FACTORS BEHIND BRAND SWITCHING IN TELECOM INDUSTRY

Abstract

The basic point of this study is to investigate the aspects so as to influence the consumer behavior for telecom brand switching. Customer become satisfied when their need is fulfill by any service provider. In Pakistan there are five main networks which are MOBILINK, UFONE, TELENOR, WARID and ZONG. However, the aim of the research is to evaluate on the aspects for rapid network brand switching which includes price, network quality and advanced technology, Brand image and ethical problems. Moreover due to this. The research was conducted in the city Karachi. Descriptive research design used in this study. The sample size is 250 due time constraint. Data was collected through well structured questionnaire. Result shows that all above mentioned variables plays important role in telecom brand switching . So, in a nutshell, it is of utmost need that consumer satisfaction should be the primary objective in all aspects