Telecommunication industry, including smart phone, is changing leaps and bound every now and then. Such changes are creating multiplier impact within and outside the industry. Research and development in the smartphones are providing new and new models very frequently. On the one hand the global players and luxury brands like iPhone, Samsung etc. believes in long term relationship with the customers, while the brands like Vivo and Oppo provide continuous up- gradation in it. Such competition is proving to be beneficial to customers and hence, by getting attracted to the attractive advertisements and utility of the phones, some customers are buying multiple/ latest handsets, even if they have the existing mobile in good condition. The College going students seems to be more cost and feature conscious and hence they prefer Vivo and Oppo for their use. Such preference of the overall customers is deciding the market leader. The present study aiming at understanding the smart phone choice of the College going students.

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Keywords: Smart Phones, Phone Brands, Market Leader, Telecommunication Industry.