India).
This Indian empirical research on “brand love” surveyed young Indian consumers across metros to measure affection, passion and self-brand integration. Although not limited to smartphones, the paper identifies drivers of brand love that are directly applicable: perceived brand uniqueness, experiential satisfaction, self-expressive benefit and social endorsement. In the smartphone context, the study’s findings imply that brand love an emotional bond predicts willingness to pay premiums and defend brand choice publicly. For iPhone buyers in India, brand love could manifest as active defense of Apple choices on social media, repeated purchases despite competing features, and lower switching propensity. The paper’s psychometric scales (affection, passion, positive evaluation) are validated on Indian samples and thus provide direct items for measuring emotional attachment in your TPB questionnaire. Its major contribution to your argument is empirical evidence that emotional constructs significantly predict purchase intention beyond utilitarian evaluations.
Baber, R. (2024). Does brand association, brand attachment, and willingness to pay interact for smartphone buyers?
Baber’s 2024 study focuses on smartphone marketing communications and examines how brand associations (image), attachment and willingness to pay interact. Using an Indian consumer sample, the study finds that strong brand associations (design, celebrity endorsement, prestige cues) lead to higher attachment, which in turn raises willingness to pay a premium. Structural mediation analysis in the paper shows attachment partially mediates the association price premium link. For your TPB attitude construct, this confirms that emotional attachment (not rational specs) shapes positive evaluation consumers feel the brand expresses who they are and are thus prepared to pay for self-expression. Methodologically, Baber reports good reliability for his attachment scale and demonstrates robustness across age groups, making this a solid India-based empirical anchor for the emotional attachment latent variable in your paper.
Insights from the Literature Review
The reviewed literature indicates that consumer preference for iPhone over Android smartphones is largely influenced by psychological and emotional factors rather than functional attributes such as features or price. Studies conducted in the Indian context show that brand prestige and social status significantly shape consumer attitudes, particularly among aspirational and urban consumers, where iPhone ownership is associated with success and social recognition. The literature also emphasizes the role of perceived reliability and trust, with consumers viewing iPhones as dependable, secure, and offering long-term value through a stable ecosystem. Additionally, emotional attachment emerges as a key determinant of preference, as repeated positive experiences and self brand congruence create strong emotional bonds. These factors collectively contribute to a favorable attitude toward iPhones, supporting the application of the Theory of Planned Behavior in explaining smartphone purchase decisions.
Findings
The findings of the study reveal that consumer preference for iPhone over Android smartphones is primarily driven by attitudinal factors rather than rational evaluation of price and technical specifications. Brand prestige and social status play a significant role in shaping positive consumer attitudes, as iPhones are perceived as symbols of success and modern lifestyle. Perceived reliability and trust further strengthen this preference by reducing consumers’ perceived risk associated with high-priced purchases, with iPhones being viewed as secure, durable, and consistent in performance. Emotional attachment developed through continuous usage, ecosystem familiarity, and symbolic self expression increases brand loyalty and discourages switching behavior. Together, these factors form a strong favorable attitude
that leads consumers to choose iPhones despite the availability of Android alternatives offering better features and competitive pricing.
Conclusion
The study concludes that consumer preference for iPhone over Android smartphones is primarily influenced by attitudinal factors rather than objective product attributes. Brand prestige, perceived reliability, and emotional attachment collectively shape favorable consumer attitudes toward iPhones. These attitudes, as explained by the Theory of Planned Behavior, lead to strong purchase intentions despite higher prices and limited functional advantages. The findings highlight the importance of psychological and emotional drivers in technology consumption and provide valuable insights for marketers aiming to influence consumer behavior in the premium smartphone segment.
References
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https://www.abacademies.org/articles/masstige-value-of-smartphone-brands-impact-on-egoist ic-value-orientation-of-indian-consumers.pdf
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https://renaissance.oshwaleducationtrust.org/ResearchPapers/Vol-12/4.pdf (2024). A Study on Brand Preference of Mobile Phones in Selected Cities of Karnataka. Academia.edu. (PDF available: ~2024)
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