A RESEARCH PROPOSAL ON

Factors Influencing Brand Switching In Telecom Industry Among

The Mobile Phone Users Of vidhyanagar &Anand

Submitted to: Submitted By:

Dr. Hitesh Parmar Vishali Tickoo (17M42)
Ankit Maurya (17M04)

G.H Patel Institute of Business Management

INTRODUCTION
• India is the world’s second largest telecommunication market, with over
1.17 billion subscribers as of June 2018.

• India is also second largest Smartphone market and will have almost one
billion mobile subscribers by 2020.

• The number of smart phone users in India is estimated to hit 337 million
by the end of 2018. The number of smart phone users in India would reach
490.9 million by 2022.

• Revenues from telecom equipment sector are expected to grow to us$ 26.38
billion by 2020.
LITERATURE REVIEWS
• Factors influencing brand switching in telecommunication: a case study of Rajkot
city of Gujarat (2007).
Chavda Viral Research Scholar Suarastra University, Rajkot.
This article states that inconvenience, services failure and price of call, SMS, GPRS are the
reasons behind brand switching but service failure did not that much affect brand switching.
Mobile service providers can control these factors to make mobile subscribers loyal and to retain
them on their network.

 Brand Switching Behavior in Indian Wireless Telecom Service Market (2007).

Dr. Uppu V. Adinarayana Rao1 , Dr. Pujari V.C.S.M.R2 & Dr. Raghava Rao Gundala.
The quality of services is the most influencing factor, followed by price and product
features and applications influencing brand-switching behavior. The consumer prefers to
switch brands when competitors offer additional service features or when they found that
there are no product improvements in the existing brand for a long time.
 CONT.
• Factors Affecting Brand Switching In Telecommunication Sector (2009).
Muhammad Raza , Zaibunnisa Siddiqi, Shahzad Nasim
All are Assistant Professor: Dadabhoy Institute of Higher Education
This research indicates that there are five factors play an important role in switching consumers in
telecom industry. These factors are: 1. Service Quality 2. Brand Image 3. Trust 4. Satisfaction 5.
Customer Loyalty.

 Determinants of Brand Switching in Mobile Service Providers (2012).

Prof.Dr. Abdul Ghafoor Awan Dean, Faculty of Management and Social Science, Institute of
Southern Punjab, Multan-Pakistan.
Our study concludes that reason behind switching is caused by factors such as price, inconvenience,
customer services, customer satisfaction, and service failure. As concerns to preferences of customer
excluding existing services dissonance they have other priorities of innovative VAS and new
technological attractiveness
OBJECTIVE OF THE STUDY
1.To find out the reason for selecting a telecom service provider among
customers of Vallabh Vidyanagar and Anand.

2.To find out the reason of switching to another telecom service provider
among customers of Vallabh Vidyanagar and Anand.
SAMPLING DETAILS
 Target Element: Consumers using Smartphone with dual SIM.
 Data collection tool:- Structured Questionnaire.
 Target Unit: Consumers of Vidyanagar and Anand.
 Sampling Size: 100
 Year: 2018
 Sampling method: A non-probabilistic convenience sampling method will be
used in this research.
 Data Analysis tool:- SPSS.
DATA AND FINDINGS
DEMOGRAPHICS
OBJECTIVE RELATED QUESTION
The factor analysis is being conducted to identify the few
affecting factors out of all the listed variables. This is further
cross analyzed with demographic profile of the respondents. The
table shows the list of all factors and its descriptive statistics.
Factor Analysis is conducted by following steps.
 The first step to conduct factor analysis is KMO and Bartlett’s Test.
 KMO value denotes adequacy of data to run factor analysis. In this research, the KMO value is
0.793. Bartlett’s value denotes that weather the correlation matrix is identity matrix or not.
 If the correlation matrix is identity matrix then factor analysis cannot be conducted. In this research,
the Bartlett’s value of significance is 0.000, hence it is not the identity matrix and further factor
analysis can be conducted.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.793

Bartlett's Test of Sphericity Approx. Chi-Square

554.560

df

136

Sig.

.000
 FACTOR EXTRACTION
Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

1 5.335 31.382 31.382 5.335 31.382 31.382 2.672 15.717 15.717

2 1.978 11.637 43.019 1.978 11.637 43.019 2.229 13.112 28.829

3 1.413 8.311 51.330 1.413 8.311 51.330 2.216 13.035 41.864

4 1.260 7.409 58.739 1.260 7.409 58.739 2.214 13.021 54.885

5 1.105 6.497 65.237 1.105 6.497 65.237 1.760 10.352 65.237

6 .916 5.387 70.624

7 .741 4.357 74.981

8 .710 4.177 79.157

9 .619 3.643 82.800

10 .595 3.499 86.299

11 .451 2.653 88.952

12 .421 2.475 91.427

13 .365 2.146 93.572

14 .340 2.001 95.574

15 .313 1.843 97.416

16 .232 1.365 98.782

17 .207 1.218 100.000

NAME OF THE FACTORS
 Factor-1 Service & Offer.
 Factor-2 Influencers.
 Factor-3 Brand & Advertisement.
 Factor-4 Value for Money.
 Factor-5 Poor Service
 DESCRIPTIVE STATISTICS
Test Statisticsa,b

REGR factor score 1 for REGR factor score 2 for REGR factor score 3 for REGR factor score 4 for REGR factor score 5 for
analysis 1 analysis 1 analysis 1 analysis 1 analysis 1
Kruskal-Wallis H .069 .055 .109 1.482 .028

df 1 1 1 1 1

Asymp. Sig. .793 .814 .742 .223 .866

COMPARING THE DATA OF VARIOUS FACTORS WITH RESPECT TO AGE

H0 :- There is no significance difference between the test factor and the grouping variable (age).
 Test Statisticsa,b

REGR factor score 1 for REGR factor score 2 for REGR factor score 3 for REGR factor score 4 for REGR factor score 5 for
analysis 1 analysis 1 analysis 1 analysis 1 analysis 1
Kruskal-Wallis H 6.258 .271 .722 .467 3.131

df 4 4 4 4 4

Asymp. Sig. .181 .992 .949 .977 .536

COMPARING THE DATA OF VARIOUS FACTORS WITH RESPECT TO PROFFESION

H0 :- There is no significance difference between the test factor and the grouping variable (profession).
 Test Statisticsa,b

REGR factor score 1 for REGR factor score 2 for REGR factor score 3 for REGR factor score 4 for REGR factor score 5 for
analysis 1 analysis 1 analysis 1 analysis 1 analysis 1
Kruskal-Wallis H 3.098 3.351 4.333 4.614 3.431

df 3 3 3 3 3

Asymp. Sig. .377 .341 .228 .202 .330

COMPARING THE DATA OF VARIOUS FACTORS WITH RESPECT TO ANNUAL-INCOME.

H0 :- There is no significance difference between the test factor and the grouping variable (Annual-income).
 CHI SQUARE TEST
•H0: There is no association between Chi-Square Tests

gender and frequency of porting done.

•Ho cannot be rejected.

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square

.736a 4 .947

Likelihood Ratio

1.035 4 .904

Linear-by-Linear Association

.431 1 .511

N of Valid Cases

99
CONCLUSION
 The main objective of the research was to study the factors that affect the
brand switching in telecom industry among the customer of vallabhvidhya
nagar and anand.
 This research considered various factors like service quality, brand image,
VAS service offered, problem resolution, advertisement etc. which affect the
switching decision of consumer in telecom industry.
 According to the statistical data available we can say that the factors that
affects the decision of choosing or switching a telecom service provider
varies from person to person. It depends upon ones personal choices and
reason and there is no specific reason found for choosing or rejecting a
service provider.