FACTORS BEHIND BRAND SWITCHING IN TELECOMMUNICATION INDUSTRY IN PAKISTAN

Abstract

Purpose-The purpose of this research is to analyze those factors, which encourages customers towards switching their existing rand. Due to the low switching cost in telecommunication sector the consumer, easily move toward another brand and avail the services. Hence, it is essential to study those factors and analyze the consumer switching behavior in telecommunication sector. In today’s fastest growing era the technology has bring changes in all the industries. In the communication sector the cellular networks brand plays important part because it is the conventional way to communicate and perform daily work. This research aims to explore the brand switching behavior of consumer in telecommunication sector. In Pakistan the cellular networking brand are competing with each other based on various tactics. These tactics helps brand in building their image and maximizing sales based on customer attention. Methodology/sample- The data in this research was gathered trough questionnaire and 500 participants were approached. These participants belong from various universities in Karachi. The reason to approach college and university students is that in Pakistan the brand switching behavior is more rapid in youngsters. The Regression analysis, ANOVA and Correlation tests were applied in order to test research hypothesis. Findings- The findings of this research reveals that price, brand image, network quality, value added services and promotional activities influence directly on consumer switching behavior which motivated them to switching if their existing brand is lacking in all these aspects. Practical Implications- The outcomes of the research can help telecommunication companies in order to explore the consumer behavior toward brand switching based on price, value added services, promotional activities, and service quality.