Factors Affecting Switching among Smartphones: A Study on Brand-Switching Behaviour of Young Smartphone Users

Author

Reddy. Udaya Sri, Dr. Venkateshwara Rao. Podile, Guduri Nagaveni


Abstract

 The mobile telephone market is intensely competitive, and consumers can switch from one brand to another with relative ease. This research seeks to find out what reasons motivate mobile phone brand switching; in particular, dissatisfaction with product-performance, price/promotions, rival handsets, and innovation. Cross-sectional quantitative research was carried out, using a structured questionnaire incorporating demographic variables, usage-behaviour, and 15 Likert-type statements on the four areas, on a sample of 32 mobile phone users, reliability of data was acceptable (Cronbach's alpha 0.78 to 0.81 for three of four constructs, 0.92 overall). The area most marked for influence was product-performance (mean 4.03), followed by rival features (mean 3.77), and thirdly, price and promotional offers (mean 3.37). Factors most associated with and a predictor of switching intention were rival features (r=0.65, p<0.01), product-performance (r=0.57, p<0.01) and innovation (r=0.45, p<0.05), but not price/promotions (r=0.30, p>0.05). However, a multiple regression (R=0.48) revealed that 'rival features' was the only significant independent predictor. 46.9% of respondents had already switched. The implication of this study is that user's switch for 'what a phone does' and rival offers, not primarily for its price. However, caution is expressed because of a small sample size, and results should be regarded as a preliminary finding.



Keywords

Smartphone, Brand Switching, Consumer Behaviour, Product Performance, Competitor Features, Innovation, Switching Intention.



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