A STUDY ON BRAND SWITCHING BEHAVIOUR OF MOBILE PHONE USERS IN TAMILNADU

Abstract

 India is becoming a fastest growing market in the world. Progressively competition is now becoming more complex among the well-known telecom companies. Mobile phones become the necessity of life. The mobile manufacturing companies are introducing new models with latest technologies to the society. Consumers are aware of the recent facilities available in the mobile phones. The mobile manufacturers are challenging to attract the consumers, to increase their sales and fulfill consumer’s needs and wants. It is a difficult task to obtain consumer’s satisfaction and it is a tough task in the present  day competitive market.  Different new innovative techniques are being introduced by the mobile companies. The purpose of this study is to analyze the factors which influence brand switching & choice of brand in cellular phones. 400 mobile users were approached from the different five cities of Tamilnadu such as, Tiruchirappalli, Thanjavur, Pudukottai, Perambalur and Karur.  The objectives of the study is to find the factors affecting Choice of Brand in cellular phones, to identify the customer attitude towards smart phone, and to know the customer satisfaction level of the mobile phone users. Primary data was collected with the help of questionnaire and data was collected from the Respondents and it was analysed with the help of percentage analysis, ANOVA, and  Likert’s five-point scale to measure the perception of respondents on brand preference and switching behaviour. The research explores different reasons for switching their cell phones from existing ones. It is found that, change in Technology, new advanced features, marketing offers by telecom industries, camera resolution, price and brand image are the major influencing factors for switching of brands by mobile consumers.

KEY WORDS: Mobile phone, Brand Switching, Brand Preference, Technology, Consumer satisfaction.