A Study on Factors Affecting Consumer Brand Switching Behavior in Prepaid Telecom with Special Reference to South Gujarat Zone

Abstract

This research explores the factors affecting brand switching behaviour among prepaid newlinetelecom consumers in South Gujarat, focusing on understanding the key drivers that lead newlineconsumers to shift from one telecom provider to another. In the highly competitive prepaid newlinetelecom market, where multiple providers offer similar services, consumers frequently make newlinebrand-switching decisions based on various factors such as price sensitivity, network quality, newlinecustomer satisfaction, and promotional offers. The study identifies psychological factors, newlinesuch as trust, emotional attachment, and perceived value, as significant influencers of newlineconsumer decisions. newlineIt uses a descriptive research design that combines both qualitative and quantitative approach newlinees to collect data through structured questionnaires. The study involved 500 participants from newlinefour cities in South Gujarat. To analyze the data and check the hypotheses about how factors newlinelike demographics, service quality and brand loyalty are connected, statistical methods such newlineas descriptive statistics, regression analysis and actor analysis were used. newlineIt uses a descriptive research design, employing both qualitative and quantitative methods to newlinegather data through structured questionnaires, with a sample size of 500 respondents across newlinefour cities in South Gujarat. Statistical techniques, including descriptive statistics, regression newlineanalysis, and factor analysis, were used to analyze the data and test the hypotheses related to newlinethe relationships between demographic factors, service quality, pricing, and brand loyalty. newlineThe findings suggest that while price sensitivity and network quality are the primary drivers newlineof brand switching, factors such as customer satisfaction, trust, and promotional offers also newlineplay significant roles. Additionally, demographic factors like age, income, and education newlineinfluence the likelihood of consumers switching brands. The research concludes by providing newlineactionable insights for telecom operators to improve customer retention strategies