Geopolitics vs. Value Proposition: A Comparative Analysis of Chinese and Non-Chinese Smartphone Perception in India through the Lens of Comparison Level Theory

The Indian smartphone market—among the largest and most intensely competitive worldwide—is characterized by an enduring tension between value-oriented consumption and socio-political sentiment. Although Chinese smartphone brands command substantial market share through aggressive pricing strategies and rapid innovation cycles, geopolitical frictions and data security concerns continue to influence consumer trust and brand loyalty. Anchored in Comparison Level Theory (CLT) (Thibaut & Kelley, 1959), this study reconceptualizes smartphone purchase decisions as comparative, expectation-driven evaluations rather than purely performance-based judgments. The study posits that consumer satisfaction and brand switching are jointly shaped by two psychological reference standards: the Comparison Level (CL), which reflects expectations formed through prior usage, brand reputation, and ethnocentric attitudes, and the Comparison Level for Alternatives (CLalt), which captures the perceived attractiveness and accessibility of competing brands. Drawing on extant literature, the study develops a conceptual framework explaining why Chinese smartphones frequently deliver high functional satisfaction yet exhibit weaker brand dependence, particularly during periods of heightened geopolitical sensitivity. Four theory-driven hypotheses (H1–H4) investigate the influence of ethnocentrism, security-related concerns, price sensitivity, and after-sales service quality on CL, CLalt, purchase intention, and brand switching behavior. By integrating functional value and socio-political considerations within a unified CLT framework, this study advances consumer behavior theory and provides actionable insights for smartphone brands operating in politically sensitive emerging markets.