Its a research work done by me & my group members. Qualitative data were conducted for this study. Hope it will help who are interested in this topic.

2. “HOW PEOPLE RESPOND TO MOBILE’S HI-TECH
BRAND”
GROUP MEMBERS
• FILZA JAWED 12317
• RUBIYA TAHIR 13784
• ABDUL SAMAD MUSANI 11268
• SYEDA BUSHRA ABRAR 11269
• UROOSA FATIMA 11407
• FATIMA 11290
• FIZA ISRAR 13686

3. INTRODUCTION
BACKGROUND:
• In Karachi, brand switching is more common in the cellular phones industry.
• Smartphone can be defined to be a device that enables the user to make telephone call and at the
same time has some features that allow the user to do some activities that in the past was not
possible unless using a computer or a personal digital assistant (PDA), such as sending and
receiving e-mails, improving an office document.

4. PROBLEM STATEMENT
“To study the factors which put an influence
on consumer’s behavior to switch to other
brand’s cell phone”

5. RESEARCH QUESTION
1) What are the major factors that contribute in brand switching of
mobile phones?
2) How factors leading to brand switching in cellular phones?
3) How consumers attract towards any cellular brand?

6. SIGNIFICANCE OF THE STUDY
• Technology is now updating in Karachi
• Latest mobile features and affordable product price
• Easy to place online orders, do online jobs, pay their bills
online and do banking transactions too because of this stylish
handsets.

7. OBJECTIVE OF THE STUDY
• To find out consumer prefer which type of cell phones to use and most desirable.
• When consumer purchase mobile what comes in the consumer mind and how many mobile
features influence on the consumer perception.
• To evaluate which mobile factors directly influence consumer’s mind to switch towards another
brand
• To examine the consumer loyalty towards cell-phone brands available in Karachi market
• To examine why consumers switch towards other competitor brand.
• To identify the driving forces of cell-phone buyers’ brand preference in Karachi market

8. LIMITATIONS
• Did not investigate the impact of consumer
demographics
• The research will be conducted on the wide area of
Pakistan

9. SCOPE OF THE STUDY
For this study, companies would be analyzing the
current needs and demands of the customers
exclusively in Karachi.

10. HYPOTHESIS
1. Ho: Brand experience will not have a direct positive effect on brand preference and repurchase
intention.
H1: Brand experience will have a direct positive effect on brand preference and repurchase
intention.
2. Ho: There is no significance difference between in marketing strategy of company to retain the
customer brand loyalty
H1: There is significance difference between in marketing strategy of company to retain the
customer brand loyalty
3. Ho: Price not influence a positive effect on consumer preference.
H1: Price influence a positive effect on consumer preference.

11. LITRETURE REVIEW
Technological advancement. Mobile price, design and technology put the impact
on the consumer like Wi-Fi, WhatsApp, messenger, e-mail, browsing etc. Hi-tech
and electronically industries should mainly focus on these factors:
• customer satisfaction and trust
• loyal in the long run toward the brands
• device price, value added amenities, valued amount, reliability, durability,
product features and functions, post services etc

12. • Marketing researchers have a great knowledge about the heavy price competition
which basically reduce customer loyalty and push customer retention.
• Independent variables likes repurchase, quality, loyalty, recommendations and
satisfaction factors lead to the switching cost
• researcher found that service quality, trust, perceived price & customer satisfaction
have a positive relationship with customer loyalty.

13. RESEARCH MODEL

14. VARIABLES
• Dependent variable:
-Brand switching in cellular phone
• Independent variable:
-Product Price
-Product Features
-Brand image

15. THEORITICAL FRAMEWORK
• Smart Phone
The most important thing that distinguished Smartphone from cell phones are the
features, Operating system, the operating system is what allows the Smartphone to
run its applications there are different operating system, such as iPhone runs IOS,
BlackBerry runs The BlackBerry OS, other kind of handsets runs Google’s
Android OS, HP’s web OS, and some other runs Microsoft’s Windows Phone

16. • Brand
Example Apple, IBM, Microsoft was worth around $80 million and above
• Brand Experience
“A customer has with your company and its product or service”
• Price
In the race to get the specification sheet prices have easily crossed Rs 60,000 - and
even Rs 75,000
• Brand Awareness
“Have you been exposed to the brand before?, What brands of the product class can
you recall?, “top of mind” the first brand recalled or the only brand recalled

17. METHODOLOGY
The study discussed the procedure of various research methods by which this study comes to an
end.
RESEARCH PROBLEM
What factor influence the consumer behavior to switch to another brand of cell phone?
RESEARCH PHILOSOPHY
• Positivism approach used for this study which represents that the study is linked and it’s based
on reality.
• Deductive approach used because this approach is used for theory testing.
• Mixed method is applied to generate the findings of this study.
• Quantitative as well as qualitative methodology, is used

18. DATA COLLECTION
Both kind of information used in this study.
Secondary data
• News papers,
• Research articles,
• and other relevant websites.
Primary data
• Interview
• and questionnaire.

19. RESEARCH DESIGN:
• There is huge number of population available in this research for gathering data,
• Convenient and snowball sampling was used for this research.
SAMPLE SIZE
The sample size of this study is 100.
• There were 80 questionnaires filled out by the consumer
• Interview is conducted by 20 users of smart phones
RESEARCH SCALE:
• Nominal and ordinal scale used for questionnaire.

20. DATA ANALYSIS
Understanding consumer behavior
• consumers buy a particular handset more for its utility than for its aesthetics…
Understanding brand preference
• Samsung has been the most dominating brand in Karachi
Price ranged
• The price of the phone matters to the sample size of our research as 57% agree
Features
• Play an important role for switching cell phone

21. RECOMMENDATIONS
• The survey and analysis that we have conducted has brought out certain interesting facts and
given insights into the buyer behavior in case of mobile handsets.
• Using these insights we suggest a few recommendations to the handset brands to beat the ever-
winning brand SAMSUNG.
• How to be on top of the game?
-Focus On Product & Price
-Be a Technology Driven Company
-Utility more important…Aesthetics come second…

22. CONCLUSION
• The purpose of this study is to examine those factors which impact brand switching in
cellular phones in Karachi city. Now Pakistan has emerged as the fastest growing
market in the world. Mobile phones are now becoming the necessity of life. Day-by-day
competition is now becoming more complex among the well-known mobile phone
companies.
• The study reveals that by providing advanced features, reasonable pricing strategies
and best brand image to customers, the mobile companies can control over brand
switching and can retain their customers also.