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Analysis Study Research Paper | Marketing | India | Volume 12 Issue 12, December 2023 | Rating: 5.2 / 10
Consumer Switching Behaviour of Mobile Brands in Chennai City
Dr. V. Andal
Abstract: Consumer behavior is identifying, searching, selecting, and consuming products as well as services for satisfying their desires and wants (Solomon et al., 2006). Firms are always trying to build mutual relationships with their customers through delivering in better price and satisfying their commitments, but due to competitive business environment, it?s becoming difficult for marketers to do so. In this paper we contrast the effects of intrinsically versus extrinsically induced switching. First, on the disposition to switching and second, on the likelihood of restating the purchase of the new brand. This study proposes a research model to observe the switching behaviour of Mobile Phone users and the factors determinants of switching intention from pioneering Mobile phone researches and relevant ideas from marketing disciplines. The focus of this research study has been set to analyze the association between influencing factors (affecting consumer behavior) and switching intentions of customers regarding their Mobile phones. This research identifies the factors which de-motivates the behavior of customers from switching towards other mobile phones. Now a days, the customers are the main target for the firm and even entire business, because a research state that every year, the 83% brand failed to achieve marketing objectives.
Keywords: Consumers, Switching Behaviour, Mobile brands, Markets, Buying intention
Edition: Volume 12 Issue 12, December 2023
Pages: 527 - 532