Factors Leading to Brand Switching in Cellular Phones: A Case of Pakistan

Abstract

The purpose of this study is to analyze those factors which influence brand switching in cellular phones in Karachi city. Now Pakistan has emerged as the fastest growing market in the world. Mobile phones are now becoming the necessity of life. Day-by-day competition is now becoming more complex among the well-known mobile phone companies. This study focuses on the dependent variable and independent variables as well. The dependent variable is brand switching while independent variables are BRAND IMAGE, PRODUCT PRICING AND PRODUCT FEATURES (camera resolution, RAM/ROM, touch screen and android version etc.). Consumer’s attitude and behavior towards any mobile brand and its feature is also examined through the questionnaires. The study reveals that by providing advanced features, reasonable pricing strategies and best brand image to customers, the mobile companies can control over brand switching and can retain their customers also.

Keywords: Brand switching, cellular phones, technological impact, price, brand name, brand image.