Brand relationship and switching behavior for mobile phone in young consumers in Punjab

It is evident that Telecom Industry are flooded by number brands, customers have hundreds of choice to switch from one brand to another. But for a marketer it is very important to know, why consumers switch? What are the possible reasons for switching from particular brand? Why consumers are not loyal to a particular brand. The objective of this study is to know the factors which are responsible to switch or to choose a particular brand. Whether any kind of brand relationship exist in the consumer of age group of G₁ (15–20), G_2: (21–25) and G₃: (26–30). or not? This research outlines focuses on current industry conditions and studied causes of consumer switching behaviour. This research focuses on Young consumers (15 years to 30 years), student and faculty of a private university. A sample of 95 respondents has been taken. To collect the data convenient sampling has been used. Researcher have tried to take response almost all age group of G₁ (15–20), G₂ (21–25) and G₃ (26–30). Descriptive research design has been used for the study. For data interpretation and SPSS 16.0 has been used. To check reliability of data Chronbachs Alpha value is found by applying reliability test. Value of Alpha is 0.65 it shows data is reliable enough to apply the tool. ANOVA has been applied to find the kind of brand relationship in different age group. To find the relationship in switching intention and price variation correlation is found in this variable. From this study it has been found that almost similar kind of brand relationship exist in young consumers of all age across the brand dimensions, i.e. there is no significant difference in brand relationship across all age group of G1, G2 and G3. This study also shows that there is no significant difference in consumption pattern or satisfaction level of their current brand. Switching intention or purchase decision for a particular brand is the result of simultaneous impact of number of factors. These factors include Price variation, Better feature, promotion by the company, past experience and better feature.