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Brand Switching Behaviour of

Customers with reference to Mobile
Market in Lucknow City

Towards partial fulfilment of

Integrated Masters of Business Administration
(Babu Banarasi Das University, Lucknow)

Guided by- Submitted by-

Mr. Ritesh Krishna Sumit kumar yadav
Srivastava VIIIth Semester

Session 2016-2017
School of Management

Babu Banarasi Das University

Sector 1, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknwo (U.P.), India
Consumer-switching behavior refers to customers abandoning a product
or service in favor of a competitor's. For example, a customer might
move funds from one bank to another if she is dissatisfied with the
customer service at the first.

Consumer-switching behavior is an ever-present danger for a

business -- if you dont keep your customers happy, your competitors
might directly benefit.

Indian consumers more likely to switch brands,

firms: Accenture
88% of respondents switched firms in at least one
industry due to poor service, according to survey

Every time a customer switches a brand company suffers loss on each

customer it loses. Getting a new customer is much more costlier and
making them retain, instead keeping your current customer stick and
then get more customers is beneficial.

Smartphone Industry is growing at very fast pace and each and

every person has a mobile phone now a days whether its a basic
one or smartphone. Getting to know why people switch brands in
mobile market is very much required for companies to make them retain.


There are many factors that can affect this process as a person
works through the purchase decision. The number of potential influences
on consumer behavior is limitless .According to the black box model of
consumer behavior, there are two main stimuli that is related to buyers
response towards buying a certain product, in this research; mobile
Both are categorized as environmental factors which are
environmental stimuli and marketing stimuli. The marketing stimuli
are planned and processed by companies, whereas the environmental
stimulus are given by social factors. These two stimulus consists of
different elements whereas can cause different influences on consumer
behavior towards buying decisions. In consumers mobile phone buying
behavior, either both can influence buying decisions. But, which one can
be much more influencing than the other in terms of buying decisions
.When interviewing two subjects regarding the process involved, it
becomes apparent that each individual, although having very similar
needs, underwent slightly different thought processes to arrive at a


This study is mainly focuses on the leading brand preference for
mobile phone and the attitude of consumers belongs to low, middle and
high income groups are taken in Lucknow city. Everyone has got a mobile
phone today because it has many advantages.


The Primary Objective is to study the perception and

buying behavior of mobile phone users towards mobile
brands available.

The Secondary Objectives of this study are to identify:

Factors that influence decision making in purchasing
a mobile phone.
Major features, which a customer looks for in a
mobile before making a purchase
Factors, which help in increasing the sale of mobile
To analyze the consumer preference for brands of
smart phone.

Research Methodology
Research methodology is the procedure adopted for conduction the
research study.
Research methodology should be carefully planned as the accuracy.

Research Design:
1) Selecting the sample size.
2) Collection of data.

Data Information:
I. Primary Data:
1) Through Questionnaires
2) Through Personal Interaction

II. Secondary Data:

Secondary Data is the detail that which are available in the form of
face and figures. The sources of secondary data are-
1) Web Articles
2) Related Old Research Work
3) Smartphone Companies Data related to this research topic
Sample Plan:
Universe: Lucknow
Sample size : 50
Sampling Technique : Probabilistic

1) Since the study was dependent through limited resources so the
sample selected may not be truly reprehensive of entire universe.
2) The period of survey was very small and sample is of quit less so
interpretation is subject to further development.