Abstract:
This study seeks to identify the smart phone and tablets buyers in Pakistan as brand
loyal and whether or not this aspect is playing a role in their purchase decisions. It
is of paramount importance that factors that relate to brand loyalty be explored
with reference to the mobile market sector in Pakistan. In addition, the role that
brand trust plays in purchase decisions is also being considered.
Cross tabs descriptive analysis is used to examine the response set of 132
respondents, and to examine if they exhibit loyal behavior. The findings show the
dynamics are prevailing in the mobile phone market in Pakistan. Some of the
leading names such as Apple and Samsung have customers who are more brands
loyal and have more trust on the brand. The findings also indicate the level of
awareness of the market in terms of brand differentiation. Limitations are that more
dimensions and elements of brand loyalty, including the switching costs should be
considered in the future studies.
The study contributes to the existing literature based on the research conducted in
other countries and builds a foundation for studies to be conducted in the Asian
market.
