Assignment no.

01

Programme:

MS Marketing

Course:

Qualitative Research Methods

Submitted to:

Dr. Rab Nawaz Lodhi

Submitted by:

Aasir Ali

Submission Date:

15th October, 2016

Modeling Brand Switching in Consumers Products

Abstract:
In article, it was analyzed that what is the relevance of product attributes to switching rates to
three brands of soft drinks. Brand loyalty of the consumers of the soft drinks was determined and
the future market shares for a greater period of time as well. It was discovered that the consumers
exhibited the most brand loyalty towards Fanta which is brand of PepsiCo.
Awogbemi, Clement Adeyeye Oloda, Festus Smart Osama, Caleb Kehinde
Journal of Economics and Sustainable Development
Vol.3, No.12, 2012

Factors Affecting Brand Switching In Telecommunication Sector

Abstract:
The point of study was to identify what are the factors influencing the customers decision to
switch to another network The scope of the study is significant as mobile service industry is
growing rapidly in Pakistan and this industry is facing a huge competition and there is a huge
number of users who are switching from one brand to another. Variables of research were service
quality, price, brand image, value offered, trust, satisfaction, customer loyalty where as the
dependent variable was switching cost. Different techniques are used to collect data .The data
analysis for this research done by using the statistical package SPSS.
Muhammad Raza, Zaibunnisa Siddiqi, Shahzad Nasim
Quest Journals Journal of Research in Business and Management Volume 3 ~ Issue 1(2015)
pp:11-15

Brand Relationships and Switching Behaviour for Highly Used

Products in Young Consumers
Abstract:
Purpose of the study was to inspect the impact of price changing on switching intentions in the
framework of brand relationship and to explore the influence of peers, family, and brand
relationships on switching intention among young customers.
That was an empirical study focusing on the brand relationships amongst young consumers in the
age range of 13 to 25 years in an emerging economy. Data were collected from 214 respondents
from a city in Western India through a questionnaire used as research instrument.
Results narrate that young consumers form relationships with brands on all the six dimensions of
consumer brand relationship elaborated in literature review. Moreover, love and passion
dimension of brand relationship is stronger amongst teenagers as compared to young adults.
Arvind Sahay and Nivedita Sharma
VIKALPA VOLUME 35 NO 1 JANUARY - MARCH 2010

Consumers Intention to Stay with a Brand: An Examination of

Potential Precursors for Brand Switching
Abstract:
This research addresses factors affecting consumers intention to stay with a brand specifically
their cell phone brand. It aimed to notice the extent to which consumers are influenced by age,
satisfaction, brand commitment, the length of the consumer decision process, social groups,
experience and brand perception. The study determined the relationship between these factors
and the intention of individuals whether to switch or not the brand. Research questions were
answered by 137 respondents residents of Netherlands. Results indicate that brand commitment
explains a remarkable part of the variance. Research suggested that satisfaction has a major
impact on individuals intention to stay. Differences were found concerning the intention to stay
with the brand when age, education and income were divided into groups. It can be said that age,
education and income-specific behavior should be considered in marketing actions. Additional
future research is needed to elaborate the relationship between the intention to stay with the cell
phone brand and other factors. As well, a positive factor analysis and path analysis should be
executed to make clear the relations between the different variables. Finally, a longitudinal study
should be conducted as well.
Laura K. Kokkiadi & Robert J. Blomme
International Journal of Marketing Studies; Vol. 5, No. 1; 2013
ISSN 1918-719X E-ISSN 1918-7203
Published by Canadian Center of Science and Education

Factors Affecting Brand Switching in Telecommunication: A Case

Study of Sahiwal District, Pakistan
Abstract:
The reason of the study was to check the factors behind brand switching in Telecom industry of
Pakistan. The study was conducted in Sahiwal city. 150 respondents were selected on the basis of
non probability convenient sampling method. Questionnaire was used as research instrument for
data collection to get the response from respondents. After analysis of data researchers assume
that Inconvenience and price of Call, SMS, GPRS is the reason behind brand switching but
service failure is not that much affecting brand switching. Moreover, mobile service providers
can control this factor to make mobile users loyal and committed to retain them on their network.
Rashid Saeed, Rab Nawaz Lodhi, Muhammad Saad Saeed, Zeeshan Fareed, Amna Sami, Fareha
Dustgeer, Zahid Mahmood and Moeed Ahmad
World Applied Sciences Journal 26 (5): 667-671, 2013
ISSN 1818-4952
IDOSI Publications, 2013

FACTORS BEHIND BRAND SWITCHING IN CELLULAR

NETWORKS
Abstract:
Researchers found that factors affecting customer satisfaction has great importance in order to
know the reasons and facts that are responsible behind switching in cellular network. Customers
are satisfied, when their desires and wishes are fulfill by any brand, used by them. For this
research study, the sample was taken from Larkana city. The sample was consists of the three
batches of Shaheed Mohtarma Benazir Bhutto Medical University Larkana (SMBBMU) and
BBA & MBA students of Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology
Larkana (SZABIST). Total population consists of 1048 (738 from SMBBMU & 310 from
SZABIST). The sample respondents were selected through convenience sampling technique for
data collection, total sample size was of 104. The analysis of the data was done using SPSS.
Sarwat Afzal Assistant Professor, Marketing, SZABIST, Larkana Aamir Khan Chandio Research
Fellow, ZABIST, Larkana Sania Shaikh Research Fellow, SZABIST, Larkana Muskan Bhand
Research Fellow, SZABIST, Larkana Bais Ali Ghumro Research Fellow, SZABIST, Larkana
Anum Kanwal khuhro Research Fellow, SZABIST, Larkana
International Journal of Asian Social Science, 2013, 3(2):299-307

Factors Behind Brand Switching: Evidences from Pakistan

Abstract:
The telecommunication industry of Pakistan is facing severe competition. Now subscribers
retention and acquirement has become the center point of attention of the telecommunication
service providers. Due to the emergence of number of service providers, customers switching
rate is increasing day by day. Customer satisfaction established when brand fulfills the needs and
desires of the customers. Study focused on identifying those factors that have direct impact on
the switching behavior of customers. The data was collected from a sample of 250 people and a
self made questionnaire was used to collect the data. The Data was collected from the cities of
Gujrat, Wazirabad, Lala Musa and Kharian by using convenience sampling technique. Results of
this study show that factors considering the research like, lower call and SMS rate, service
quality, value added services, special offers, network coverage and service reliability affect the
switching behaviors of the respondents.

Zahra Zahid, Hira Javaid and Iqra Zahid

INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY SCIENCES AND
ENGINEERING, VOL. 6, NO. 7 JULY 2015

Factors Affecting Consumer Switching Behavior: Mobile Phone

Market in Manchester-United Kingdom
Abstract:
This research study was aimed to analyze the switching behavior of mobile users in Manchester,
UK, whose behavior is affected toward switching from exiting mobile phones towards new
mobile phone. The focus of research study has been set to analyze the relationship between
influencing factors influencing consumer behavior and switching intentions of consumers
regarding their mobile phones. The other focus of the research study was to identify the factors,
which de-motivates the behavior of consumers from switching towards other mobile phones. The
methodology which was selected for research study employs the interpretivism philosophy,
deductive approach of qualitative research design for conducting research. The sample of 150
people had been selected to include in research, selected randomly and filling the survey
questionnaire for collecting data about their switching and non-switching intentions. The results
of the research study confirmed the impact of need based and opportunity based behavior, the
impact of technology, innovations, changing demographics, brand image, perception, behaviors,
attitudes, loyalty, advertising and other numerous factors, which have the significant effect
towards stimulating and demotivating the behavior of mobile users concerning.
Zeeshan Ahmed, Maleehah Gull, Usman Rafiq
International Journal of Scientific and Research Publications, Volume 5, Issue 7, July 2015

Factors Affecting Consumer Buying Behavior of Mobile Phone

Devices

Abstract:
The purpose of the study was to examine the factors affecting the purchasing decision of mobile
phone devices in order to accomplish the objectives of the study, a sample of 246 consumers
were taken by using simple random sampling technique. Both primary and secondary data were
collected to accomplish the study. Moreover, six important factors i.e. price, social group,
product features, brand name, durability and after sales services were selected and analyzed
through the use of correlation and multiple regressions analysis through SPSS. From the
analysis, it was clear that consumers value price followed by mobile phone features as the most
important for a mobile phone purchase decision. Researchers suggested that the mobile phone
sellers should consider the above mentioned factors to associate the opportunity.
Mesay Sata
School of Management and Accounting, Hawassa University,Ethiopia
Mediterranean Journal of Social Sciences
MCSER Publishing, Rome-Italy
Vol 4 No 12, October 2013

Factors Leading to Brand Switching in Cellular Phones:

A Case of Pakistan

Abstract:
The purpose of study was to analyze some factors which influence brand switching in cellular
phones in Karachi city. As per author, now Pakistan has emerged as the fastest growing market in
the world. This study focuses on the dependent variable and independent variables both. The
dependent variable is brand switching while independent variables are Brand image, Product
pricing, and product features. Consumers attitude and behavior towards any mobile brand and
its feature is also examined through the questionnaire. The study revealed that by providing
advanced features, reasonable pricing strategies and best brand representation to customers, the
mobile companies can control over brand switching and can maintain their customers also.
Hira Ashfaq
Jinnah University for Women
Journal of Marketing and Consumer Research
ISSN 2422-8451 An International Peer-reviewed Journal
Vol.17, 2015

Examining Customer Switching Behavior in Cellular Industry

Abstract:
This research investigated switching intentions among people due to the adoption of the new
technology. Customer decrease is happened when people give up one service provider for
another in order to get prepared with the latest gadgets. Survey research method was engaged.
Questionnaires were distributed among cellular phone users in Bahawalpur. Valid 170
questionnaires were filled and returned to us. Regression analysis was used to analyze the data.
Sana Malik
Research scholar, Department of Management Sciences
Shanayyara Mahmood
Research scholar, Department of Management Sciences
Muhammad Rizwan
Lecturer, Department of Management Sciences
Journal of Public Administration and Governance
ISSN 2161-7104
2014, Vol. 4, No. 2

Smoking-related changes or brand switching? Smokers' anticipated

responses to a large increase in Taiwan's Tobacco Health and
Welfare Surcharge

Abstract:
This study examined the impact on smokers behavior of a planned increase in the Health and
Welfare Surcharge of Tobacco Products in Taiwan. This study used a structured questionnaire to
perform telephone interviews. Stratified random sampling was applied to interview current
smokers aged 1865 years in Taiwan. Based on countrywide survey data of smokers' responses
to future increases in cigarette prices, this study used multinomial logistic regression to perform
its analyses. After the proposed increase in the Health and Welfare Surcharge of Tobacco
Products, following cigarette price increases would motivate nearly 30% of the smokers to adopt
smoking related changes and 10% to alter to lower-priced brands. The study suggests that a large
increase in the health and welfare Surcharge of tobacco products would lead to significant
changes in smoking behavior, which in turn would increase termination rate at the population
level.

Public Health, Volume 136, Issue null, Pages 41-47

C.-Y. Yeh, C. Schafferer, J.-M. Lee, C.-J. Hsieh

Consumer poaching, brand switching, and price transparency

Abstract:

This paper addressed price transparency on the consumer side in markets with behavioral price
changes which feature welfare reducing brand switching. When long term contracts are not
available, an increase in transparency competition, lowers prices and profits, reduces brand
switching and benefits consumers and welfare. With durable contracts, an increase in
transparency reduces the use of long-term contracts, leads to more brand switching and a welfare
loss. Otherwise, the results are the same as without long-term contracts.
Christian Schultz, Department of Economics, University of Copenhagen, Denmark
Volume 123, Issue 3, June 2014, Pages 266269

The Impact of Brand Delisting on Store Switching and Brand

Switching Intentions
Abstract:
According to researchers delisting is a tool retailers often use to improve their negotiating
position with the manufacturers brand. As brand manufacturing companies depends mainly on

retailers to sell their products to consumers particularly FMCGs providers, a brand delisting will
cause a sales loss for the brand manufacturer. Therefore, many brand manufacturers feel massive
pressure to give in and improve buying conditions to favor the retailer. But can a brand
manufacturer resist a retailer's threat to delist its brands? If a brand delisting severely hurts retail
sales, it is easier for a brand manufacturer to oppose. The authors explore the impact of brand
delisting on store switching and brand switching using a controlled online experiment and in
store shopper survey. They develop and test a conceptual model with several antecedents of
consumers reactions to a brand delisting and conclude that brand equity, market share, and the
products level drive store and brand switching.
Laurens M. Sloot, Peter C. Verhoef
Journal of Retailing, Volume 84, Issue 3, September 2008, Pages 281296

Evaluating the Effect of Consumer Sales Promotions on Brand

Loyal and Brand Switching Segments
Abstract:
It is not surprising that most of the marketers resort to sales promotions to get the competitor's
market share. This paper reports the results of the effects of consumer sales promotions on 427

consumers. This study had attempted to explore the effect of consumer sales promotions on loyal
and non-loyal consumers in two Fast Moving Consumer Goods washing powders and shampoos.
Consumers were classified into two categories by their degree of loyalty towards the brand:
brand loyal consumers and non-loyal consumers also known as brand switchers. The study found
that consumer sales promotions have more pressure on the brand switchers as compared to the
loyal consumers. Also, among the various forms of consumer sales promotions and free gifts
have more influence on the brand switching behavior of consumers. Further, it was found that
economic status was not a crucial factor effecting consumer's brand loyalty.
Komal Nagar
Vision: The Journal of Business Perspective, October 2009; vol. 13, 4: pp. 35-48.

Study of Relationship of Demographic Factors with Brand Choice

and Brand Switching of Customers of Mobile Phone Service
Providers in Kolkata
Abstract:

Mobile phone service providers must understand the relationship between demographic profiles
of their customers and brand choice of their existing service provider firms. It is important for
mobile phone service providers to discover the relationship between demographic factors and
brand switching of customers. This article attempts to make a detailed study on important
demographic variables of customers affecting brand switching of customers. This study will
emphasize applicable aspects of prediction of switching liking of customers from one service
provider to another provider organization.
Shibashish Chakraborty and Kalyan Sengupta
Management and Labour Studies, February 2008; vol. 33, 1: pp. 28-52.

Perception of Product Attributes in Brand Switching Behaviour: An

Explanation Through Multidimensional Scaling
Abstract:
Brand loyalty and brand switching activities of the consumers are evergreen issues of research
and strategic importance to the marketers and academic researchers. Due to the globalization and

privatization, wonderful growth has been witnessed in the recent years and the market is flooded
with MNC brands to Indian and private labels brands in all product categories, right from
packaged flour to mobile phones. The current research aims to address the impact of product
attributes in brand switching behavior through multi dimensional scaling and results suggest that
a position of product attributes cause the intention to switch the current brand.
Ramakrishnan Venkatesakumar, D. Ramkumar, and P. Thillai Rajan
Management and Labour Studies, February 2008; vol. 33, 1: pp. 142-156.

Brand switching of high-technology capital products: how product

features dictate the switching decision
Abstract:
The purpose of this paper is to investigate the factors that strengthen brand switching of medical
imaging products by mass market users. The conceptual model is developed based on the

existing literature on B2B brand switching. An online survey was developed and distributed to
decision makers involved in purchasing medical imaging technology. The results confirm the
anticipation that product features is the most powerful factor foundation brand switching.
Product features are serious for medical organizations who want to maintain their competitive
advantage. The findings suggest that the set of factors that influence the decision to switch is
unique for users of different market segments in the same industry. Knowledge of the major
factors that cause users to switch is essential to allow firms to determine the strategy needed to
prevent the attrition of their market share. Although the literature reports considerable research
on brand switching, this study is a first of its kind in that it demonstrates that the factors
underpinning brand switching vary inside the same industry, based on the characteristics of each
market segment.
Sam Al-Kwifi, Zafar U. Ahmed, Dina Yammout
Journal of Product & Brand Management, Volume: 23 Issue: 4/5, 2014

Why do consumers switch brands?: Needs and expectations must be

monitored constantly
This paper aims to review the newest management developments across the globe and isolate
practical implications from progressive research and case studies. Consumers and suppliers claim
different perceptions of the determinants of brand switching. Determining what makes

a brand attractive is therefore a significant matter when defining the appropriate strategy to
prevent market share from finishing. It appears that no single model can explain consumers or
businesses brand

switching behavior

across

different

industries

and

products.

However, brand magnetism can be counted as the most common factor behind brand switching.
The paper provides strategic insights and practical thinking that have influenced some of the
worlds leading organizations.

Strategic Direction, Volume: 31 Issue: 11, 2015

The influence of product features on brand switching: the case of

magnetic resonance imaging equipment
Abstract:
This paper seeks to provide evidence that the long term success of capital intensive technology
product requires continuous addition of innovations in the form of new features and capabilities
that meet broad user preferences. A multi faceted approach to data collection is used to show that

product innovations in the form of specific features are the main motive for switching to a new
technology, consistent with the expectation that lead users seek technologies that maintain
leading edge positions. There are limitations to generalizing from this case study to other
industries. The findings can be generalized to industries with similar characteristics, such as
aircraft and heavy machinery manufacturing. In do so, managers should find a reliable strategy to
assess factors behind brand switching that is unique to their industry. Determining the main
factors behind switching is a critical matter when elaborating the appropriate strategy. Literature
reports huge research that investigates brand switching. However, most of it focuses on highly
competitive markets for consumer goods.
Sam O. AlKwifi, Rod B. McNaughton
Journal of Business & Industrial Marketing, Volume: 28 Issue: 5, 2013