Brand Switching Behavior in Indian Wireless Telecom Service Market

Abstract

Brand switching is a common problem for all the companies. Brand switching became a topic of discussion in Wireless Telecom Services Industry in India after allowing Number Portability by the Telecom Regulatory Authority of India (TRAI). TRAI allowed the Number Portability in 2010 in one state (Haryana) and finally launched it all over India in January 2011. Thus, the topic of the brand switching behavior of the consumers assumed greater significance for the wireless telecom industry. This study examines brand-switching attitude, information sources for brand switching, factors influencing brand switching and brand switching behavior. The study used primary data collected during August-November 2015. A survey was conducted among three consumer groups namely Businesspersons, Employees and Professionals divided equally among the three income groups and between males and females equally using stratified sampling technique. To have a national representation of the sample, six metropolitan cities of India (Delhi, Mumbai, Calcutta, Chennai, Bangalore and Hyderabad) were chosen to collect the data