A REPORT

ON
FACTORS INFLUENCING BRAND SWITCHING -
A STUDY WITH REFERENCE TO
TELECOMMUNICATION INDUSTRY

Submitted By
JOYAL GEORGE ANTONY
(Reg. No: 20PBA237)

Under the Guidance of

Dr. N ARUNSANKAR
ASSOCIATE PROFESSOR

Submitted in partial fulfillment of

the requirement for the award of the degree

Master of Business Administration

2020-2022
to
Mahatma Gandhi University,
Kottayam

Marian College Kuttikkanam (Autonomous)

Marian Institute of Management
Kuttikkanam P.O, Peerumade, Idukki
July 2022
 Marian College Kuttikkanam (Autonomous)
Marian Institute of Management
Kuttikkanam P.O, Peerumade, Idukki

CERTIFICATE

This is to certify that the problem centered research report entitled “FACTORS
INFLUENCING BRAND SWITCHING - A STUDY WITH REFERENCE TO
TELECOMMUNICATION INDUSTRY” submitted to Mahatma Gandhi University in
partial fulfillment of the requirements for the award of the MBA degree is a bonafide work
done by Mr. JOYAL GEORGE ANTONY (Reg. No: 20PBA237) during the Academic
Year 2020 - 2022 under my supervision and guidance.

Faculty Guide Director

Place: Kuttikkanam
Date: 31/07/2022
 DECLARATION

I, JOYAL GEORGE ANTONY, MBA student of MARIAN INSTITUTE OF

MANAGEMENT, MARIAN COLLEGE KUTTIKKANAM (AUTONOMOUS) do
hereby declare that the problem centered research project entitled “FACTORS
INFLUENCING BRAND SWITCHING - A STUDY WITH REFERENCE TO
TELECOMMUNICATION INDUSTRY” conducted under the guidance of Dr. N
ARUNSANKAR, Associate Professor Marian Institute of Management, Kuttikkanam in
partial fulfillment of the requirement for the award of the degree of Masters of Business
Administration is a bonafide study done by me. I also declare that this report has not been
previously formed or submitted for the award of any degree, diploma, fellowship or similar
other titles by any other university, similar institutions or to any other person.

Place : Kuttikkanam JOYAL GEORGE ANTONY

Date : 31/07/2022 Reg No : 20PBA237

 ACKNOWLEDGEMENT

First and foremost, I thank God almighty, who has showered his immense blessings upon
me to complete this venture successfully.

I take this opportunity to express my deep sense of gratitude, whole-hearted thanks and
profound respect to all those who guided and inspired me in the completion of this
organizational study.

I express my sincere gratitude to DR. T V MURALIVALLABHAN, Director, Marian

Institute of Management for his support, encouragement and permitting to undergo this
organizational study.

I am extremely happy to express my deep sense of gratitude to my guide, Dr. N

ARUNSANKAR who reviewed my ideas and had always been helpful to me in
providing valuable guidance and sincere encouragement throughout the period of this
study.

I also owe a debt of gratitude to my parents and classmates for their valuable support
rendered to me and I am thankful to all of them, without whose help I could not have
finished this organizational study.

JOYAL GEORGE ANTONY

 TABLE OF CONTENTS

Sl. No. DESCRIPTION PAGE NO

1 INTRODUCTION 1-6
1.1 Background of the Study 2-4
1.2 Significance of the Study 4-5
1.3 Objectives of the Study 5
1.4 Scope of the Study 5-6
1.5 Limitations of the Study 6
2 LITERATURE REVIEW 7-18
2.1 Consumer Brand Switching Behavior and 15-16
Telecommunication Industry
2.2 Brand Switching 16
2.3 Determinants of Brand Switching 16-18
3. METHODOLOGY OF THE STUDY 19-29
3.1 Consumer Behavior 20-22
3.2 Switching Barrier and Customer Retention 22-23
3.3 Telecommunication Sectors in India 23-26
3.4 Telecom Regulatory Authority of India (TRAI) 26
3.5 Mobile Number Portability (MNP) 26
3.6 Subscriber Churn 27
3.7 Research Hypothesis 27
3.8 Research Design 27
3.9 Sources of Data 27-28
3.10 Measurement and Scaling 28
3.11 Population 28
3.12 Sampling Technique 28
3.13 Sample Design 29
3.14 Method of data collection 29
3.15 Research Methodology 29
3.16 Drafting a questionnaire 29
4. DATA ANALYSIS, INTERPRETATION AND 30-47
INFERENCES
4.1 Sources of Data 31
4.2 Data Analysis and Interpretations 31-47
5. FINDINGS AND CONCLUSION 48-51
5.1 Findings 49-50
5.2 Key Learning 50
5.3 Conclusion 51
6. SUGGESTIONS 52-54
6.1 Suggestions 53
6.2 Recommendations 53-54
6.3 Scope for Further Research 54

7. BIBILOGRAPHY 55-56
8. QUESTIONNAIRE 57-59
9. APPENDIX
 LIST OF TABLES

TABLE NO. TOPIC PAGE

NO.
4.1 Age of Respondents 32
4.2 Gender of Respondents 33
4.3 Number of Respondents who use Mobile Phones 34
4.4 Type of Mobile Phone of the Respondent 35
4.5 Generation of Mobile Phone Connection of the 36
Respondent
4.6 Primary Mobile Phone Connection of the Respondent 37
4.7 Switching of the Service Provider 38
4.8 Number of Times Brand Switching is Done 39
4.9 Rate of Brand Switching 40
4.10 Mobile Number Portability (MNP) 41
4.11 Factors Influenced Brand Switching 42
4.12 Satisfaction of Respondents Towards Tariff Package 43
of their Service Provider
4.13 Satisfaction of Respondents Towards Customer Care 45
Service of Their Service Provider
4.14 Satisfaction of Respondents Towards Signal Strength 46
of their Service Provider
 LIST OF FIGURES

FIGURE FIGURE NAME PAGE

NO. NO.
3.1 Consumer Buying Process and Consumer Switching 22
Process
4.1 Age of Respondents 32
4.2 Gender of Respondents 33
4.3 Number of Respondents who use Mobile Phones 34
4.4 Type of Mobile Phone of the Respondent 35
4.5 Generation of Mobile Phone Connection of the 36
Respondent
4.6 Primary Mobile Phone Connection of the Respondent 37
4.7 Switching of the Service Provider 38
4.8 Number of Times Brand Switching is Done 39
4.9 Rate of Brand Switching 40
4.10 Mobile Number Portability(MNP) 41
4.11 Factors Influenced Brand Switching 42
4.12 Satisfaction of Respondents Towards Tariff Package of 44
their Service Provider
4.13 Satisfaction of Respondents Towards Customer Care 45
Service of their Service Provider
4.14 Satisfaction of Respondents Towards Signal Strength 47
of their Service Provider
 CHAPTER 1
INTRODUCTION

1
1.1 BACKGROUND OF THE STUDY :

India's telecommunication network is the second largest in the world by number of telephone
users with 1179.49 million subscribers as on 31 January 2021. India ranks as the world’s
second largest market in terms of total internet users. The government was keen to change this
with 5G, but launch in 2022 puts it way behind other countries. The total number of internet
subscribers increased to 757.61 million in January 2021. Over the last seven years, the Indian
Telecom Industry has grown significantly by 65%. The number of mobile towers increased
from 400,000 in 2014 to 660,000 in 2021. Similarly, the number of Mobile Base Transceiver
Stations have grown rapidly by 187% and increased from 800,000 in 2014 to 2.3 mm in
2021.The total mobile telephone subscriber base increased to 1,163.41 million in January
2021, from 1,153.77 million in December 2020.

However, the actual competition in the Indian telecom sector is between three major operators
i.e., Reliance Jio, Bharti Airtel and Vodafone-Idea which covers a total of 88.4% of the total
market. Remaining share is with BSNL company. Hence, Reliance Jio is the no 1 top telecom
companies in India based on the Market share. India's 4G-only operator, Jio, is victorious on
4G Availability as our users on its network spent the greatest proportion of time connected to
4G services 99.5%. Airtel is in second-place with a 4G Availability score of 98.3%, followed
by Vi's score of 92%, while BSNL lagged further behind with 63.6%. The number of internet
subscribers in the country is expected to double by 2021 to 829 million and overall IP traffic
is expected to grow four-fold at a CAGR of 30% by 2021.

In telecommunication industry, switching behaviour is increasing dramatically due to factors

like price, customer satisfaction, customer care services, perceived network quality, and

service quality. India is an intensely competitive market, so a rate hike is rare. The last

increase in rater was in 2019. Bharti Airtel was the first telco to increase the rates, followed
by Vodafone Idea and Jio.

The rate hike is important because the financial health of the Indian telcos is poor, and this
will not only help them garner funds for auction in 2022 but also allow them to upgrade the

2
networks for 5G. In Union Budget 2022-23 the Department of Telecommunications was
allocated Rs. 84,587 crore (US$ 11.11 billion). Revenue expenditure was allocated 36% and
capital expenditure 64%. FDI inflow in the telecom sector stood at US$ 38.25 billion between
April 2000-December 2021.

India's telecom network is the second biggest on the planet by number of phone clients (both
fixed and cell phone) with 1179.49 million supporters as on 31 January 2021. The Indian
portable economy is developing quickly and will contribute significantly to India's Gross
Domestic Product (GDP) as per a report ready by GSM Association (GSMA) in a joint effort
with Boston Consulting Group (BCG).

India positions as the world's second biggest market as far as complete web clients. The
complete number of web supporters expanded to 757.61 million in January 2021. The
complete remote or cell phone supporter base expanded to 1,163.41 million in January 2021,
from 1,153.77 million in December 2020.

India is additionally the world's second-biggest broadcast communications market. The

complete supporter base in the nation remained at 1,183.49 million, as of January 2021. Gross
income of the telecom area remained at Rs. 68,228 crore (US$ 9.35 billion) in the second from
last quarter of FY21.

Over the course of the following five years, ascend in cell phone infiltration and decrease in
information costs will add 500 million new web clients in India, setting out open doors for
new organizations.

Private-area and two state-run organizations overwhelm the communication section. Most
organizations were framed by a new upheaval and rebuilding dispatched inside 10 years,
coordinated by Ministry of Communications and IT, Department of Telecommunications and

3
Minister of Finance. From that point forward, most organizations acquired 2G, 3G and 4G
licenses and drew in fixed-line, versatile and web business in India. On landlines, intra-circle
calls are viewed as neighborhood calls while between circle are viewed as significant distance
calls. Unfamiliar Direct Investment strategy which expanded the unfamiliar possession cap
from 49% to 100%. The Government is attempting to incorporate the entire country in one
telecom circle. For significant distance calls, the region code prefixed with a zero is dialed
first which is then trailed by the number (i.e., to call Delhi, 011 would be dialed first followed
by the telephone number). For global calls, "00" should be dialed first followed by the nation
code, region code and neighborhood telephone number. The nation code for India is 91. A few
global fiber-optic connections incorporate those to Japan, South Korea, Hong Kong, Russia,
and Germany. Some significant telecom administrators in India incorporate the exclusive
organizations like Vi, Airtel, and Reliance Jio and the state-possessed organizations - BSNL
and MTNL.

1.2 SIGNIFICANCE OF THE STUDY :

Competition in telecommunication industry has been building to a great extent. Companies

even merge together to withstand competition. Brand switching also known as brand
jumping refers to the process in which a customer changes from buying one brand of a
product to buying another brand. In telecommunication sector, the brand switching cost is
relatively low, so consumers easily switch to another network, which offers competitive
prices and quality.

By analyzing the factors influencing brand switching companies can take steps for reducing
brand switching. The current study is to investigate the factors that influence brand
switching in telecommunication industry.

The competition in telecommunication industry is very stiff. The success of every business is
in retaining their existing customers and obtaining new customers. In this context brand
switching is opposite to the success of management plans and policies to retain their
customers. Brand switching behavior of consumers depends upon various factors like
satisfaction level, loyalty, customer service, switching barriers etc. Understanding the

4
influence of these factors is important in preventing brand switching. Thus, the problem under
study is stated as “FACTORS INFLUENCING BRAND SWITCHING - A STUDY WITH
REFERENCE TO TELECOMMUNICATION INDUSTRY”.

1.3 OBJECTIVES OF THE STUDY :

Primary Objective

• To study the factors influencing brand switching in telecommunication industry.

Secondary Objectives

• To identify the main reasons for consumer brand switching in telecommunication

industry.

• To understand the relationship between brand switching behavior and satisfaction

towards factors such as tariff package, overall network coverage, promotional
activities, customer services.

1.4 SCOPE OF THE STUDY :

Telecommunication industry has becoming very competitive day by day and customers are
being exposed to a number of choices. This study evaluates the factors that influence
customers to switch over other mobile service providers. Factors specific to brand switching
in telecommunication market are analyzed. The study covered cellular customers of
Kottayam district where sample is collected from three block panchayats namely Pala,
Poovathilappu and Pallicathodu.

The study seeks to explore the reasons that influence the brand switching behavior of the
consumers in the mobile telecommunication sector of Kottayam district in Kerala. The data
has been collected from Kottayam area through a structured self-administered questionnaire
survey on 100 respondents and frequency distribution, Pearson correlation model have been
used to analysis the data. The empirical results reveal that tariff package, signal strength and
customer care service have significant influence on consumers brand switching behavior.
The study shows signal strength and tariff plan plays the most important role in switching

5
the service providers and it was followed by network coverage, quality, internet package,
advertising, promotion, value added services and customer care services. Thus,
telecommunication operators should provide more focus on consumers choice criteria for
reducing switching rate.

1.5 LIMITATIONS OF THE STUDY :

• An in-depth study might not be done because of time constraints.

• Due to lack of time and other personal limitation the number of samples is limited to
100 respondents.
• The data for the purpose of the study is collected from respondents in Kottayam district
only.
• The chance of personal prejudices and bias were higher among the respondents.
• The study is limited and study has been conducted to understand switching behavior
with respect to the data collected from the sample chosen.

6
 CHAPTER 2
LITERATURE REVIEW

7
Following are the summaries of some studies conducted on topic related to brand
switching in telecommunication industry.

Kushboo Makwana, Nidhi Sharma and Swarnajeet Arora (2014)were conducted a

study on the topic” Factors Influencing Consumer Brand Switching Behavior in
Telecommunication Industry”.This study focuses on identifying factors influencing
consumer switching behavior in telecommunication industry. Hyper competition in the
telecommunication industry, availability of number of subscriber options for consumers,
diverse tariff rates offered by each player etc. influence consumers to switch service
providers. This research work identifies factors affecting the consumer brand switching
behavior in telecommunication industry and also explores whether these factors vary
among males and females. On the basis of questionnaires administered to consumers in
telecommunication industry, the study reveals that Value added services and Pricing
strategies are the two important factors that influence the consumer behavior while
switching the brands in telecom sector.

Richard Lee and Jamie Murphy, (2005), were conducted a study on the topic” From
Loayalty to Switching: Exploring the Determinants in the Transition”.This study
investigates determinants that cause mobile phone customers to transit from being loyal to
switching. He done his research in Australia and after research he can concluded that there
are some different factors which affect the customers switching intentions such as price,
technical service quality, Functional service quality, switching costs, etc. But, the rating
was given that price is the most important factor which affects the customers to switch
loyalties to another provider.

8
Muhammad Raza, Zaibunnisa Siddiqi and Shahzad Nasim (2015) conducted a study
on the topic “Factors Affecting Brand Switching in Telecommunication Sector”. The
purpose of this study is to identify what are the factors that influence the customer’s
decision to switch to another telecommunication service company. The scope of the study
is very important as mobile service industry is growing rapidly in Pakistan and this industry
is facing a huge competition and there is a massive number of users who are switching
from one brand to another so our study will be supportive in knowing those factors that
influence brand switching and in analyzing the customers preference. Variables of our
research are service quality, price, brand image, value offered, trust, satisfaction, customer
loyalty whereas the dependent variable is switching cost. This research indicates that there
are five factors play an important role in switching consumers in telecom industry. These
factors are service quality, brand image, trust, satisfaction and customer loyalty.

Harsh Arya (2016) conducted a study on the topic “brand switching in telecommunication
industry”. In this study he points out that due to stiff competition the customers are
frequently switched over one brand to another. This study is going to investigate brand
switching phenomenon in outlook of telecommunication industry. This study tried to find
out the factors that made the customers to switch over to new brands. In this study he
underlines that telecommunication industry is the most essential industries in the world. In
order to advantage over the competitor’s the companies have to innovate and do their best
for the customer satisfaction

Hira Ashfaq (2015) was led a review on the point "Elements Leading to Brand Switching
in Cellular Phones: A Case of Pakistan".This study examine those elements which impact
brand exchanging in cells in Karachi city. Step by step rivalry is presently turning out to
be more perplexing among the notable cell phone organizations. The point of the
exploration was to inspect the principle factors, for example, brand picture, item cost and
item includes that how they impact buyers to switch towards another phones. It was
additionally seen that generally purchasers switch towards another brand due to the brand
picture and progressed highlights. Numerous portable organizations are contributing the

9
substantial measure of cash to make their legitimate picture on the lookout. So that
organizations offer reasonable cost and progressed components to their clients. Purchasers
are more sensitive with regards to their cell marks that is the reason the presence of these
sort of components (brand picture, item cost and item includes) have found in the Karachi
city. Portable organizations keep dispatch diverse versatile sets in various costs to draw in
the portable clients. Since the outcomes and discoveries showed that buyers oftentimes
changes their mobile phones inside two years. In this way, organizations are constantly
zeroing in on their standing which have made on the lookout.

John Deighton, Caroline M. Henderson and Scott A. Neslin (1994) were conducted a
study on the topic ‘The Effects of Advertising on Brand Switching and Repeat Purchasing’.
This study deals with the effect of promotional measures on advertising and repeating
purchasing. The results suggest that advertising induces brand switching but does not affect
the repeat purchase rates of consumers who have just purchased the brand, a result
consistent with usage dominance rather than framing. They find the switching influence to
be largely confined between the current and previous purchase occasions. They illustrate
the magnitude of this effect and explore potential profitability.

Bateson 1995 expressed that the assistance quality is by and large conceptualized as a
demeanor, the assessment of the help advertised. Quality is essentially made up from a
progression of assessed encounters and are generally changes less relatively than
perspectives worked from the fulfillment feelings. Parasuraman et al. (1988) expressed that
the clients judge the assistance quality based on generally association's predominance and
greatness. As per (Gronroos, 2000) the assessment of administration quality by clients
could be judge through the cooperation cycle that precisely occurs or saw by clients leave
a basic effects on clients. (Parasuraman et al., 1988; Aydin and Ã-zer, 2005; Ismail et al.,
2006; and so forth) If administration is top notch it is viewed as a key to prevail in most
aggressive help markets. Numerous scientists have shown that the consumer loyalty and
the client's confidence in that help firm is straightforwardly impact by the assistance quality
being given. The pre-buy assumptions whenever satisfied with the sort of administration

10
quality being given the clients may be fulfilled. The telecom business which is essentially
the help business, the assistance quality is a significant factor to foster the consumer
loyalty's and steadfastness. (Gronroos 1984) examined the two unmistakable assistance
quality measurements which are specialized and practical quality. Specialized quality is
something that clients get as a finish of a dealings with the specialist organization. Where
as the utilitarian quality is something that has to do with how the assistance has been
conveyed. (McDougall and Levesque 2000) likewise breaks down the hypothesis of
specialized quality, albeit in the sort of center help quality for example item or
administration related contributions. As contrast with specialized quality, utilitarian quality
will in general be more significant in consumer loyalty. (Lim, Widdows, and Park 2006)
has distinguished the five unmistakable extents of cell administration quality, and the
roundabout and direct impacts on monetary worth, and enthusiastic worth on reliability
through consumer loyalty. These are typically network, charging, valuing, information and
client administrations. As per ( Johnson and Sirikit, 2002) the view of the clients about the
assistance quality influences their conduct aims. Despite the fact that on the off chance that
one telecom organization has been liked by the client to the over one more dependent on
the apparent nature of the help gave, that client may occupied with a repurchasing cycle
and that would most presumably prompts prescribing the particular specialist co-ops to
their friends.

Present day research has attempted to set up the bases for working on the comprehension
of clients' exchanging conduct and can be communicated in two fundamental regions:

(1) The variables and the cycles fundamental client exchanging choices.

(2) The specific factors that empower exchanging.

11
(The work of Roos 1999) He segregates among the three determinants of exchanging
choices utilizing the Switching Path Analysis Technique (SPAT): (a) Pushing determinants
(the premise to change to another provider). (b) Pulling determinants (factors that animate
the clients to come opposite to the first provider) and (c) Swayers (they don't cause
exchanging without help from anyone else; they can just reduce or build up the exchanging
choice).

However the greater part of the fixation is given to the particular factors that lead to
exchanging conduct literature.(Bansal et al.2005), Portraying from repositioning writing,
consequently make a model of clients' exchanging conduct that perceives the strategy by
which clients settle on a choice to switch specialist co-ops. (Roos 1999), He has likewise
recognized the determinants that assume a necessary part in clients exchanging conduct.
He has additionally underscored on push, pull and securing factors that are essential to the
exchanging system. (Keaveney 1995), Among his most huge progressive works,
characterize eight elements coming behind clients' exchanging choices in a large portion
of the help businesses, which incorporates center assistance breakdown, worker response
to support disappointments, fascination by contenders, valuing or burden. All in all with
the factors bring up above. It has likewise recognized the resulting as determinants of
clients' choices to switch providers: Customer Dissatisfaction (Swinyard and Whitlark,
1994), saw quality (Rust and Zahoric, 1993), awarenessof choices (Capraro et al., 2003),
area (Jones et al., 2003) and exchanging costs(Klemperer, 1995; Burnham et al., 2003).

(Keaveney 1995) has likewise recognized a few other driving elements that partner with
the client exchanging choice and those distinctions are the individual's mentality, conduct,
and obviously the socio-segment qualities .

Exchanging cost assumes a vital part widely in writing. Well exchanging cost shows up in
various terms to each scientist to (Benkenstein and Stuhlreier,2004) exchanging cost is
identified with helpless assistance quality and to (Gerrard and Cunnininggham, 2004) its

12
identified with the client's response to excessive costs where as to (Bowen and Chen 2001)
exchanging cost is consequently the activity taken by the client when the client get
disappoint. ( Burnham, Frelsand and Mahajan 2003),

He has arranged exchanging cost as the accompanying: (a) procedural exchanging costs,
(b) monetary exchanging costs, (c) social exchanging costs. Anyway these expense were
adversely connected with the client's exchanging standard of conduct.

Klemperer (1995) characterized the three sorts of exchanging cost (a) fake expense (b)
learning cost (c) exchange cost..

Where as the most significant is the exchange cost which shows that the client ought to
know about the expense causes while changing to another specialist organizations.( Jones,
Mothersbaugh and Beatty 2000) and (Sharma and Patterson 2000) they suggested that
exchanging costs are fundamentally the actual components in compelling exchanging.
(Bumham, Frels and Mahajam 2003) study in cross-industry determine that exchanging
cost, for example, monetary misfortune and doubts with the new specialist co-op deter
buyers from changing to other specialist organizations paying little mind to
disappointment. References of loved ones and tension for consistency could likewise
demoralize clients from exchanging through peers, assumption, customs and customary
qualities.

Consumer loyalty among hypothetical writings has been given a lot of thought. (Fornell
1992) characterized that fulfillment gets from the general evaluation relying on the
complete utilization and buy insight of the assistance contrasted and repurchasing
assumptions after some time.

13
The assessment that a client makes of any distinct exchange is known as Satisfaction. While
( Oliver 1980) expressed that " Satisfaction is a synopsis mental state coming about when
the feelings encompassing disconfirmed assumptions are combined with the buyer's earlier
sentiments about utilization experience".

In promoting written works, consumer loyalty has been a pointer in assessing the
connection among clients and specialist organizations.

As indicated by Li (2008), five feelings saw by clients as underneath are good:

(1) Satisfaction: the items can be acknowledged or endured;

(2) Content: the items carry individuals with a positive and cheerful experience;

(3) Relieved: the items eliminate individuals' negative state.

(4) Novelty: the items carry individuals with newness and energizing;

(5) Surprise: the items make client surprisingly satisfied

(Yi and Jeon, 2003) His review depends on the membership market . Clients fundamentally
buy in to cell phone administrations without any reason for exchanging, they will in general
stay steadfast with the current assistance until and except if a few elements brief them to
change to one more organization for further developed provisions or administrations. The
exploration shows that consumer loyalty is fundamentally couldn't be completely clarified

14
 through client maintenance that in case client is held he is fulfilled. There are other
fundamental elements to decide the exchanging. (Inger 2008) He investigated that the fine
comprehension of the feeling that assumes a significant part in client exchanging conduct
and distinguishes the event of negative particular feelings as far as unmistakable triggers.
The discoveries was that the feelings distinguished were situated in the relationship trigger
part and was massively communicated by the respondents during their exchanging conduct
in types of nervousness, disturbance, disillusionment and disappointment, stress strain and
so forth (Seth et al 2008) portrays in his review that to deal with the client saw
administration quality for a cell phone, it examines that the assistance quality credits is
vital though responsiveness is its most significant measurement, trailed by different
measurements like dependability, client network quality, affirmation ,sympathy and
physical assets. (Kalpana and Chinnadurai 2006) breaks down in their review named
"Special Schemes for Cellular Services". expressed that the expanded in contest and client's
changed taste and inclinations in all around the world provoking the organizations to
change their techniques also. The review uncovered that the ad assumes crucial part in
affecting the clients to switch over.

2.1 CONSUMER BRAND SWITCHING BEHAVIOR AND

TELECOMMUNICATION INDUSTRY :

2.1.1 BRAND :

Customers pick items they need not just based on item provisions and advantages yet
additionally based on the name of brand. A brand name assists them with separating an item
from other comparable items in market. The American Marketing Association (AMA)
characterizes a Brand as "a name, term, sign, or plan or a blend of them planned to
distinguish the labor and products of one dealer or gathering of venders and to separate them
from those of different merchants". A brand is a name, term, plan, image, or other element
that recognizes one dealer's item from those of others (www.businessdictionary.com).
Special plan, sign, image, words, or a mix of these, utilized in making a picture that
distinguishes an item and separates it from its rivals. Over the long haul, this picture becomes

15
related with a degree of believability, quality, and fulfillment in the shopper's psyche.
Legitimate name for a brand is brand name and, when it distinguishes or addresses a firm, it
is known as a brand name. A brand name can make and represent unwaveringness, trust,
confidence and mass-market request, contingent upon how the brand is showcased,
publicized and advanced.

2.2 BRAND SWITCHING :

Brand switching also known as brand jumping refers to the process in which a customer
changes from buying one brand of a product to buying another brand. It is consumer decision
to purchase a product brand different from that previously or usually purchased. Brand
switching can be instigated by price promotions, in-store displays, superior availability,
perceived improvements or innovations in competitive brands, desire for novelty, number of
available brands, perceived risk, frequency of purchase, changes in quality, or level of
satisfaction with the most recent purchase. Brand switching is a term used whereby
a customer changes to another brand or exhibits buying behaviour that possesses no loyalty
to buying one brand over another. It is a situation in which someone changes from
buying one brand of a product to buying a different brand. Brand switching can be defined
as termination of customer relationship with a particular service provider and continuation
of relationship with a new service provider.

2.3 DETERMINANTS OF BRAND SWITCHING BEHAVIOUR :

2.3.1 Network Coverage :

Network coverage means the geographical area in which a wireless network provider offers
cellular service for mobile phone (GSM) users. Network coverage is also defined as the
ability to connect with one phone to another anytime at any place (Kabir, Alam & Alam,
2009). Coverage is usually expressed as a percentage of the resident population who could
use cell phones outside their own home (Boohen & Agyapong, 2011). The network coverage

16
is the more important in telecommunication industry than call rate (Siddiqui & Javed, 2012).
Regular network failure makes the subscribers to switch to other brands.

2.3.2 Price :

Price is the amount of money being charged or in exchange for a product or service (Kotler,
2012). Consumers are likely to look for a lower price range product or substitute product to
purchase (Kunal & Yoo, 2010). Price has been considered to be a signifier of quality in
service businesses (Wilson et al., 2012). There are three components to the concept of price:
objective monetary price, perceived non-monetary price, and sacrifice (Zeithaml, 2008). The
objective monetary price (simply put, the amount of money paid for product) is not
equivalent to the perceived price (that is, the price as understood and recorded in the mind of
customer) since customers do not always know or remember the actual price paid for a
product. The perception of price fairness plays an important role in any exchange transaction.
Price plays a vital role in telecommunication market, especially for the mobile
telecommunication service providers.

2.3.3 Service Quality :

Service quality has been defined as the degree and direction between customer service
expectations and perceptions (Newman, 2001). Service quality as a multi-dimensional
construct is commonly based on customer judgements about service supplier and customer
interactions and services itself (Zeithaml et al., 1996). Chidambaram and Ramachandvan
(2012) defined service quality as the overall evaluation of a particular service firm that results
from comparing that firm’s performance with the customer’s general expectations of how
firms in that industry should perform. From customer point of view, quality means fitness
for use and meeting customer satisfaction. Service quality is important aspect that affects the
competitiveness of business.

17
2.3.4 Customer Service :

Customer service is the provision of service to customers before, during and after a purchase.
Sokefun (2011) define customer service as a series of activities designed to enhance the level
of customer satisfaction- that is, the feeling that a product or service has met the customer
expectation. Customer service may be provided by a person (sales and service
representative), or by automated means called self-service through the use of modern
technology. Customer service is organizational ability to supply their customer’s wants and
needs (Chinunda, 2014). Providing excellent customer service is the ability for an
organization to constantly and consistently exceed customers’ expectations. Atalik (2009)
states that the success of any organization lies in the hands of their customers, therefore
quality customer services are of essence to the organization because when customer is
satisfied with the products or services, then an organization is assured of great profits in all
ramifications. It is only customers who can put up or down the reputation of the company.
Customer service is the most important difference between one firm and its competitors. The
only firm which survives in business is the one which gives good customer service.

18
 CHAPTER 3
METHODOLOGY
OF THE STUDY

19
3.1 CONSUMER BEHAVIOUR :
Consumer is considered as nucleus of marketing process. All marketing decisions are based
on assumptions and knowledge of consumer behaviour. The term consumer behaviour is
used to refer to the totality of thoughts and actions of consumers in the market. The
American Marketing Association (AMA) defines consumer behaviour as “the dynamic
interaction of cognition, behaviour and environmental events by which human beings
conduct the exchange aspect of their lives”. The purchase of a product is output of a complex
psychological process undergone by consumers in recognising their needs, finding ways to
solve the needs and finally making purchase decisions. The buying habits of consumers are
greatly affected by their thought process and feelings. Consumer behaviour reflects totality
of consumers’ decisions regarding identification of needs, acquisition and consumption of
goods and services for satisfying the needs.

3.1.1 CONSUMER SWITCHING BEHAVIOUR :

After making purchase consumer will conduct an evaluation to know whether its actual
performance meets the expected levels. The larger the gap between expected levels and
actual performance, the greater the consumer’s dissatisfaction. Satisfied customers will
make repeat purchases, talk favourably about brand to others and pay less attention to
competing brands and its advertisements. A dissatisfied customer will switch to other brands
which may meet his expectations.

3.1.2 CONSUMER SWITCHING PROCESS :

Brand switching is the behavioural action of consumers with reference to their choice of
brand. Brand switching results if consumer decision to purchase a product brand differs from
that previously or usually purchased. The process of switching behaviour include following
stages;

20
1) Need Recognition :

When there is dissatisfaction occur about previous purchase in post purchase evaluation a
need for a better or satisfying brand occurs. Or when a need for repurchase occurs he will
consider an alternative brand.

2) Information Search :
In this stage he will try to acquire product related information different alternatives
available. And also he will acquire information about new brands in market.

3) Evaluation of motives for switching and barriers for switching :

In this stage consumer determines switching is necessary or not by evaluating various
reasons leading him to the decision of switching and barriers to switching such as switching
cost if costs are less the additional value he expecting, he will make switch.

4) Switching Action :
In this stage he selects the brand to be switched to and make his switching decision to
execution.

5) Post Switching Evaluation :

After making switching, a consumer evaluates the new brand to know whether its actual
performance meets the expected levels. If he is again dissatisfied, it will lead to further brand
switching to other brand or he may return to his previous brand depending upon the
evaluation of benefits derived (smallbusiness.chron.com).

21
 Consumer Buying Consumer Switching
Process Process

Need Recognition Need Recognition

Information Search Information Search

Evaluation of Evaluation of Motives and

Alternatives Barriers for Switching

Purchase Decision Switching Action

Post Purchase
Post Switching Evaluation
Evaluation

Figure No: 3.1

Consumer Buying Process and Consumer Switching Process

3.2 SWITCHING BARRIERS AND CUSTOMER RETENTION :

Switching barriers are the factors which prevent consumers from switching brands. There
are four major factors which deter customers from switching to an alternative service
provider. They are;

22
 1) Switching Cost :

Switching cost is a main factor having influence on customer retention. As the switching
costs increases, risk and burden on consumers are increased and dependency on service
provider gets increased as a result. Customer will compare switching costs and benefits of
switching and he will switch if switching costs are more compared to benefits from
switching.

2) Interpersonal relationship :
The long-term interpersonal relationship between company and customers offer a lot of
benefits to customers. Social benefits like fellowship and recognition, psychological
benefits like reducing anxiety and credit, economic benefits like discounts, time saving and
finally customisation benefits such as customer management etc. therefore interpersonal
relationship between company and customers is an important factor as switching barrier.

3) No availability of attractive alternatives :

When consumers do not find that they have various alternatives available or distinguished
image of alternative is better than current service provided, the possibility of consumers
switch is very low. Therefore, the attractiveness of alternatives is component building
switching barrier.

4) The service recovery :

The service recovery means the ability of service provider to solve the problem such as
customer dissatisfaction and service failure. The active effort of company to solve the
problem helps to build good relationship with customer. Therefore service recovery is a
component for switching barrier.(simplicable.com)

3.3 TELECOMMUNICATION SECTORS IN INDIA :

India ranks as the world’s second largest market in terms of total internet users. The total
number of internet subscribers increased to 757.61 million in January 2021. The total

23
wireless or mobile telephone subscriber base increased to 1,163.41 million in January 2021,
from 1,153.77 million in December 2020.
India is also the world’s second-largest telecommunications market. The total subscriber
base in the country stood at 1,183.49 million, as of January 2021.

The key players in Indian telecom industry are ;

Bharati Airtel Limited, is otherwise called Airtel, is an indian global media communications
administrations organization situated in New Delhi, India. It works in 18 nations across
South Asia and Africa, just as the Channel Islands. Airtel gives 2G, 4G LTE, 4G+ portable
administrations, fixed line broadband and voice administrations relying on the nation of
activity. Airtel had likewise carried out its VoLTE innovation across all Indian telecom
circles. It is the second biggest portable organization administrator in India and the second
biggest versatile organization administrator on the planet with over 457.96 million (45.796
crore) endorsers. Airtel was named India's second most important brand in the very first
Brandz positioning by Millward Brown and WPP plc.

Dependence Jio Infocomm Limited, working together as jio is an Indian broadcast

communications organization and an auxiliary of Jio Platforms, settled in Mumbai,
Maharashtra, India. It works a public LTE network with inclusion across every one of the
22 telecom circles. It doesn't offer 2G or 3G help, and on second thought utilizes just voice
over LTE to give voice administration on its 4G organization.

Jio delicate dispatched on 27 December 2015 with a beta for accomplices and
representatives, and opened up on 5 September 2016. It is the biggest versatile organization
administrator in India and the third biggest portable organization administrator on the planet
with over 42.62 crore (426.2 million) endorsers. In September 2019, Jio dispatched a fiber
to the home help, offering home broadband, TV, and telephone utilities. As of September
2020, Reliance Industries has raised ₹1.65 lakh crore (US$23 billion) by selling almost 33%
value stake in Jio Platforms.

24
Bharat Sanchar Nigam Limited d/b/a BSNL is an administration claimed broadcast
communications specialist organization settled in New Delhi, India. It is under the
responsibility for of Telecommunications, Ministry of Communications, Government of
India. It was joined on fifteenth September 2000 by the Government of India. Its high
ranking representative is assigned as Chairman and Managing Director who is a focal
government worker of the Indian Communication Finance Service framework. It gives
portable voice and internet providers through its cross country media communications
network across India. It is the biggest wireline media communications network specialist
organization in India with over half portion of the overall industry and fourth biggest remote
broadcast communications administrator.

Vodafone Idea Limited, working together as Vi , is an Indian telecom administrator with its
base camp situated in Mumbai and Gandhinagar. It is a container India coordinated GSM
administrator offering 2G, 4G, 4G+, VoLTE, and VoWiFi administrations.

Starting at 31 walk 2021, Vi has an endorser base of 283.71 million, making it third biggest
portable broadcast communications network in India and seventh biggest versatile media
communications network on the planet.

On 31 August 2018, Vodafone India converged with Idea Cellular, to shape another element
named Vodafone Idea Limited. Vodafone presently holds a 45.1% stake in the consolidated
element and Aditya Birla Group holds a 26% stake. Kumar Mangalam Birla heads the
blended organization as the Chairman. Ravinder Takkar, Ex-CEO of Vodafone Romania is
the current CEO of the organization.

On 7 September 2020, Vodafone Idea uncovered its new image personality, 'Vi' which
includes the incorporation of the organization's recent separate brands 'Vodafone' and
'Thought' into one brought together brand.

25
According to the most recent information distributed by the telecom controller Trai,
Vodafone Idea had the most elevated transfer speed of 6.7 mbps information speed in May
2021.

3.4 TELECOM REGULATORY AUTHORITY OF INDIA (TRAI) :

The entry of private service providers brought with it the inevitable need for independent
regulation. The Telecom Regulatory Authority of India (TRAI) was, thus, established with
effect from 20th February 1997 by an Act of Parliament, called the Telecom Regulatory
Authority of India Act, 1997, to regulate telecom services, including fixation/revision of
tariffs for telecom services which were earlier vested in the Central Government. TRAI’s
mission is to create and nurture conditions for growth of telecommunications in the country
in manner and at a pace, which will enable India to play a leading role in emerging global
information society. One of the main objectives of TRAI is to provide a fair and transparent
policy environment, which promotes a level playing field and facilitates fair competition.

3.5 MOBILE NUMBER PORTABILITY (MNP) :

Mobile Number Portability (MNP) allows subscribers to retain their present mobile phone
number when they switch from one service provider to another. One of the strongest anchors
for keeping good customers and preventing switching is the mobile phone number. The
trouble of changing numbers in itself is not such a strong deterrent, but the fact that
everybody needs to be informed of the changed number makes the activity undesirable. For
business customers, and all who depend on the mobile phone for work, etc., the change of
numbers could mean lost business. MNP acts as a catalyst for service providers to improve
their quality of service, introduce new & innovative products and services and improve the
mobile network coverage in order to prevent switching.

26
3.6 SUBSCRIBER CHURN :

Endorser stir alludes to the propensity of mobile phone supporters of switch suppliers.
Endorser stir is an essential unit of the telecom business, which is utilized to depict client
misfortune, all the more definitively characterized as the gross pace of client weakening
during a given period. It evaluates a specialist organization's client maintenance endeavors
and gives a knowledge into the development or decay of the endorser base just as the normal
length of support in the service.(www.investopedia.com)

3.7 RESEARCH HYPOTHESES :

Ho: There is no satisfaction towards the tariff package of the service provider
significantly influence the brand switching behavior.
Ho: There is no satisfaction towards the customer care of the service provider
significantly influence the brand switching behavior.
Ho: There is no satisfaction towards the signal strength of the service provider
significantly influence the brand switching behavior.
Ho: There is no significant influence between demographic factor such as age and brand
switching behavior.
Ho: There is no significant influence between demographic factor such as gender and
brand switching behavior.

3.8 RESEARCH DESIGN :

The research design using in this study is descriptive research design.

3.9 SOURCES OF DATA :

The study has based on both primary and secondary sources of data. Secondary research
was conducted first.

27
3.9.1 PRIMARY DATA :

Primary data is the data that is collected for the first time through personal experiences or
evidence, particularly for research. It is also described as raw data or first-hand
information. A well-structured questionnaire was prepared and shared to the consumers
and all questions are small in size.

3.9.2 SECONDARY DATA :

Auxiliary information is a recycled information that is as of now gathered and recorded by

certain analysts for their motivation, and not for the ebb and flow research issue. It is
available as information gathered from various sources like government distributions,
censuses, inward records of the association, books, diary articles, sites and reports, and so
on Optional sources incorporate archives, articles and web.

3.10 MEASUREMENT AND SCALING :

The survey was conducted through using non-comparative scaling techniques. A five-point
likert scale statements were used to measure the variables where 1 stands for strongly
disagreed and 5 stand for strongly agreed effect on the statements

3.11 POPULATION :

The total sample size is 100 and the respondents were from Kottayam district area.

3.12 SAMPLING TECHNIQUE :

A sampling technique is the name or other identification of the specific process by which
the entities of the sample have been selected. The purpose of sampling is to provide
various types of statistical information of a qualitative or quantitative nature about the
whole by examining a few selected units. Judgmental sampling is used.

28
3.13 SAMPLE DESIGN :

Non probability sampling is used to select the sample from the universe. Here, the
universe is consumers in Kottayam district and sample taken is 100.

3.14 METHOD OF DATA COLLECTION :

• This study had been conducted in various steps:

• Firstly, the relevant information had been collected to meet the need of objectives.

• Secondly, an analysis had been made.

• Thirdly, the finding and suggestion had been given.

3.15 RESEARCH METHODOLOGY :

The present study is based on descriptive research design as we wish to know the
reasons why consumers are switching in the telecommunication industry. Survey
research method is adopted to gather data on the variables determined. The target
population was 100 consumers using different mobile networks.

3.16 DRAFTING A QUESTIONNAIRE :

A questionnaire was framed to take the responses from the sample which was under study.
It was framed in such a way as to take opinion from those individuals who use mobile
phones. This questionnaire has a set of 14 questions to know the customers behaviors
towards their mobile service providers.

29
 CHAPTER 4
DATA ANALYSIS,
INTERPRETATION
AND INFERENCES

30
4.1 SOURCES OF DATA

The study has based on both primary and secondary sources of data. Secondary research
was conducted first.

4.1.1 PRIMARY DATA

Primary data is the data that is collected for the first time through personal experiences or
evidence, particularly for research. It is also described as raw data or first-hand
information. A well-structured questionnaire was prepared and shared to the consumers
and all questions are small in size.

4.1.2 SECONDARY DATA

Auxiliary information is a recycled information that is as of now gathered and recorded by

certain analysts for their motivation, and not for the ebb and flow research issue. It is
available as information gathered from various sources like government distributions,
censuses, inward records of the association, books, diary articles, sites and reports, and so
on Optional sources incorporate archives, articles and web.

4.2 DATA ANALYSIS AND INTERPRETATIONS

After collection of data, an analysis of the data and interpretation of the

results were made with reference to the objectives of the study. Analysis of
data were made by using tables, graphs, diagrams etc.

31
AGE OF THE RESPONDENTS :

Table No: 4.1 Age of respondents

No. of Respondents Percentage

Below 20 8 8
20-30 84 84
30-40 6 6
Above 40 2 2
Total 100 100
Source: Primary data

Figure No: 4.1 Age of respondents

Age of respondents

Below 20
20-30
30-40
Above 40

32
INTERPRETATION

The above table and pie chart shows the age wise classification of respondents. From the
pie chart it is clear that out of the total respondents 84% are in the age group of 20 to 30,
while 8% are belongs to the category of below 20 and 6% are in the age group of 30 to 40
20 and the remaining are above 40 years old. The above table reveals that the age
category of majority of respondents were belongs to 20-30 years old.

GENDER OF THE RESPONDENTS :

Table No: 4.2 Gender of respondents

No. of respondents Percentage
Male 75 75
Female 25 25
Total 100 100
Source: Primary data

Figure No: 4.2 Gender of respondents

Gender of respondents

Male
Female

33
INTERPRETATION

The above table and pie chart shows the gender wise classification of respondents. From
the graph it is clear that out of 75% of the respondents are male and 25% of the
respondents are female.

NUMBER OF RESPONDENTS WHO USE MOBILE PHONES :

Table No: 4.3 Number of respondents who use mobile phones

No. of respondents Percentage

Mobile phone users 100 100

Non mobile phone 0 0

users

Total 100 100

Source: Primary data

Figure No: 4.3 Number of respondents who use mobile phones

Mobile phone users

Mobile phone users

Non mobile phone users

34
INTERPRETATION

The above table and pie chart shows the number of respondents who use mobile phones.
All the respondents tells that they use mobile phone in their life.

TYPE OF MOBILE PHONE OF THE RESPONDENTS :

Table No: 4.4 Type of mobile phones of the respondents

Type of Mobile Phone No. of Respondents Percentages

100 100

Feature Phone 0 0

Total 100 100

Source: Primary data

Figure No: 4.4 Type of mobile phones of the respondents

Type of mobile phone using

Smart phone
Feature phone

35
INTERPRETATION

Out of 100 respondents 100% were using smart phone. It is clear from the above table that
all the respondents are smart phone users.

GENERATION OF MOBILE CONNECTION OF THE RESPONDENTS :

Table No: 4.5 Generation of mobile connection of the respondents

Generation of No. of Respondents Percentages

Mobile Connections

2 2

3G 9 9

4G 89 89

Total 100 100.0

Source: Primary data

Figure No: 4.5 Generation of mobile connection of the respondents

Generation of mobile connection

2G
3G
4G

36
INTERPRETATION

The above chart shows that out of 100 respondents 89%were using 4G mobile connection.
9% of the respondents were using 3G mobile connections and the rest of the respondents
were using 2G mobile connections. It is clear from the above table that majority of
respondents are using 4G mobile connections.

PRIMARY MOBILE CONNECTION OF THE RESPONDENTS :

Table No: 4.6 Primary mobile connection of the respondents

No. of Respondents Percentages

Jio 46 46

Airtel 20 20

BSNL 14 14

VI 20 20

Total 100 100

Source: Primary data
Figure No: 4.6 Primary mobile connection of the respondents

Current mobile service provider

Jio
Airtel
BSNL
VI

37
INTERPRETATION

Out of 100 respondents 46% were using jio mobile connection. 20% of the respondents
were using airtel mobile connection. 14% of the respondents were using BSNL mobile
connection and the rest were using vodafone idea ltd connection.

SWITCHING OF SERVICE PROVIDER :

Table No:4.7 Switching of service provider

No. of Respondents Percentages
Yes 52 52

No 48 48

Total 100 100.0

Source: primary data

Figure No: 4.7 Switching of service provider

Switching of service provider

Yes
No

38
INTERPRETATION

Out of 100 respondents 52% were switched their service provider. Rest of the
respondents were not switched their service provider and they are 48% of sample taken.
It is clear from the above table that more than half of the sample population were
switched their service provider.
{Questions for the respondents who switched their mobile connection from a service
provider to another.}

NUMBER OF TIMES OF BRAND SWITCHING IS DONE :

Table No: 4.8 Number of times of brand switching is done

No. of Respondents Percentages
Never switched 3 5.8
Only once 27 51.9
Twice 15 28.8
More than twice 7 13.5
Total 52 100
Source: Primary data
Figure No: 4.8 Number of times of brand switching is done

Number of times brand switching is done

Never switched
Only once
Twice
More than twice

39
INTERPRETATION

51.9% of 52 switched respondents were switched their mobile connections only once.
28.8% of respondents switched twice and 13.5% switched thrice. And 7 respondents
switched more than twice.

RATE OF BRAND SWITCHING :

Table No: 4.9 Rate of brand switching

Service Jio Airtel VI BSNL

connection

Jio - 6 2 8

Airtel 5 - 6 -
SWITCHED
VI 10 7 - 5
FROM
BSNL 12 5 7 -
Source: Primary data
Figure No: 4.9 Rate of brand switching
14

12
Rate of brand switching
10

0
Jio to Jio to Jio to Airtel Airtel Airtel VI to VI to VI to BSNL BSNL BSNL
Airtel VI BSNL to Jio to VI to Jio BSNL Airtel to to VI to Jio
BSNL Airtel

40
INTERPRETATION

This table is expressed in terms of percentages. From this table it is clear that majority of
the respondents are switched from BSNL and majority of respondents are switched to Jio.

Out of 100 respondents 52 respondents switched at least once. Most of the respondents are
switched from BSNL to other service providers like VI, Jio, Airtel etc. 10 respondents
switched from VI to Jio while 7 respondents switched from BSNL to VI and VI to airtel.

Out of 52 switched respondents 24 respondents switched from BSNL and 22 respondents

switched to VI Ltd.

MOBILE NUMBER PORTABILITY (MNP) :

Table No: 4.10 Mobile number portability

No. of Respondents Percentages

Yes 45 86.5
No 7 13.5
Total 52 100.0
Source: Primary data

Figure No: 4.10 Mobile number portability

Mobile number portability (MNP)

Yes
No

41
INTERPRETATION

The above table and chart shows that 45 respondents use mobile number portability for
switching. Out of 52 switched respondents 86.5% used MNP for switching. It is clear from
the above table that most of the respondents used Mobile Number Portability as mode of
switching to retain their number.

FACTORS INFLUENCED SWITCHING OF BRANDS :

Table No: 4.11 Factors influenced switching of brands

No. of Respondents Percentages

High tariff package 35 67.3

Poor signal 15 28.8

strength
Poor customer care 2 3.8

Total 52 100

Source: Primary data

Figure No: 4.11 Factors influenced switching of brands

Factors influenced switching of brands

High tariff package

Poor signal stregth
Poor customer care

42
INTERPRETATION

67.3% tells that poor signal strength is the reason for their brand switching. 28.8% tells that
tariff package of the previous brand is the most influenced factor for their brand switching.
And 3.8% tells that poor customer care is the most influenced factor for their brand
switching.

{Questions for the respondents who does’nt switched their mobile connection from a
service provider to another.}

SATISFACTION OF RESPONDENTS TOWARDS TARIFF PACKAGE OF

THEIR SERVICE PROVIDER :

Table No: 4.12 Satisfaction of respondents towards tariff package of their service
provider

Opinion No. of Respondents Percentages

Very dissatisfied 2 4.2

Dissatisfied 5 10.4

Neutral 13 27

Satisfied 21 43.8

Very satisfied 7 14.6

Total 48 100

Source: Primary Data

43
 Figure No: 4.12 Satisfaction of respondents towards tariff package of their
service provider

Satisfaction level

Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied

INTERPRETATION

From the above table and chart out of 48 respondents 14.6% are very satisfied with the
tariff package of the service provider and 43.8% are satisfied while 10.2% of respondents
are dissatisfied and 4.2% are very dissatisfied to this statement.

44
SATISFACTION OF RESPONDENTS TOWARDS CUSTOMER CARE OF
SERVICES THEIR SERVICE PROVIDER :

Table No: 4.13 Satisfaction of respondents towards customer care of services their
service provider

No. of Respondents Percentages

Very dissatisfied 1 2.1

Dissatisfied 6 12.5

Neutral 20 41.7

Satisfied 17 35.4

Very satisfied 4 8.3

Total 48 100

Source: Primary Data

Figure No:4.13 Satisfaction of respondents towards customer care of services their

service provider

Satisfaction Level

Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied

45
INTERPRETATION
From the above table and chart out of 48 respondents 2.1% are very dissatisfied and 12.5%
are dissatisfied with the customer care service of the service provider. 41.7% respondents
are neutral to this statement. 35.4% respondents are satisfied and 8.3% respondents are
very satisfied with the customer care service of the service provider.

SATISFACTION OF RESPONDENTS TOWARDS SIGNAL STRENGTH OF

SERVICES THEIR SERVICE PROVIDER :

Table No: 4.14 Satisfaction of respondents towards signal strength of services their
service provider

No. of Respondents Percentages

Very dissatisfied 6 12.5

Dissatisfied 6 12.5

Neutral 9 18.8

Satisfied 22 45.8

Very satisfied 5 10.4

Total 48 100

Source: Primary Data

46
Figure No: 4.14 Satisfaction of respondents towards signal strength of services their
service provider

Satisfaction level

Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very Satisfied

INTERPRETATION

From the above table and pie chart out of 48 respondents 12.5% are very dissatisfied and
dissatisfied with the signal strength of the service provider. 18.8% respondents are neutral
to this statement. 45.8% respondents are satisfied and 10.4% respondents are very satisfied
with the signal strength of the service provider.

47
 CHAPTER 5
FINDINGS AND
CONCLUSIONS

48
5.1 The Findings Of The Project Includes :

• In the sample most of the respondents belonged to 20-30 age category. There was less
percentage of respondents of more than 40 years of age.

• Most of the respondents are using 4g as their network mode.

• From the study it is clear that almost half of respondents are using Jio as their mobile
connection.

• More than half of the respondents switched their mobile service provider.

• More than half of the total respondents switched atleast once and more than one by
fourth of the total respondents switched atlest twice.

• From the responses of switched respondents it is clear that most of the respondents
switched from BSNL to Jio network, and from VI to Jio.

• From the 52 switched respodents most of the people uses MNP switching technique
that helped them to retain their number.

• The main reasons for switching behaviour is due to factors like price, customer
services, signal strength, inconvenience and service quality. From those factors high
tariff package is the main factor that influenced the respondents to switch their service
provider.

• From the total of Non switched respondents, almost half of the respondents are satisfied
with their current tariff package.

• From the total of Non switched respondents, one by third of the respondents are
satisfied with their customer care services.

• From the total of Non switched respondents, almost half of the respondents are satisfied
with their current signal strength of the service provider.

• On the basis of Chi square test there is satisfaction towards the tariff package of the
service provider significantly influence the brand switching behavior.

49
• On the basis of Chi square test there is satisfaction towards the customer care of the
service provider significantly influence the brand switching behavior.

• On the basis of Chi square test there is no satisfaction towards the signal strength of the
service provider significantly influence the brand switching behavior.

• On the basis of Chi square test there is significant relationship between age and brand
switching behaviour.

• On the basis of Chi square test there is significant relationship between gender and
brand switching behaviour.

5.2 KEY LEARNING :

• The study has explored some of the major factors that are influencing the consumers’
behaviour to switch their cellular services providers.

• Quality is the factor most preferred by customers.

• Among the different factors high tariff package and poor signal strength are the factors
that influenced the consumer behaviour while switching the brands in telecom sector.

• An understanding of these influencing factors allows managers to direct efforts and

resources in the most effective and efficient way to prevent consumers’ switching
behaviour.

• Favourable price package for the cellular services is very important in order to gain
loyalty, market share, and corporate image of the firm. . Price has been most influential
factor in decisions of customers regarding brand switching.

• On the other hand service providers charging low call rates have been succeeded in
stopping their customers to switch over other service providers. All customers do not
value reduction in prices of calls but they value quality of services.

50
5.3 CONCLUSION :

Telecom administrations are worldwide perceived as one of the main thrusts for in general
monetary improvement in a country. Telecommunication services are globally recognized
as one of the driving forces for overall economic development in a nation. They are also
one of the prime support services needed for rapid growth and modernization of various
sectors of the economy. The Government of India recognizes this fact and hence, has taken
several major initiatives to provide a business-friendly environment for companies in this
sector. They are likewise one of the excellent help administrations required for fast
development and modernization of different areas of the economy. The Government of
India perceives this reality and subsequently, has taken a few significant drives to give a
business amicable climate to organizations in this area.

This specific exploration pointed toward analyzing the variables impacting brand
exchanging in media transmission industry of India. Poll procedure has been utilized by
the analyst for gathering essential information. There were 52% respondents who have
encountered brand exchanging of specialist co-ops at any stage in their life. 48%
respondents have never exchanged versatile specialist co-ops. The discoveries of
examination propose that helpless sign strength and high levy bundle has been most
powerful factor in choices of clients with respect to mark exchanging. Then again specialist
organizations charging low call rates have been prevailed with regards to halting their
clients to switch over other specialist organizations.

As the market becomes more mature, mobile communication services become more
homogeneous and the competition for acquiring new customers and retaining the existing
customers becomes more intense, and as a consequence customer satisfaction is a critical
factor for mobile service providers to maintain and to improve their market share and
profitability. In competitive environment, organizations must consider other factors to
maintain their customers to get distinctive competitive edge. Therefore, to remain
competitive in the market, mobile operators have to identify the factors related to consumer
satisfaction and loyalty.

51
 CHAPTER 6
SUGGESTIONS

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6.1 SUGGESTIONS :

On the basis of findings of primary and secondary research some suggestions have been
proposed to the mobile service providers in order to stop their customers for brand
switching. These suggestions are as follows:

• Raise switching cost associated with the services so that because of high-cost customers
avoid brand switching and remain loyal with existing service provider.
• Provide high quality services to customers that must be accompanied by quality
customer care services and large coverage area so that customers do not get any reason
for switching towards other service providers.
• Maintain strong and appealing brand image so that customers remain loyal with the
brand.
• Assure customers that company will take stand in order to satisfy their needs so that
trustworthy relationship can be maintained on long term basis which ultimately
encourages customers to remain loyal with the company.
• Offer low charges accompanied by high quality services for stopping customers to go
for low charges of other service providers.

6.2 RECOMMENDATIONS :

• Raise switching cost associated with the services so that because of high cost customers
avoid brand switching and remain loyal with existing service provider.

• Provide high quality services to customers that must be accompanied by quality

customer care services and large coverage area so that customers do not get any reason
for switching towards other service providers.

• Offer low charges accompanied by high quality services for stopping customers to go
for low charges of other service providers.

• Introduction of 5G help the service provider to gain a large amount of new customers.

53
• Also, this study provides some valuable recommendations to practitioners to develop
policies to ensure that there is enhanced quality of service, affordable and attractive
packages for family and friends. They should be given more importance to suit
different people and offer continuous sale-promotions to its customers.

6.3 Scope For Further Research :

This Research found out the switching pattern post in the market. Further research can be
conducted in this area to find out consumer satisfaction post switching.

• Also, a study can be done to understand the satisfaction /switching behavior after the
launch of 5G.

• This study has tried to explore the factors that cause brand switching further research
can be done to find out factors with respect to various income level usage, occupation
and gender and their impact on switching in telecommunications.

• Also, a further can be made when the optical fiber rollouts by the end of 2024, vastly
improving internet service across the country.

• Apart from that, further study can be made on the security and the threat of data
breaches faced by the telecom industries.

• Also, there is a scope to study about any new entrants or rivals are coming to the
telecom industries.

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 BIBLIOGRAPHY

• Brand. (n.d.). Retrieved February 10, 2018, from businessdictionary.com:

http://www.businessdictionary.com/definition/brand.html

• Brand. (n.d.). Retrieved from en.wikipedia.org: https://en.wikipedia.org/wiki/Brand

• Brand loyalty. (n.d.). Retrieved from en.wikipedia.org:

https://en.wikipedia.org/wiki/Brand_loyalty

• Churn rate. (n.d.). Retrieved from www.investopedia.com:

http://www.investopedia.com/terms/c/churnrate.asp

• Consumer switching behavior. (n.d.). Retrieved from smallbusiness.chron.com:

http://smallbusiness.chron.com/concept-consumerswitching-behavior-65092.html

• Deighton John, H. C. (1994). The Effects of Advertising on Brand Switching and

Repeat Purchasing. Journal of Marketing Research, 31(1), 28-43.

• Harsh, A. (2016). Brand Switching In Telecom Industry. Journal of Exclusive

Management Science, 5(10), 1-3.

• Hira, A. (2015). Factors Leading to Brand Switching in Cellular Phones: A Case of

Pakistan. Journal of Marketing and Consumer Research, 32-41.

• Lee Richard, M. J. (2005). From Loayalty to Switching: Exploring the Determinants

in the Transition. ANZMAC. Retrieved from http://www.anzmac.org

• Makwana Khushboo, S. N. (2014). Factors Influencing Consumer Brand Switching

Behavior in Telecommunication Industry: An Empirical Study. Prestige e-Journal of
Management and Research, 1(1).

• Reasons for brand switching. (n.d.). Retrieved from www.marketing91.com:

http://www.marketing91.com/brand-switching/

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• https://www.researchgate.net/profile/Dr-
Kalyan/publication/335029530_A_Study_on_Factors_Influencing_Brand_Switching
_in_Telecom_Industry_in_India/links/5d4bc09e299bf1995b6ea324/A-Study-on-
Factors-Influencing-Brand-Switching-in-Telecom-Industry-in-India.pdf

• https://www.scirp.org/journal/paperinformation.aspx?paperid=8261

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 QUESTIONNAIRE
1. Age
Below 20 20-30 30-40 40-50 Above
50
2. Gender
Male Female
3. Do you use mobile phones?

Yes No

4. Which type of mobile phone now you are using?

Smartphone Feature phone

5. Which generation of mobile connection are you using?

2G 3G 4G

6. Which is your current primary mobile connection?

JIO AIRTEL VI BSNL

7. Have you ever switched your mobile connection from a service provider to another?
Yes No

IF YES, ANSWER ALL THE FOLLOWING QUESTIONS. IF NO, SKIP TO

QUESTIONS 13,14,15

8. How many times have you have switched your mobile connection?
Never switched Once Twice More than Twice

9. From which brand you have switched from and switched to

Jio to BSNL
Jio to VI
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 Jio to Airtel
VI to BSNL
Vi to Jio
Vi to Airtel
Airtel to Jio
Airtel to BSNL
Airtel to VI
BSNL to Jio
BSNL to Airtel
BSNL to VI

10.Do you avail the mobile number portability for switching? (✓)
Yes No

11. Poor signal strength of service provider is the reason behind in your brand switching?
Strongl disagree Disagree Neutral Agree
Strongly agree

12. Which among the following is the main reason for brand switching?
High Tariff Poor customer care Poor signal strength

Questions for the respondents who doesn’t switched their mobile connection from a service
provider to another.

13. How satisfied are you with the tariff package of the service provider?
Very dissatisfied Dissatisfied Neutral
Satisfied Very satisfied

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14. How satisfied are you with the customer care service of the service provider?
Very dissatisfied Dissatisfied Neutral
Satisfied Very satisfied

15.How satisfied are you with the signal strength of the service provider?

Very dissatisfied Dissatisfied Neutral

Satisfied Very satisfied

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