FACTORS THAT CAUSE BRAND SWITCHING IN TELECOM SECTOR (AMONG YOUTH)

Abstract

Purpose: The purpose of the study is to analyse and evaluate the impact of factors that cause brand switching in telecom sector (among youth). The factors that cause brand switching in telecom are rates, better packages, network quality, advertisement/ promotions, customer service. Methodology :In order to analyse the impact these 5 factors on brand switching 390 questionnaires distributed among the youth , respondents belong to the age group of (16- 35). To analyze the data frequency table and bar charts are being used in demographic questions, one sample t- test is used for the questions specifically related to hypothesis. Findings: The analysis of different questions and the result suggest that all 5 factors (rates, packages, signal strength, advertisement and customer service cause brand switching, whereas cellular subscribers consider network quality as the most important factor while selecting any network. Practical Implication: The outcome of the study might help the cellular companies to improve its services while focusing on these five important factors that cause brand switching. By improving the service in these 5 domains cellular companies can minimize the chum among consumers.