FACTORS INFLUENCING THE BEHAVIOR OF CONSUMERS SWITCHING BETWEEN BRANDS AND THEIR PREFERENCES IN THE MOBILE PHONE MARKET IN CHENNAI

FACTORS INFLUENCING THE BEHAVIOR OF CONSUMERS SWITCHING BETWEEN BRANDS AND THEIR PREFERENCES IN THE MOBILE PHONE MARKET IN CHENNAI

SAJESH.M1, DR. KARUPPASAMY RAMANATHAN2

1Student 2nd year MBA, School of Management, Hindustan Institute of Technology and science (Deemed to be University), Chennai. Email: sajeshmohanan@yahoo.in

2Dean, School of Management, Hindustan Institute of Technology and science (Deemed to be University),   Chennai. Email: deansom@hindustanuniv.ac.in

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Abstract - This study delves into the complex nature of brand preferences and brand switching behavior in the Chennai mobile phone industry. Researchers and marketers alike must keep up with the rapidly developing mobile technology industry by delving into the reasons why customers choose some companies over others. Combining quantitative surveys with qualitative interviews, the study adopts a mixed-methods technique to collect comprehensive insights. In order to identify trends and preferences in the process of switching brands, we polled a representative sample of Chennai's mobile phone customers. Also, customers' true feelings, thoughts, and reasons for being loyal or defecting can be better understood with the help of in-depth interviews. Brand dissatisfaction, perceived value for money, and peer recommendations are the main drivers of brand switching, according to key studies. Brand reputation, product characteristics, and after-sale service also play a big role in shaping consumer preferences. According to the findings, marketing methods, social influences, and individual experiences all work together to shape consumer choices.

Key Words:  Brand loyalty, customer happiness, customer perceptions, product attributes, brand reputation, satisfaction, value for money, marketing tactics, Chennai