Consumer Awareness & Adoption Study - Smartphone Insurance in the Retail Ecosystem

22-05-2026

A field-based empirical research study on “Consumer Awareness & Adoption Study: Smartphone Insurance in the Retail Ecosystem” was conducted in Siliguri, West Bengal under the guidance of Assist. Prof. Miss Titas Biswas. The study aimed to assess the level of consumer awareness, understanding, and adoption of smartphone insurance products among retail shoppers and store personnel in Siliguri. 

The research further examined the extent to which retail staff actively promote smartphone insurance schemes, the barriers affecting consumer adoption such as cost and lack of information, and the willingness of consumers to purchase insurance products at the point of sale.

As part of the survey, the students conducted field visits to several major retail electronics outlets and smartphone stores across Siliguri, including i-Destiny, Agaro, Samsung SmartCafé/Authorised Store, Croma Electronics, Reliance Digital, and Mi Store/Xiaomi Exclusive Store. Through interactions with consumers and retail staff, the researchers gathered practical insights regarding customer preferences, awareness levels, promotional strategies adopted by retailers, and the types of smartphone insurance products currently being offered in the retail ecosystem. 

The study also documented field evidence through geo-tagged and time-stamped photographs of surveyed locations as part of the primary data collection process. The research highlights the growing relevance of smartphone insurance in the retail sector and the importance of consumer awareness in influencing adoption behaviour.

Students Involved:
• Akash Sarkar
• Rose Sarkar
• Priti Das
• Madhumita Rudias
• Koyel Roy