FACTORS AFFECTING BRAND PREFERENCE OF

MOBILE PHONES INSIDE THE VALLEY

Submitted by

Ajesh Rijal

2017-2-45-0573

A Proposal submitted to Pokhara University in partial fulfilment

Of the requirement for the degree of

Bachelor of Business Administration in Banking and Insurance

Submitted to:

Ace Institute of management College

Pokhara University

Kathmandu

October 2020
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LIST OF TABLES

LIST OF TABLES............................................................................................................................................................................. 1
CHAPTER I- INTRODUCTION..............................................................................................................................................3
1.1 Background............................................................................................................................................................................ 3
1.2 Cause of interest on the theme........................................................................................................................................5
1.3 Significance of study........................................................................................................................................................... 6
Chapter-2 Literature Review..................................................................................................................................................6
 Research Hypothesis........................................................................................................................................................9
Chapter -3 Research Design and Methodology............................................................................................................10
3.1 Research strategies..................................................................................................................................................10
3.2 Sampling- Sampling method....................................................................................................................................10
2.3 Unit of sampling......................................................................................................................................................... 10
3.4 Study setting................................................................................................................................................................. 10
CHAPTER 4-DATA ANALYSIS...........................................................................................................................................11
4.1 Demographic information..............................................................................................................................................11
4.1.1 Age.................................................................................................................................................................................. 11
4.1.2 Gender........................................................................................................................................................................... 12
4.1.3 Brand............................................................................................................................................................................. 13
4.2 Descriptive analysis..........................................................................................................................................................14
4.2.1 Product attributes.....................................................................................................................................................14
4.2.2 Brand image................................................................................................................................................................ 15
4.2.3 Advertisement............................................................................................................................................................ 16
4.2.4 Social influence..........................................................................................................................................................17
4.2.5 Brand Preference......................................................................................................................................................18
5. Expected results........................................................................................................................................................................ 19
6. Ethical statement...................................................................................................................................................................... 20
7. Timeline........................................................................................................................................................................................ 20
REFERENCE................................................................................................................................................................................. 20

Table1.2:Gender 10
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Table 1.3:Brand 11

Table 1.4:Product Analysis 12

Table 1.5:Brand Image 13

Table 1.6:Advertisement 14

Table 1.7:Social Influence 15

Table 1.8:Brand Preference 16

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CHAPTER I- INTRODUCTION

1.1 Background
Mobile phones are the main technological aspect that have revolutionized change in
electronic world and is considered as the fundamental means of communication (bedari,
2016). Mobile phones have dominated most of the people in everyday aspect. Mobile
phones are being used in a variety of ways such as means of communication, making a
call, reading and also capturing memories. Since the use of mobile phones is expanding
day by day with new features and advancements, people tend to choose the mobile phones
according to their preference. People evaluate certain factors while preferring brands of
mobile phones. Brand preference refers to consumer’s decision to choose a particular
brand over wide varieties.

HWANG, (2011) Brand preference is the scope in which customer chooses the
required service provided by a particular business over the similar services provided by its
competitors. kumar, (2014) People tend to prefer those brands which provide clear
information, awareness and add value to the product. (Ingavale et.al , 2012)Brand
Preference isn't just about the item's image yet it manages interest for a specific brand of an
item, as opposed to for only a kind of item.It is about company’s brand, the extent to which
consumers prefers your brand over all other available brands.

(Farooq & Ali, 2018) Branding in Asian countries, like China, has pricing
flexibility and easy functionality which can capture customers globally and can hold in
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international markets. Whereas in India consumers are strongly attracted toward the brand
which they can afford according to their wealth. Many Chinese mobile phone companies
have been able to successfully capture the global market such as Huawei, Oppo, Xiaomi,
and Lenovo. (M.Malasi, 2012) Various aspects of product and brand attributes were
considered such as colour themes, visible name labels, and mobile phone with variety of
models, packaging for safety, degree of awareness on safety issues, look and design of the
phone. Besides the features additional accessories which make the phones more attractive
such as phones cases, pop sockets also influence the consumers to purchase the mobile
phones. (Farooq & Ali, 2018) It is important to know the culture of the consumers all over
the world to shape and enhance the products so a new brand can successfully promote in
the market. Farooq & Ali, (2018) It was discovered that a new brand can compete with the
strong brands by building their products appearance, designs and functioning in such a way
that it is better and more effective than the existing brands in the target market.

Not much of a study related to brand preference of mobile phones inside the valley
(Kathmandu, Bhaktapur, Lalitpur) has been conducted till date. It is seen that most of the
people prefer iPhone as their brand whereas LG is the less recognized brand inside Nepal.
Most of the youth in Kathmandu possess mobile phone of price range above NRS
20,000while very few possess mobile brand of price range below NRS 5,000. It is seen that
brand attributes have great impact on the buyer’s brand preference of mobile phones
(Dhital, 2013) there is an issue of hard challenge among different brands of cell phones in
the market. Consistently another telephone is driven with improved highlights and
innovation. Brand inclination has oppositely affected the advertisers just as customers. For
advertiser's increment in rivalry prompts decline in deals for cell phones as piece of the
overall industry is currently partitioned among more dealers. For buyers, it includes
opportunity cost, for example cost of previous best interchange. In present setting, cell
phone has an enormous effect in lives of individuals day by day. In our nation the cell
phone industry is still in its development arrange, when contrasted with the mechanically
driven nations. It is for the way that the economy of our nation has been in the creating
stage. Presently a-days, the clients are progressively powerful. Their taste, needs and
tendency are changing with the advance progress in innovation and correspondence with
the outside world. With the expansion in cell phone marks in the market, bunches of
portable sellers are springing up old built up brands and new brands of mobiles are
entering the market. With the expansion in rivalry locally just as from worldwide vendors,
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Nepalese cell phone sellers are preparing new and limited time battles and plans to pull in
the clients.

1.2 Cause of interest on the theme

Sthapit, Sharma, and WIlaiporn Laohakosal,(2018) The present study indicates that
Nepali buyers are more likely to purchase smart phones if they find attractive product
attributes such as features, quality, price according to their need and income. Furthermore,
the mobile phone marketers need to design their strategy considering the product features,
compatibility with lifestyle and social sphere desired by the buyers, while promoting their
respective brands. The fact that this competition has provided the consumer a wide variety
of mobile phones to choose from at the same time there is also confusion prevailing in the
minds of consumer about which of particular mobile phone suits their requirements the
most. Underdeveloped countries are not brand conscious comparing to underdeveloped
counties.
Among all features of the phone highly influences consumer purchase decision the
cellular phone provider must manufacture phone with high-end features, users will
definitely purchase even if it is costly (Walia& Singla, 2017). The first priority of many
consumers is improvement in product’s feature rather than price as providing what is
highly demanded by consumers may help cellular phone manufacturer to improve their
profit and sales (Soloman, 1992). It has been stated by John A. Howard and Sheth that
brand loyalty has been significant in the marketing literature for the past three decades. We
can also say that customers may remain loyal when they receive the desired satisfaction
and are pleased with the brand (Fornell, 1992).
Mobile phones are becoming the most important part of human lives. People need
their phones every once in a while. In a developing country like Nepal, even though the
economy is not stable people are very dynamic. They prefer mobile phones according to
various factors that they feel are good for themselves. With the introduction of many
brands in the Nepalese market, it has become a tough competition for companies to
establish a good position in the market. The major problem identified regarding mobile
phones is to determine the most preferred brand and the factors that affect brand preference
in the market. The major concern for a marketer is to understand what a consumer seeks in
a mobile phone so that they can deliver it to the market. Since there has not been any study
conducted towards factors affecting brand preference in Nepal, this study will help us to
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determine the factors that are necessary for brand preference of mobile phones so that
marketers can have a sense towards where the market is going and what can be done to
grab the market.

No other study regarding the factors affecting the brand preference of Mobile
Phones in Nepal has been done. With regard to that our study focuses on what affects the
brand preference of Nepalese people while buying a mobile phone. This study aims to find
the major factors which affects people choice. Hence, a detailed research on Factors
affecting Brand Preference of Mobile Phones in Nepal is going to be carried out so as to
know about the things which affect consumers buying decision of mobile phones inside
Nepal.

1.3 Significance of study

 Purpose

This research is conducted to fulfill requirement of completion of the course Project Work.

 Implication.

This study has been conducted to examine the relationship of Product attributes, advertisement,
brand image and social influence with Brand preference of Mobile Phones inside the valley
and also to analyse whether brand preference remains same among all age groups and both
gender

Chapter-2 Literature Review

Shanka M. S., (2016) examined to investigate the factors affecting the decision of buying
mobile phone devices in Hawassa town. The important factors i.e. price, social group,
product features, brand name, durability and after sales services were selected and
analysed. The objective of this research was to investigate the underlying factors that
determine the decision to purchase mobile phone devices. It indicates that all the six
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independent variables (price, social influence, durability, brand name, product feature and
after sales service) combined significantly influence the consumers buying decision of
mobile phone devices.

Walia & Singla, (2017) with the view to analyse the actual factors affecting purchase
behaviour of consumers. The market is promising for the brands like Samsung, Micromax
and Apple. According to this study, all the six variables i.e. price, durability, features,
external appearance, brand name and handle-ability have positive influence and significant
impact on consumers purchase decision. Among all features of the phone highly influences
consumer purchase decision the cellular phone provider has to manufacture phone with
high-end features, users will definitely purchase even if it is costly.

Kumar &Selvi, (2017) emphasized that the consumer behaviour on Samsung

mobile, identify the type of customer and their behaviours along with knowing the
customer taste and preference of Samsung mobiles , the ways to use Samsung mobile
while analysing the level of satisfaction about Samsung mobile and to identify the best
features attracted by customer. Six factors i.e. brand conscious, recreation conscious, price
conscious, fashion conscious, brand loyal and prior experience. The research was
conducted to know the consumer behaviour expectation and their satisfaction level towards
Samsung mobile in Krishnagiri town through statistical tools such as Simple percentage,
Correlation and Chi square.

Sukumar, (2013) identified that the consumer’s awareness and attitude towards the
Samsung mobile phones in Dindigul district and study the origin and growth of mobile
communication to analyse the variance between gender and occupation with no. of mobile
connections. The independent variables choose in this article are attitude, awareness,
behaviour and post purchase behaviour.

Poranki, (2015) the main intention of this study was to identify the brand
preference of students at Hyderabad, how to assess the level of satisfaction towards the
different brand and to identify various factors leading to buy a particular product. Time
period of mobile usage, frequency of changing mobile, price of mobile phone and TV
advertisement were the factors included to conduct the study.

Ndadziyira, (2015) The purpose of the study was to search the factors that
influenced brand preferences among the students of Durban University of Technology,
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South Africa in a specified group in a specific geographical location within the South
African market. The major research objectives include determining relationship between
brand popularity and mobile phone brand preferences, the effect of price in buying
behaviour, influence of product attributes on student’s choice of mobile phones brand and
determining the influence of marketing communications on brand preference of mobile
phones. The study focuses on upon many independent variables, namely brand popularity,
product prices and attributes, social influences and marketing communications.

Fornell, (1992) conducted the research of that special part of south Punjab of
Pakistan was to explore the brand loyalty of mobile phone consumers. It examines the
impact that major variables such as brand trust, service quality, band credibility, customer
satisfaction, brand image has on brand loyalty. In the study, it was found that all the
variables have a significant and positive impact on brand loyalty. We can also say that
customers may remain loyal when they receive the desired satisfaction and are pleased
with the brand.

The variables that I have chosen are product attributes, advertisement, brand image
and social influence. Product attributes are the characteristics of a product that influences
the consumers to buy a particular product. Price, design, features and quality come under
product attributes. If I can find out how people feel about the factors included in product
attributes, then I can easily find out that what are major factors that influences end
consumer needs are. Attributes help customers to evaluate what they get for certain amount
in exchange of their money. In such a competitive marketplace without a good product
attribute it will be very hard for companies to sell their product. Another factor in deciding
brand preference of mobile phones in Nepal is advertising. TV commercials, posters and
sales promotion can boost up advertisement and will also increase the revenue for the
company. Displaying the various features of the product and also by using famous
celebrity’s commercials can be done. Without good advertisement people will not know
the product and if people will not know then they won’t buy it and eventually the company
will face a huge problem. Sales promotion can also equally help in advertising and this is
an important tool to measure the brands preference factors that will persuade people to buy
a particular product. The next variable is Brand Image. Brand image is the general
impression of a product held by real or potential consumers. It further includes factors such
as brand name, Country of origin, Re- sale value etc. Whenever I go to buy a mobile phone
one factor that I always look for is the brand name. If the name of the brand is well-known
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then customers will surely prefer the brand. The next factor is country of origin. This
means that the brand image would be affected also by the country from where it is
originated. Re-sale value also affects brand image. Some people do not just look for the
current price of the product; some people also look for the price that they will get after a
certain time if they sell the product. If the re-sale value is high, then the brand image is
positive however if the re-sale value is low the brand image is negative. The last variable
that I have chosen is Social Influencer. A social influencer is someone who has a certain
role in the purchase decision of a customer. This variable includes word of mouth i.e.
either positive or negative, family members, friends and opinion leaders. Word of mouth
has a very crucial importance on the brand preference of customers. A customer may also
get influenced by a family member or a friend to purchase a certain brand. Opinion leaders
are another social influencer who has some influence on the brand preference of customers.
Opinion leaders are early adopters that pass information on new products to less
adventuresome or not as well-informed segments of the population.

PRODUCT

ATTRIBUTES

ADVERTISEMENT

BRAND PREFERENCE

BRAND

IMAGE
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SOCIAL

INFLUENCE

Chapter -3 Research Design and Methodology

3.1 Research strategies

This research was conducted to find out Factors Affecting Brand preference of mobile
phones inside the valley. The research is mainly quantitative in nature and is conducted
with primary data in order to find whether product attributes, advertisement, brand image
and social influence affects consumer’s brand preference for mobile phones or not. Hence,
unit of analysis for this study is individual.

3.2 Sampling- Sampling method

For this study, non-probability sampling is used. Sampling method that is used is the
convenience sampling.

2.3 Unit of sampling

The unit of analysis for this study is individual as the study is focused on factors affecting
the brand preference of consumers. In the market there is a tough competition among the
brands but still the leaders of the list are remaining the same, Samsung and Apple, among
the various other brands. Sample of 41 respondents of Kathmandu valley were taken in
account.

3.4 Study setting

The study is non contrived where it refers to the natural environment where work proceeds
normally.
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CHAPTER 4-DATA ANALYSIS

4.1 Demographic information
4.1.1 Age
Table 1.1:Age Group

Age Frequency Percentage

below 20 5 12.20
20 – 30 19 46.34
30 – 40 7 17.07
40 and above 10 24.39
Total 41 100.00

Figure1.1:Age Group
We can observe that majority of the respondents fall in the age group of 20-30 i.e. 46.34%
while less proportion of respondents fall under the age group below 20 i.e. 12.20%. This
indicates that people who use mobile phones mostly belong to active working-class
population. The study shows that majority of the respondents are below the age of 30
which accounts for almost 60% of the total respondents.
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4.1.2 Gender

Table1.2: Gender

Gender Frequency Percentage

Male 22 53.66
Female 19 46.3400
Others 0 0.00
Total 41 100.00

Figure 1.2: Gender

The finding shows that majority of the respondents are male i.e. 53.66% however, there is
less difference between the number of Male and Female. This indicates that Gender shows
very less significance while selecting a brand of mobile phone.
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4.1.3 Brand
Table 1.3: Brand

Brand Frequency Cumulative %

Samsung 12 29.27%
Apple 10 24.39%
Nokia 1 2.44%
One plus 6 14.63%
Huawei 5 12.20%
Motorola 1 2.44%
Others 6 14.63%
Total 41 100.00%

Figure 1.3: Brand

We can observe that Samsung is the most used brand i.e. 29.27%. Nokia and Motorola are
the least used brand i.e. 2.44%. The study also shows that One plus and Huawei have
almost the same percentage of users i.e.14.53% and 12.20%. However, we can see that
One plus and Huawei are an emerging brand in context of Nepal due to its increasing
popularity, while both of the brands are from China it would not be false to say that China
is taking a very long steps to compete the 2 big brands Apple and Samsung.
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4.2 Descriptive analysis

In order to present descriptive scores for each of the variables used in the survey,
descriptive analysis was performed to describe the importance of each variable according
to the respondents. This summarizes the sample and the observations that have been made.
The data was collected with questionnaire distributed in printed form. The questionnaire
was based on 5-point Likert’s Scale ranging from “1-Strongly Disagree” to “5-Strongly
Agree”. The rating scale was categorized as:
1- Strongly Disagree
2- Disagree
3- Neutral
4- Agree
5- Strongly Agree

Altogether 22 opinion statements were measured. Mean and Standard deviation is

calculated to summarize and interpret the collected data. Several statements are built to
receive the desired and accurate result of the research. The responses are recorded in the
form of hard copy as hardcopy of the questionnaires were distributed. Descriptive analysis
of all the independent variables were conducted and their mean and standard deviation
were evaluated. Following are the descriptive analysis of all the independent variables.

4.2.1 Product attributes

Table 1.4: Product Analysis

S.N. Statement Mean SD

I consider price of the phone before 4.0731
1 1.13461
making the purchase 7
I prefer phone with new features and 4.3414
2 0.95278
design 6
I like to change my phone with changing 3.4634
3 1.1283
technology 1
I prefer mobile phone which has better 4.3658
4 0.78883
quality 5
4.0609
  Overall 1.00113
8
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Table 4 shows descriptive analysis of productive attributes affecting brand preference of

mobile phones. The highest mean is 4.36585 which concludes that customers prefer those
brand phones which has better quality with Standard Deviation of 0.78883. Customers also
agree on cconsidering price of the phone before making the purchase of which brand
mobile to buy as the scale ranges average to 4.07317 and standard deviation 1.13461.
Respondents agree that they prefer phone with new features and design over which brand
to choose as mean resulted 4.34146 and standard deviation 0.95278. There is also a neutral
result that the respondent have responded about change of phone with changing technology
as per the average result of 3.46341and standard deviation of 1.1283.The overall mean for
the statements is 4.06098 which show that respondents agree that product attributes has
some effect in the preference of brand of mobile.

4.2.2 Brand image

Table 1.5: Brand Image

S.N. Statement Mean SD

Brand name is very important to define 3.8780
5 0.96765
my choice of mobile phone 5
I check for the name of the 3.2682
6 1.16921
manufacturing country. 9
I prefer a phone that has high resale 3.8780
7 0.99254
value. 5
Foreign products are more reliable than 3.9024
8 1.05472
domestic products. 4
3.7317
  Overall 1.04603
1

In table 5 it shows the influence of brand image towards the brand preference. The highest
mean is 3.90244 which shows that respondents are closer to agree that foreign product are
more reliable than domestic products regarding the brand preference of mobile phones with
the standard deviation 1.05472. Similarly, respondents prefer a phone that has high resale
value and brand name which is very important to define their choices of mobile phones and
brand preference, although the result fall in neutral state it is much closer to agreeing the
statement as the mean value of both statement is same that is 3.87805 and the standard
deviation 0.99254 and 0.96765 respectively. Whereas for checking the name of the
 16

manufacturing country by the respondent to prefer which brand to choose to have neutral
result that is mean 3.26829 and the standard deviation is 1.16921 which shows that there is
more spread out answer by the respondents.

4.2.3 Advertisement
Table 1.6: Advertisement

S.N. Statement Mean SD

TV advertisements has enhanced my
3.3902
9 involvement in purchasing of Mobile 0.98471
4
Phones
I am convinced with the recent Mobile 3.4390
10 0.79783
Phone TV commercials 2
Poster and banners in the road play an
2.7073
11 important role in my buying decision of 1.01798
2
mobile phones
Promotional offers help me to choose
12 3.5122 0.73657
the brand of mobile phones
  Overall 3.2622 0.88427

Table 6 shows the descriptive analysis of advertisement towards the brand preference of
mobile phones. The overall mean of advertisement is 3.2622 and standard deviation is
0.88427, which concludes that there may not be a huge significant change due to
advertisement towards the brand preference of mobile phone.

4.2.4 Social influence

Table 1.7: Social Influence
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S.N. Statement Mean SD

I read customer reviews, experts’
3.8536
13 reviews and comments before I purchase 1.1595
6
mobile phone
I take my family members’ suggestion 3.9756
14 1.17883
when I purchase mobile phone 1
I take suggestions from my friends when
15 3.7561 1.20528
I purchase mobile phone
If I want to be like someone, I often try
16 to buy the same brand of mobile phone 2.2439 1.32113
that they like to have
I purchase mobile phone when a 2.3170
17 1.21854
celebrity endorses it 7
3.2292
  Overall 1.21666
7

Table 7 shows the influence of the social influence towards the brand preference of mobile
phone. The highest mean 3.97561 with standard deviation 1.1595 the respondent average
value almost agreed that family member suggestion creates a huge impact on the brand
preference of mobile phone. Similarly, respondents watching customer reviews, experts’
reviews and comments before purchase mobile phone, with mean 3.85366 and standard
deviation 1.1595, and taking suggestions from friends when purchasing of mobile phone,
with mean 3.7561 and standard deviation 1.20528, these 2 statements also are very much
closer to agreeing that they affect the respondents on the brand preference of mobile
phone. Whereas respondents wanting to buy those brands by looking or want become like
other person falls under disagreeing category with average of 2.2439 and standard
deviation 1.32113 and similarly respondents also disagreed the statement, purchase mobile
phone when a celebrity endorses it, with the average result of 2.31707 and standard
deviation 1.21854.

4.2.5 Brand Preference

Table 1.8: Brand Preference
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S.N. Statement Mean SD

My income is one of the main factors to 4.1707
18 0.96024
determine my purchase. 3
I prefer the brand of mobile phone that
19 consistently delivers a high level of 4 0.66259
customer support.
I prefer the brand of mobile phone that
4.1219
20 consistently provides the new 0.73899
5
information about the product/company.
I focus more on after sales service of the 3.9756
21 0.78049
product. 1
The mobile phone I purchase should be 4.2926
22 0.80377
available easily. 8
  Overall 4.1122 0.78922

Table 8 is the independent variable which shows factors directly affect the brand
preference. With highest mean 4.29268 and standard deviation 0.80377, the respondents
agree that easy availably of mobile phones has an impact on brand preference of mobile
phones. Similarly, the respondent also agree to prefer the brand of mobile phone that
consistently delivers a high level of customer support with the mean value 4 and standard
deviation 0.66259, they also agree on preferring the brand of mobile phone that
consistently provides the new information about the product/company with average
4.12195 and standard deviation 0.73899. Also, with 3.97561 mean and 0.78049 standard
deviation the respondents are in a neutral state but are much closer in agreeing that after
sales service of the product affect the preference of the brand. And, one of the factors that
the respondent agreed that income is one of the main factors to determine purchase or
preference of brand of mobile phones with average data 4.17073 and standard deviation
0.96024.

5. Expected results
The descriptive study was conducted on total 41 respondents among the people living
inside the Kathmandu valley. The main purpose of the study was to know factors affecting
brand preference of mobile phones inside Kathmandu valley, factors such as product
attributes, brand image, advertisement and social influence. Questionnaire is divided into
 19

two section, demographic and descriptive information. 25 items questionnaire was used,
and responses were filled accordingly. Respondents answered on a 5-point Likert’s scale
ranging from strongly disagree to strongly agree. The data was collected, arranged and
later analyzed using Microsoft Excel.

The results obtained from the analysis are mentioned below:

● Majority of the respondents fall in the age group of 20-30 i.e. 46.34% while less
proportion of respondents fall under the age group below 20 i.e. 12.20%. Which
includes majority of the respondents fall under active working-class population.
● Most of the respondents are male i.e. 22 out of 41 which 53.66% of the total
percentage and female i.e. 19 which is 46.34%.
● 12 of the respondents prefer Samsung which is 29.27% of the brand preference
share and with Apple giving a tight competition with 10 of the respondents
preferring it which is 24.39%.
● Nokia having the least consumption i.e. 1 (2.44%) was one of the most preferred
brands back then in 90s. Also, One plus and Huawei are an emerging brand in
context of Nepal with 6 (14.63%) and 5 (12.20%) no. of respondents preferring
them.
● The overall mean of product attribute that affects the brand preference of mobile
phone is 4.06098 which shows that respondent agree brand preference is affected
by product attributes with standard deviation 1.00113.
● Overall mean of the factor brand image is 3.73171 which is neutral category but is
much closer and liner towards respondents agreeing it. And its overall standard
deviation is 1.04603.
● The total average of advertisement is 3.2622 which is neutral category which
means respondents may or may not be affected by the advertisement to purchase a
significant brand with standard deviation is 0.88427.
● The overall mean of social influence is 3.22927 and standard deviation is 1.21666,
which falls under neutral category but as the standard deviation is high there is a
spread out of data and answer to it and could result in positive way or even
negative.
 20

The purpose of the study that had been conducted in a special part of south Punjab of
Pakistan was to explore the brand loyalty of mobile phone consumers. It examines the
impact that major variables such as brand trust, service quality, band credibility, customer
satisfaction, brand image has on brand loyalty. In the study, it was found that all the
variables have a significant and positive impact on brand loyalty.

6. Ethical statement
This research will follow all the ethics statements during collection of data.

7. Timeline
Complete research report will be submitted to college instructor before End term
examination of VI semester, BBA.

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Buying Behavior of Mobile Phone Devices .
 21

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