Factors influencing the Behavior of the mobile phone users to switch their service Providers in Andhra Pradesh.

Consumer Behavior is a study of how individuals make decisions to spend their available resources like time, money and effort on consumption related items what they buy, why they buy, when they buy, where they buy, how often they buy and use a product or service for satisfying their needs. From a marketing point of view, the consumer behavior is, “the psychology of how consumers think, feel, reason and select between different alternatives like brands, products”. The consumer switching behavior is there in between both, companies and customers, because the consumer switching behavior restricts both parties to make long term relationships and even it breaks the pre-developed long term relationships. Similarly the consumer switching behavior is basically the behavior of consumers in shifting their attitude from one brand (product) to another brand (product). Due to this dramatic growth, the cellular industry all over the world has been witnessing fall in the costs of cellular services, very high growth rates in subscriber base, and increasing competition and deregulation. For developing countries in particular, cellular services are becoming a very significant proportion of the overall telecom infrastructure. The increasing competition in cellular service industry may be for the purpose of attracting consumers towards the firms because consumers are the main source of profitability of the firm. Due to intense competition in telecommunication industry customers frequently switch from one service provider to another. It has become very important for service providers to investigate the switching behavior of customers.