Factors Affecting Brand Switching Behaviour & Brand Preferences
towards Mobile Phones of Matalam, North Cotabato
Objectives of the study:
The general objective of the study is to determine the factors affecting the brand
switching and brand preferences towards mobile phones of the student of University of
Southern Mindanao-Main Campus
Specific, this study aims to:
To determine the socio-demographic profile of the respondents in terms of age,
sex, civil status, and educational level, type community.
To study the factors affecting Choice of Brand in cellular phones.
To analyze the factors influencing brand switching behavior towards Mobile
phones.
Conceptual framework
Independent Variable Dependent Variable
Price / offers
Advertisements
New marketing strategies
New technology & features
Reference from friends Mobile Brand
Status of phone model switching behavior
Existing not working properly
Attract with new design
People typically switch brands when their current phone begins to cause them
problems. After a while, mobile devices begin to hang and their operation begins to
irritate users. Due to the lots of pictures, data downloads and applications its
performance level starts decreasing. At that time people start searching for switching
the mobile. That is the most common and genuine reason to switch the mobile. At that
time Reference from friends affects the purchase decision. New Technology, New
Applications, Advanced Facilities attract the consumer the most. Attractive designs also
motivate to replace the existing one. Sometimes the industry introduces low price
handsets with advanced features. Marketing strategies also attract people. Attractive
promotions by celebrities and emotional advertisement influence consumers to switch
the brand.
Subramanyam and Venkateswarlu (2012) explained the marketing strategies
importance to obtain the attention of existing customers and to invite the potential
consumers. The study revealed that these marketing strategies play an important role in
consumer buying process. Advertisements are the major determinant in purchase
decision. Family income and education also the influencing factors of brand choice.
Agha, Haider, Kakakhel, & Murtaza (2012), conducted a study to examine the
brand switching behaviour. The study revealed that technology advancement is the
major factor to switch the brand and model among students and professionals. They
always want to be high tech with the changing environment. New design, technology,
new features always attracts young generation. The study suggest to the electronically
marketers to focus on these factors for maximise market share.
Sethi, A., & Chandel, A. (2015) conducted a study to find out the preference of
consumers towards entrance level smart phones. It was found that brand is the most
important attribute used as a selection variable while purchasing, followed by Price and
Purpose respectively. The Camera, Screen size and RAM were found to play least role
in purchasing decision.
Zeeshan Ahmed, 2015, conducted an empirical study to show that the
influencing factors set a strong impact on the consumer’s decision. With these factors
consumers either retain with their existing brand or switch towards the new brand. This
study found that factors like advertisement, innovation & attitude, demographic factors,
technological impact perception, brand name & image are the essentials factors which
can be able to retain or switch the consumers from one brand to another. The author
suggested that the company should make available best quality and latest features to
customers which results less encouragement occur in the consumers to switch the
brand.
RESEARCH QUESTIONNAIRE:
Factors Affecting Brand Switching Behaviour & Brand Preferences
towards Mobile Phones of Matalam, North Cotabato
Respondent’s number:
Direction: Please put a check () and please fill in the following blanks truthfully to specify your
answer on the space provided on the following statement. The information provided by
you will be kept confident and will be used for academic purposes only.
Part I: Demographic profile of the respondents
Name (optional) :
Gender: male female Age: Sex:
Civil status: single married widow
Educational level: college High school Elementary
Type of community: Urban (Cities, towns and suburbs) Rural (countryside)
Part II: Importance of the mobile phone attributes influences at the time of selection or
replacing the existing brand (Choice of Brand)
Direction: Indicate the scale from 1-5 to represent your answer that most corresponds to your
opinion. In each item, please put a check () on the space provided per item which
corresponds to your answer. Please refer to the codes below.
Numerical Rating Descriptive Rating
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree
Importance of the mobile phone attributes influences at the
time of selection or replacing the existing brand. 5 4 3 2 1
(Choice of brand)
To Improve the Social Status
To Improve the Capacity
To Update the Technology
To get benefit from seasonal offers / Plans
Existing one is not Functioning Correctly
Brand Name & Image /Brand Uniqueness
Special Advance features, (Camera, Quality & performance etc...)
Durability & Reliability
Price
Part III: Importance of the mobile phone attributes influences at the time of selection or
replacing the existing brand (Choice of Brand)
Direction: Indicate the scale from 1-5 to represent your answer that most corresponds to your
opinion. In each item, please put a check () on the space provided per item which
corresponds to your answer. Please refer to the codes below.
Numerical Rating Descriptive Rating
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree
Importance of the mobile phone attributes influences at the
time of selection or replacing the existing brand. 5 4 3 2 1
(Factors influencing brand switching behavior)
Credit facility / Finance scheme
After sale services
Value for Money
Influence of Friends & Favorites
Attractive advertisement
Safety & Security
Influences from the Adds by the celebrities
Availability of the brand in market makes the brand more popular.
Reference: http://ijbm.co.in/downloads/vol3-issue1/41.pdf
