Motivational complexity amongst consumers regarding brand switching : a study on factors that influence brand switching in the telecom sector of Pakistan

Abstract

This research is being conducted in order to evaluate effects of factors such as price, network quality, switching cost, advertisements and trust on a customer’s brand switching behavior. The study is particularly focused on the telecom sector of Pakistan so as to give a detailed understanding to the five key players (Mobilink, Ufone, Telenor, Warid and Zong) that include insights of how important each factor is and what are the reasons for each networks provider’s customers to switch their cellular network. It is also followed up with a quantitative study based on a sample of 100 respondents who were asked questions related to these five variables and results were finalized using different tests in SPSS.