Brand switching in cellular phone service industry: Impact of personal issues faced by clients

When a consumer is using a product of a brand switches to product of another brand, brand switching occurs. Higher the degree of competiveness among the brands available to the consumers, higher would be the intensity of brand switching. Because of the severe competition among the cellular phone service providers, the occurs of brand switching would be presumed to be frequent and high. Hence, a research has been conducted on brand switching. The research hypothesis that there is an association between the demographic characteristics of respondents and their brand switching was tested with the field data collected through the questionnaire which was redesigned after the pilot study, from the consumers who did actually switch over their brands. It was ascertained that the clients do not switch over brands because of personal issues faced by them.