Sanjit Kumar Dash & Rashmi Mahajan
India's smartphone shipments grew 23% YoY to reach over 38 million units in Q1 2021. New product launches, promotions and financial schemes, as well as pent-up demand coming from 2020, drove the smartphone market in Q1 2021. India happens to be the world’s second-largest telecommunications market. The total telephone subscriber are 1189.15 million in September 2021. The total mobile phone or wireless subscriber has increased from 1148.58 million in September 2020 to 1166.02 million in September 2021. Gross revenue of the telecom sector in India reached $ 8.74 billion in the first quarter of FY22. The smart phone happens to be instrumental in the growth of business operation. This research work was carried out in Pune among respondents to find out the importance of attributes and the combination of different features of Smartphone are best preferred by the Gen Z. Conjoint Analysis and Kano Model identified important attributes considered by the Gen Z for purchasing smartphone. Sixteen attributes were analyzed using Kano Model. It has been found that , 5 are Must -Be (M), 2 are One-Dimensional(O), 6 are Attractive(A), 2 are Indifferent(I) and 1 is Reverse (R) quality. Conjoint Analysis was undertaken for five attributes found as Must -Be quality in Kano Analysis. It has been establish from the analysis, that 12 MP Camera, 8GB RAM, 128 GB Storage, 6.7 Inch Display and 5000mAh Battery is the most preferred combination for smartphone among Gen Z.