Brand Loyalty : A study in the context of Mobile Phones in Pakistan

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.