FACTOR INFLUENCING CUSTOMER LOYALTY TOWARDS

MOBILE BRANDS

BY

Kumar Basnet

Symbol no: 20183/17

T.U. registration no: 7-2-388-15-2017

A summer project submitted to:

Faculty of Management, Tribhuwan University

In the partial fulfillment of the requirement for the degree of

Bachelor of Business Administration

At the

Kantipur College of Management and Information Technology

Tribhuwan University

Mid Baneshwor, Kathmandu

September, 2021
 STUDENT DECLARATION
This is to certify that I have completed the Summer Project entitled “Factors Influencing
Customer Loyalty Towards Mobile Brands.” under guidance of “Miss. Shubhanu
Joshi” in partial fulfillment of the requirement for the award of Bachelor of Business
Administration degree at Faculty of Management, Tribhuwan University. This is my
original work and I have not submitted it earlier elsewhere.

………………

Kumar Basnet

September, 2021
 CERTIFICATE FROM THE SUPERVISOR
This is to certify that the Summer Project entitled “Factor Influencing Customer Loyalty
towards Mobile Brands.” is an academic work done by Kumar Basnet submitted for the
partial fulfillment of the requirements of Bachelor of Business Administration at Faculty
of Management, Tribhuwan University under my guidance and supervision. To the best of
my knowledge, the information presented by him in the summer project report has not
been submitted earlier.

………………….

Signature of the Supervisor

Name: Shubhanu Joshi

Date: April, 2022

 ACKNOWLEDGEMENT
During preparation of this project number of people has helped me with their assistance
and guidance to make this project work report possible. I hope that this project will serve
as a useful reference material for all students who want to conduct research on similar
topic or the same topic.

I would like to express my sincere thanks to my respected supervisor Miss. Shubhanu

Joshi for her valuable time, continuous guidance, inspiration and encouragement
throughout the entire period of the study. Similarly, I would like to express my sincere
gratitude to Kantipur College of Management and Information Technology for providing
me an opportunity to explore my abilities through this project.

Furthermore, I would like to express my deepest appreciation to all my friends and fellow
respondents who took part in this research by providing the primary data for making this
project comprehensive and possible.

Similarly, I would like express my gratitude towards my seniors, colleagues and authorities
of Kantipur College of Management and Information Technology for their support,
valuable suggestions and resources provided for research work without which knowledge
and assistance of this study would have not been successful.

Finally, I would like to thank my family, friends and well-wishers for their immense
support throughout the project work. However, I accept the sole responsibility for any
errors and discrepancies that might have occurred in this report.

Thank you!

Kumar Basnet

Kantipur College of Management and Information Technology

 Table of Contents
STUDENT DECLARATION.............................................................................................i

CERTIFICATE FROM THE SUPERVISOR.................................................................ii

ACKNOWLEDGEMENT...............................................................................................iii

Table of Contents..............................................................................................................iv

List of Tables....................................................................................................................vii

List of Figures.................................................................................................................viii

EXECUTIVE SUMMARY..............................................................................................ix

CHAPTER I.......................................................................................................................1

INTRODUCTION..............................................................................................................1

1.1 Context information.............................................................................................................1

1.2 Purpose of the study.............................................................................................................2

1.3 Statement of problem...........................................................................................................2

1.4 Significance of the study......................................................................................................3

1.5 Literature review..................................................................................................................4

1.5.1 Conceptual Framework.....................................................................................................7

1.6 Research Methodology........................................................................................................7

1.6.1 Research Design......................................................................................8

1.6.2 Source of data collection.........................................................................8

1.6.3 Population and Sample............................................................................8

1.6.4 Data collection instruments.....................................................................9

1.6.5 Data analysis tools...................................................................................9

1.7 Limitations of the study.......................................................................................................9

CHAPTER II....................................................................................................................10

DATA PRESENTATION AND ANALYSIS...................................................................10

2.1. Respondent information....................................................................................................10

2.1.1 Gender of respondents...........................................................................11

 2.1.2 Age of respondents................................................................................12

2.1.3 Education background of respondents..................................................13

2.1.4 Monthly family income of respondents................................................14

2.1.5 Profession of respondents......................................................................15

2.2 Data Presentation and Analysis............................................................................16

2.2.1 Price of the Product...............................................................................16

2.2.2 "Mobile fulfills all requirements".........................................................17

2.2.3 "Decided to switch brand".....................................................................17

2.2.4 Satisfied with price................................................................................18

2.2.5 Recommendation to others....................................................................19

2.2.6 Loyalty towards mobile brand...............................................................20

2.2.7 Customers loyalty towards mobile brand..............................................21

2.2.8 Customer loyalty on price fairness........................................................22

2.2.9 Customer loyalty on customer satisfaction...........................................23

2.2.10 Customer loyalty on battery features..................................................25

2.2.11 Customer loyalty on perceived quality................................................27

2.2.12 Customer loyalty on processor............................................................29

2.3 Findings and discussions....................................................................................................31

2.3.1 Respondents profile...............................................................................31

2.2.2 Opinion of the Respondents..................................................................32

CHAPTER III..................................................................................................................33

CONCLUSION AND ACTION IMPLICATION.........................................................33

3.1 Conclusion.........................................................................................................................34

3.2 Action Implication.............................................................................................................34

REFERENCES.................................................................................................................35

APPENDICES..................................................................................................................39
Questionnaire for the study of the factors influencing customer loyalty towards mobile
brands.......................................................................................................................................41

List of Tables
Table 1: Gender of the respondents ………………………………………………..11
Table 2: Age of the respondents…………………………………………………....12

Table 3: Education of the respondents……………………………………………..13

Table 4: Monthly income of the respondents……………………………………....14

Table 5: Profession of the respondents………………………………………….....15

Table 6: Price of the mobile of the respondents…………………………………...16

Table 7: Customers loyalty towards mobile brands…………………………….....21

Table 8: Customer loyalty on price fairness………………………………………22

Table 9: Customer loyalty on customer satisfaction……………………………....24

Table 10: Customer loyalty on battery features……………………………………26

Table 11: Customer loyalty on perceived quality…………………………..28

Table 12: Customer loyalty on processor………………………………………...30

List of Figures
Figure 1: Conceptual Framework………………………………………………..7

Figure 2: Gender of the respondents ……………………………………………11

Figure 3: Age of the respondents………………………………………………...12

Figure 4: Education of the respondents…………………………………………..13

Figure 5: Monthly income of the respondents……………………………………14

Figure 6: Profession of the respondents…………………………………………..15

Figure 7: Price of the mobile of the respondents……………………………........16

Figure 8: Mobile fulfills all requirements income …………………………….....17

Figure 9: Decided to switch brand …………………………………………….....18

Figure 10: Satisfied with the price……………………………………………......19

Figure 11: Recommendation to others………………………………………...….20

Figure 12: Loyalty towards any brand………………………………………...….20

EXECUTIVE SUMMARY
This report about the “Factors Influencing Customer Loyalty Towards Mobile
Brands”. It is prepared to meet the partial requirement of the Bachelor of Business
Administration Course under the faculty of management of Tribhuvan University. This
kind of project is opportunity for us to practice our theoretical knowledge in practical life.
It has been proposed that companies that focus on identifying customer loyalty will be
more profitable, their long-term customer retention will be high, and they can reduce
marketing costs and increase competitive advantage. Therefore, it is very important for
companies to understand the process of developing customer loyalty in today's competitive
environment. One of the most important factors that contribute to the formation of
customer loyalty is customer satisfaction. Consumer satisfaction has been widely accepted
as an important issue for many marketing managers. It is commonly used as a benchmark
of a company’s success.

The major objective of this study is to determine the factor influencing customer loyalty
toward mobile brands. There are various factors that influence the purchase of mobile
phones such as perceived quality, battery features, price fairness, Processor, Customer
satisfaction.

This study is based on primary source of the data, which was gathered from 100
respondents as well as secondary sources. The instruments used are Pie chart, Bar diagram,
Central tendency.

The findings of this research show that the perceived quality is the main reason why
customers choose mobile brand. It influences the customer loyalty more than any other
factor does. The study concludes that the customer loyalty is positively influenced by
factors such as perceived quality, battery features, price fairness, Processor, Customer
satisfaction i.e. there is positive relationship between these factors and customer loyalty.
The findings also show that the respondents are satisfied or not.

CHAPTER I

INTRODUCTION

1.1 Context information

In this era of globalization, rapid development in technology is not something strange to
us. The use of technology is very wide so that the whole world. The rapid growth in the
technology sector is effect increasing the number of competitors in the market. As well as
the growth of new technology devices such as computers, laptops, cameras, mobiles and
others where many additional features offered in these devices.

It has been proposed that companies that focus on identifying customer loyalty will be
more profitable, their long-term customer retention will be high, and they can reduce
marketing costs and increase competitive advantage (Wel et al., 2011). Therefore, it is very
important for companies to understand the process of developing customer loyalty in
today's competitive environment. Consumer satisfaction has been widely accepted as an
important issue for many marketing managers. It is commonly used as a benchmark of a
company’s success (Bennett & Rundle-Thiele, 2004).

Customer satisfaction leads to loyalty, positive word of mouth, and recommendation,

paying less attention to advertisements of competitors’ increased market share, profitability
and customer retention. Hence, customer satisfaction has strong effect on customer loyalty
(Aminu &Hartini, 2008).

Brand shows a reputation of a companies through their products or services. Brand is also
a sign that memorable in the minds of customers. The American Marketing Association
defines a brand as a name, term, sign, symbol or design, or a combination of prototype,
intended to identify the goods or services of one seller or group of sellers, and to
differentiate from bear fight them of the competitors (Kotler, et al., 2009). Brand can
become the heart of marketing and business strategy. Success of the brand can generate
profits by attracting new customers and retain existing customers.

With the brand, it is a sign of the signal in some level of quality which the buyer is
satisfied with the easy to choose any of the products. Brand loyalty provides a forecast of
demand for the company and may also explain the willingness of customers to pay for
higher price. Although competitors are easy to duplicate the process and product design,
they are not easy to match the description in the individual and the organization from year
to year in any marketing and product development. Therefore, the brand became a very
influential in the world of competition.

In the context of Nepal, Pandey & Joshi (2010) reveled that customer satisfaction had
positive relationship with behavior intentions of the customer. The study revealed that
service quality is correlated with behavioral intension of the customer, but it was positively
correlated with customer satisfaction and customer satisfaction was also positively
correlated with behavioral intensions of the customer.

The above discussion shows that the studies devoted on customer loyalty of mobile brands
in Nepal are of greater significance. There are various mobile brands available in Nepal
among which commonly used are Iphone, Samsung, Huawei, Xiaomi etc. These products
are popular among students, businessperson as well as other employed people. They are
imported from countries like India, Singapore, China, and so on. These products are
popular due to their prices, features and durability. The price is determined by hardware
configuration and performance as well as brand name.

Hence, this study focuses on the customer loyalty of mobile brands in Nepal.

1.2 Purpose of the study

The main purpose of this study is to examine the factor influencing customer loyalty
toward mobile brand. The major purpose of the study is pointed as:

1. To study the relationship between customer behavior and brand loyalty toward mobile.

2. To find out the factors which influence to purchase of mobile.

1.3 Statement of problem

In today’s competitive market, customer loyalty has become a major concern of firms.
Loyal customer does not only increase the value of the firm but also enables it to maintain
costs lower than those associated with attracting new customers (Boora and Singh, 2011).
The process definition of satisfaction, however, concentrates on the antecedents of
satisfaction rather than satisfaction itself (Parker and Mathews, 2001).

Customer loyalty is not highly significant in Pakistani context because there is no proper
alignment of brand performance and customer satisfaction, so companies are trying hard to
create alignment between satisfaction and loyalty. Caruana (2002) indicated that customer
satisfaction does play a mandating role in the effective service quality on service loyalty.

In the context of Nepal, Pandey & Joshi (2010) reveled that customer satisfaction had
positive relationship with behavior intentions of the customer. The study revealed that
service quality is correlated with behavioral intension of the customer but it was positively
correlated with customer satisfaction and customer satisfaction was also positively
correlated with behavioral intensions of the customer.
This study raised the following in the context of customer loyalty toward mobile brands.
There is a gap between the above literatures and this study aims to fulfill the gap between
mentioned literatures and find out the actual factors influencing customer loyalty towards
mobile brands.

What is the perception of the customers on the level of brand specific factors (perceived
quality, price fairness, processor, and customer satisfaction)? Of the mobile in Nepal?

Is there any relationship between selected brand specific factors with customer loyalty
exists?

Does brand specific factors are correlated with customer loyalty of the mobile brands in
Nepal?

1.4 Significance of the study

It is important to study customer loyalty as it plays an important role in brand extensions as
well as brand equity. Mokhtar et al. (2000) pointed out that customer loyalty plays an
important role in the organization's profitability and future growth. Customers also express
their loyalty by giving a greater share of wallets to their high value brands and service
providers and by generating word of mouth referrals.

This study mainly focuses on the factor influencing customer loyalty toward mobile brand
and their relationship with customer loyalty. This study clearly provides the knowledge
about customer loyalty of mobile brand among various users. This study will help marketer
to understand customer loyalty practices in technology markets. It gives information about
the level of customer involvement in brand searching, analyzing, and brand choice for the
product mobile. This study helps to develop the profile of specific customer of selected
brands. It is useful in creating most favorable brand by knowing the buyer perception and
response. Deeper understanding of customer loyalty of customers can help managers to
design marketing strategy that will concentrate on customer. This study is also beneficial
for the academicians who are interested in conducting studies brand preference and
customer loyalty.

1.5 Literature review

This section deals with a review of relevant literature. It deals with the survey of existing
body of knowledge of the variables under the study. The concept and definition of the
variables, their importance and subsequent relation are described. For this research,
literatures from the reports of past research on the same and similar subject matter are
used.

There are seminal studies on consumer purchase decision models in the literature,
however, consumer purchase decisions vary greatly depending on the product to be
purchased. Therefore, sectoral studies are needed to delineate the factors affecting
consumer purchase decisions in various product markets. The International Data
Corporation (IDC, 2006) report mentioned that in 2005 consumers continued to respond
very positively to very attractive price points, but portable demand in the business space
remained very strong too. According to global brands magazine, Samsung is the leading
mobile brand with the annual sales of 321.3 million units, followed by Apple (217 million
plus ).

Noor-UI-Ain Nawaz and Ahmad Usman (2011)” on their study “what makes customers
Brand Loyal; A study on telecommunication sector of Pakistan” found that the study is
focus on loyalty concept in advice sector. Brand loyalty is receiving great attention in
technological sector. Since quality, satisfaction, commitment, and trust are major
antecedents of brand loyalty for telecommunication sector and for other similar markets.

Soonarong (2011) examined the factor affecting customer loyalty toward taekwondo
martial arts of Jinya Gym in Bangkok. The study found that price, family, promotion,
advertising, brand awareness, brand association and perceive quality has positive
relationship with customer loyalty of Jinya Gym.

Khizindra et al. (2015) examined that an empirical study of factor affecting customer
loyalty of telecommunication industry in the kingdom of Saudi Arabia. The study surveyed
through sampling method a total of 775 respondents. Data were collected through
questionnaire technique. Descriptive analysis was used to test the relationship among the
variable. The study showed that many respondents had prescribed to more than one service
provider at the same time. Additionally, it was revealed that all the variables tested; price,
service quality, brand image and trends, had a direct effect on customer loyalty of service
provider. The study found that price, service quality, brand image, trend, mobiles has
significant impact on customer loyalty.
Ahmed et al. (2015) examined the factor affecting customer switching behavior: computer
market in Manchester- United Kingdom. The study found that the impact of need based
and the opportunity-based behavior, the impact of technology, innovation, changing
demography, brand image, perception, behavior, attitudes, loyalty, advertising and other
factors has significant effect toward stimulating and de-motivating the behavior of
computer users regarding keeping loyal with existing brand and towards another brand.

Malik et al. (2012) examined that impact of brand image, service quality and price on
customer satisfaction in Pakistan telecommunication sector. The study surveyed through
random sampling method a total of 165 of 200 respondents. Data were collected from
educational and business sector of Gujranwala region of Pakistan using stratified random
sampling technique. Data were collected through the questionnaire technique. Descriptive,
Pearson correlation coefficient was used to test the relationship the variables. The study
found that customer satisfaction has significant relationship with service quality, price and
brand image.

Ramakrishna et al. (2008) examined the brand loyalty and brand switching behavior of the
consumers is evergreen issues of research and strategic importance to the marketers and
academic researchers. The current research aims to address the significance of product
attributes in brand switching behavior through multi-dimensional scaling and results that
asset of product attributes trigger the intention to switching the current brand.

Stan et al. (2013) examined that customer loyalty development: The role of switching
costs. The study found that the organizational image customers hold of the service provider
and perceived service quality have a strong relationship with customer loyalty. Moreover,
both, service quality and organizational image are significantly and positively correlated
with customer satisfaction. The findings highlight that it is through the formation of
customer satisfaction that service quality and organizational impact customer loyalty. Thus,
the study demonstrates that customer satisfaction has a mediating effect between external
and interactive marketing initiatives and the development of customer loyalty. Second, the
study investigated the role of switching costs in the development of customer loyalty. The
findings indicate that perceived switching costs, here assessed in terms of price sensitivity,
have by far the strongest, positive and direct impact on customer loyalty in comparison to
the other antecedents included in the model. The importance of switching costs is further
corroborated with the finding that switching costs moderate the link between customer
satisfaction and customer loyalty.

Mohsan et al. (2011) found that impact of customer satisfaction on customer loyalty and
intentions to switch: evidence from banking sector of Pakistan. The study found the impact
of customer satisfaction on customer loyalty and intentions to switch. The results of the
study revealed that customer satisfaction was positively correlated with customer loyalty
and negatively.

Bakator et al. (2017) examined influence of advertising on consumer- based customer

loyalty. This study shows the relationship between advertising and the customer loyalty.
Next, the findings have shown moderate influence of advertising on customer loyalty.
Overall, satisfactory result is achieved. Certain limitations with online survey didn’t affect
the results of the study. Furthermore, the finding in this paper contributes to future study,
offering solid basis for a more complex investigation of making environment.

Alhuwaishel and AL-Meshal (2018) examined that the impact of perceived value, quality,
and loyalty on purchase decision in the accessories department: Study on Saudi females.
The main purpose of this study is to investigate the impacts of perceived value, quality, and
loyalty on the purchase decision. Furthermore, to understand the mediator impact of brand
trust between the relations of consumers’ perceived value and the purchase decision. On
the other hand, it shows that perceived value has an influence on the brand trust but not on
the purchase decision.

In the context of Nepal, Pandey & Joshi (2010) reveled that customer satisfaction had
positive relationship with behavior intentions of the customer. The study revealed that
service quality is correlated with behavioral intension of the customer, but it was positively
correlated with customer satisfaction and customer satisfaction was also positively
correlated with behavioral intensions of the customer.

1.5.1 Conceptual Framework

Conceptual framework is defined as the theoretical structure of assumption, principles, and
rules that holds together the ideas comprising a board concept. It can act like a map that
give coherence to empirical inquiry as the conceptual framework are potentially so close to
empirical inquiry, take different forms depending upon the research questions or problem.
The major literature has highlighted some key issues on customer loyalty towards mobile
brand. This study has taken customer loyalty as dependent variable and price fairness,
battery features, perceived quality, customer satisfaction, and Processor as independent
variable. Based on this customer loyalty of mobile in New Baneshwor determinants is
considered as the form of the study framework for the present study, as shown in following
figure:

Independent Variables

Price fairness
Battery features Dependent Variable

Processor Customer loyalty

Customer satisfaction
Perceived quality

Moderating Variables

Age
Gender
Profession
Education background
Monthly income

Figure 1: Conceptual framework

1.6 Research Methodology

Research methodology refers to the various sequential
steps that are to be adopted by a researcher during studying the problem with certain
objectives. Research method discussed in this chapter helps to guide the research study
providing different issues and aspects. This research focuses on the factors that influence
customer loyalty towards mobile brand and relationship among them. It also focuses on
how to collect required data, what are the population and sample, and techniques to be
adopted to analyze and interpret. For the purpose of achieving the purpose of the study,
below mentioned research plan has been followed which is required for survey.
1.6.1 Research Design
The study has descriptive and analytical research design to deal with factor influencing
customer loyalty towards mobile brand in New Baneshwor among respondents of various
age groups. Descriptive research is used to describe characteristics of a population or
phenomenon that are studied. It does not answer How/where/why the characteristics
occurred. This study has adopted descriptive research design for facts finding and
identifies information about factor influencing customer loyalty towards mobile brands in
New Baneshwor. This study also has correlation analysis to find out the relationship
between customer loyalty and factors influencing customer loyalty. This research design is
process of accumulating facts and describes phenomenon, as it exists. Structured
questionnaire is used to gather the information through primary sources.

1.6.2 Source of data collection

This study is more based on primary source of data as well as secondary source of data.

i. Primary source: Structured questionnaire was used as the primary source.

ii. Secondary source: Various relevant books, Internet websites, previously
related research works, news article were used as a secondary source for
collecting data.

1.6.3 Population and Sample

Population is a complete set of elements that possess some common characteristics defined
by the sampling criteria established by researchers. The target population of this study is
comprised of the people of various professions of different age groups who possess a
mobile. A population is the entire collection of all observations of the interest of research.
The population of this research are the users of Mobile in New Baneshwor. So, sample was
selected out of the entire population. From the overall population, the sample of 100 is
taken and the target population of this study includes both male and female. In this
research, random sampling method is used where every element in the population has
equal chance of being selected as sample

1.6.4 Data collection instruments

To collect the data survey was carried by distributing a set of structured questionnaire to
the mobile users. The primary sources were used to extract the information from the
customer regarding the factor influencing customer loyalty towards mobile brand. Data are
collected using a survey questionnaire containing:

1. Likert scale questions

2. Close ended questions

1.6.5 Data analysis tools

This includes the tools used for analysis of the data collected. After the data are properly
collected and presented, data analysis will be conducted. Simple statistical tools will be
used are as follows:

1. Bar diagram
2. Tables
3. Central tendency
4. Pie Chart

1.7 Limitations of the study

The major limitations of the study were as follows:

1. The survey was conducted in New Baneshwor only. So it cannot generalizes to

all the centers.
2. Some of the findings in this study are not consistent with many of the studies.
3. There is small number of the respondent and due to shortage of time.
4. Only few factor is taken as independent variables for study.

CHAPTER II

DATA PRESENTATION AND ANALYSIS

Data analysis is the process of developing answers to the questions through the
examination and interpretation of data. The justification of any project work is done on the
basis of analysis and presentation of facts. The conclusion and recommendation are valid
when drawn based on the data collected, analyzed and interpreted. This chapter provides
analysis of collected data to accomplish the research objective. The study was focused to
know the factors influencing customer loyalty towards mobile brand. Factors such as price
fairness, battery features, perceived quality, processor, and customer satisfaction are taken
as independent variables and customer loyalty is taken as dependent variable.

The chapter presents the analysis of the study result and their interpretations. Basically, this
chapter presents respondents' profile, findings and discussion of the study. Moreover, it is
also concerned with the results of questionnaire survey conducted among 100 respondents
having different age, profession, educational background, monthly income. The
questionnaire is designed to find out the factors that influence customer loyalty toward
mobile brands.

This study employs various statistical tools and techniques in order to know the various
factors that influence customer loyalty towards different mobile brands. For this purpose,
required primary data was collected through the structured questionnaire and analyzed in a
systematic way to find out the appropriate result.

2.1. Respondent information

Respondents were randomly selected from total population to obtain required information
for the research in this study, the respondents include mobile user. Total of 100
questionnaires were distributed among mobile users. Tables are figures are given to
highlight the general information regarding age, profession, monthly family income,
educational background.

2.1.1 Gender of respondents

The following table and pie chart indicate the gender of the respondents involved in this
study:

Table 1: Gender of respondents

Gender Number of respondents Percentage (%)

Male 60 60
Female 40 40
Total 100 100.00
Source: Questionnaire Survey 2021

Figure 2: Gender of respondents

 Gender

Female; 40.00%
Male; 60.00%

According to the table 1 and figure 2, out of total 100 respondents involved in this study,
60% are male and 40% of the total respondents are female.

2.1.2 Age of respondents

Following table and bar diagram indicate the age of the 100 respondents involved in this
study:

Table 2: Classification of respondents on the basis of age

Age No. of respondents Percentage

Under 20 30 30
20-30 50 50
30-40 15 15
40-50 5 5
above 50 - -
Total 100.00 100.00
Source: Questionnaire Survey 2021
 Figure 3: Classification of respondents by age

Age
60

50
The
40
Frequency
30

20

10

0
Under 20 20-30 30-40 40-50 Above 50
respondents lie in the age group below 20 years is 30 percent of total respondent’s i.e 30.
50 respondents (50 percent) of total respondents are from 20-30 years age group. 15
respondents lie among 30-40 years (15 percent) of total respondents. 5 respondents lie in
the age group above 40-50 years (5 percent) of total respondents.

2.1.3 Education background of respondents

The respondents were categorized one the basis of their academic background as well. The
following table and bar diagram indicate the academic classification of the respondents
involved in this study.

Table 3: Classification of the respondents on the basis of education

Education Number of respondents Percentage (%)

School level 2 2
High school 20 20
Under graduate 30 30
Graduate 30 30
Above graduate 18 18
Total 100 100
Source: Questionnaire Survey 2021

Figure 4: Classification of the respondents on the basis of education.

 Education
35
30
25
20
15
10 Frequency
5
0
el o l
at
e
at
e
at
e
ev ho u u u
lL Sc ad r ad ad
o h gr G gr
ho ig r e
Sc H n de ov
U b
A

In other words, majority of the respondents are undergraduate and graduate (30 percent
each), school level (2 percent), high school (30 percent), above graduate (18 percent).

2.1.4 Monthly family income of respondents

The respondents were categorized one the basis of the monthly income they earn. Monthly
income is an important factor that influences customer loyalty. The following table and bar
diagram indicate the monthly income of the respondents involved in this study.

Table 4: Classification of the respondents by monthly income level

Monthly income No. of respondents Percentage (%)
less than 40000 30 30
40000-50000 35 35
50000-60000 15 15
60000-70000 10 10
more than 70000 10 10
Total 100 100
Source: Questionnaire Survey 2021
 Figure 5: Classification of the respondents by monthly income level

Monthly Income
40
35
30
25
20
15 Frequency
10
5
0

0 00 0 00 0 00 0 00 0 00
40 50 60 70 70
ow 0 0- 0 0- 0 0- ve
B el 00 00 00 bo
4 5 6 A

Figure 5 shows that majority of the respondents (35 percent) are 40000-50000 followed by
30 percent of respondents belong to the monthly income level below 40000. 10 percent for
60000-70000 as well as those who belong to more than Rs 70,000. Similarly, 15 percent of
the respondents belong to the income level of 50,000-60,000.

2.1.5 Profession of respondents

The respondents were classified on the basis of profession they are involved in. The
profession of an individual determines how much she/he earns which ultimately
determines his/her brand preference for consumption. The following table and bar diagram
indicates the profession of the respondents involved in this study:

Table 5: Classification of the respondents by profession

Profession Number of respondents Percentage (%)

Student 50 50
Service Provider 25 25
Businessman 15 15
Other 10 10
Total 100 100
Source: Questionnaire Survey 2021

Figure 6: Classification of the respondents by profession

 Profession
60

50

40
Frequency
30

20

10

0
Student Service provider Businessman Other

Figure 6 shows that majority of the respondent’s profession are student (50 percent)
followed by service provider (25 percent), other (10 percent) and businessman (15
percent).

2.2 Data Presentation and Analysis

Data can be presented in various forms depending on the type of data collected. In this
research various graphs, pie charts, and frequency table are used to present the data.

2.2.1 Price of the Product

Price is an amount that a customer sacrifices to consume certain and specific product or
service. Price of the product is categorized into five groups i.e. less than 20,000, 20,000-
30,000, 30,000-50,000, and 50,000 above. Respondents use mobile products of different
price range. The classification of the respondents by the price of product they have been
using in terms of percent is shown in Table 6.

Table 6: Price of the mobile

Price of mobile No. of respondents Percentage

less than 20000 55 55

20000-30000 25 25
30000-50000 15 15
 above 50000 5 5
Total
100 100
Source: Questionnaire Survey 2021

Figure 7: price of the mobile

Price of the mobile

60

50

40
Frequency
30

20

10

0
Below 20000 20000-30000 30000-50000 Above 50000

Figure 7 shows that 55% of the total respondents use mobile that costs less than Rs.20,000.
25% use mobile that falls under the range of Rs.20,000-30,000, 15% use mobile that falls
under the range of Rs.30,000-50,000 and 5% use mobile that costs above Rs.50,000.

2.2.2 "Mobile fulfills all requirements"

The study was taken to find whether the customers are satisfied by the mobile brand they
are using. The mobile users were asked if their mobile brand fulfilled all their requirements
or not. It was done to determine customer loyalty towards the particular mobile product
that they had been using. According to the result of the research, it was found that that
majority of the customers think that their mobile fulfills all requirements.
 Figure 8: Classification of the respondents by "Mobile fulfills all requirements"

Mobile fulfills all requirement

No(%); 36.40%

Yes (%); 63.60%

Source: Questionnaire Survey 2021

The figure shows that majority of respondents are yes (64 percent) and the rest of the
respondents are no (36 percent). The respondents who agree that their mobile satisfies all
requirements are 64 in number and those who do not agree are 36 in number.

2.2.3 "Decided to switch brand"

A structured questionnaire regarding brand switching was conducted among 100
respondents who use their mobile brand. It was done to find out whether they are loyal
towards the brand they were using or not. Result shows that the majority of the
respondents had not decided to switch their brand yet as shown in following pie chart:
 Figure 9 Classification of the respondents by decided to switch to another brand

Decided to switch to another brand

No (%); 33.10%

yes (%); 66.90%

Source: Questionnaire Survey 2021

The figure shows that minority of respondents are "Yes" (33 percent) which indicates they
have decided to switch their mobile brands and other respondents are "No" (67percent)
which implies they haven't decided to switch their brand yet.

2.2.4 Satisfied with price

The study was taken to find whether the customers are satisfied with the price of the brand
they are using or not. Price paid for a certain product influences customer perception
towards that product. It was found that majority of the customers think that the price of
their mobile inconvenient as shown in following pie chart:
 Figure 10 Classification of the respondents by satisfied with price

Satisfied with Price

Yes; 30.00%

No; 70.00%

Source: Questionnaire Survey 2021

The figure shows that majority of respondents are Yes (70 percent) which implies that they
are not satisfied with the price they paid and the rest of the respondents are No (30 percent)
which implies that they think the brand has fair price.

2.2.5 Recommendation to others

Recommendation means to suggest someone that something would be good or suitable.
Recommendation to others implies Word Of Mouth. The respondents were asked
questionnaire that included questions regarding recommendations. They were asked if they
recommend their purchased brands to others or not. The results show that the majority of
the customers recommended their brand to others about its usability and suitability. The
result is shown in following pie chart:
 Figure 11: Classification of the respondents by recommendation to others

Recommendation to others

No(%); 28.80%

Yes(%); 71.20%

Source: Questionnaire Survey 2021

The figure shows that majority of respondents are "yes" (71 percent) which implies that
they tell positive things about their brand to others and the rest of the respondents are "no"
(29 percent) which implies that they don’t tell positive things about their products to
others.

2.2.6 Loyalty towards mobile brand

Brands are the key to sales increase in consumer markets. They make a relationship
between the consumers and the company. Brand loyalty is a consumer’s preference to
purchase a particular product or service at first or repeatedly in a competitive market.

Figure 11: Classification of the respondents by loyalty toward brand

 Loyalty toward brand

Source:
no(%); 38.10%
yes(%); 61.90% Questionnaire
Survey 2021

The figure
shows that
majority of respondents are "yes" (62 percent) and the rest of the respondents are "No" (38
percent).

2.2.7 Customers loyalty towards mobile brand

Table 7: Customers loyalty towards mobile brand

Statements 1 2 3 4 5 N Mean
F 1 0 18 50 31 100 4.1
% 1 0 18 50 31 100
"I often tell positive things
about my brand to other" A% 1 18 81
"I consider myself to be loyal F 2 3 20 55 20 100 3.88
to my brand" % 2 3 20 55 20 100
A% 5 20 75
F 1 7 30 45 17 100 3.7
% 1 7 30 45 17 100
"My brand is my first choice
among other brands" A% 8 30 62
"I would choose my current F 2 8 10 50 30 100 3.98
brand even if the other % 2 8 10 50 30 100
brands has the same
functionality as my current
product" A% 10 10 80
"If I could I would rather F 10 3 27 40 20 100 3.57
change to another company's % 10 3 27 40 20 100
brand" A% 13 27 60
Weighted average mean 3.846

The table indicates that majority of the respondents agreed that their brand is their first
choice among mobile brands (62 percent). However, some of the respondents disagree (8
percent) on the statement whereas rest of the respondents (30 percent) indifferent on the
statement.
Majority of respondents agreed that they would choose their current brand even if the other
brands have the same functionality as their current product (80 percent).Whereas, some
respondents do not believe the statement (10 percent). However, rest of the respondents are
(10 percent) indifferent on the statement.

Similarly, majority of the respondents viewed that if they could they would rather change
to another company's brand (60 percent). However, some respondents disagree that if they
could they would rather change to another company's brand (13 percent).The rest of the
respondents (27 percent) are indifferent towards the statement.

The mean of the customer loyalty towards mobile brands ranges from a minimum value of
3.57 to the maximum value of 4.1. Among them, the most significant observation of the
respondents regarding customer loyalty is considered they often tell positive things about
their mobile to other 4.1, whereas the most insignificant observation show that if they
could they would rather change to another company's brand with mean value of 3.57.

Weighted average mean scale for customer loyalty is 3.876, which indicates that on an
average customer are loyal towards brand.

2.2.8 Customer loyalty on price fairness

Table 8: Customer loyalty on price fairness

Statements 1 2 3 4 5 N Mean
The price of my mobile meets F 2 5 25 46 22 100 3.81
requirements of mobile % 2 5 25 46 22 100
features. A% 7 25 68
F 4 10 25 49 12 100 3.55
I think the lower price does not % 4 10 25 49 12 100
guarantee higher satisfaction. A% 14 25 61
F 1 3 20 57 19 100 3.9
The price of my mobile is % 1 3 20 57 19 100
reasonable. A% 4 20 76
The price of my mobile is F 0 7 27 51 15 100 3.74
comparatively better than % 0 7 27 51 15 100
others'. A% 7 27 66
F 3 6 24 46 21 100 3.76
The price of my mobile brand % 3 6 24 46 21 100
changes frequently. A% 9 24 67
Weighted average mean 3.752
Source: Questionnaire Survey 2021
The majority of the respondents agreed that the price of my mobile meets requirements of
mobile features. (68 percent), whereas some respondents disagree on the statement (7
percent). However, the rest of the respondents were indifferent on the statement (25
percent).

Likewise, majority of the respondents viewed that they think the lower price does not
guarantee higher satisfaction (61 percent). However, others disagree (14 percent) and the
rest (25 percent) are indifferent on the statement.

Majority of the respondents agreed that the price of their mobile is reasonable (76 percent).
Some of the respondents disagree (4 percent) and rest of the respondents (20 percent)
indifferent on the statement.

Majority of respondents agreed that the price of their mobile is comparatively better than
others' (66 percent).Whereas, some respondents do not believe it (7 percent). However, rest
of the respondents are (27 percent) indifferent on the statement.

Similarly, majority of the respondents viewed that the price of their mobile brand changes
frequently (67 percent).

However, some respondents disagree (9 percent).The rest (24 percent) are indifferent
towards the statement.

The mean of the price fairness towards customer loyalty ranges from a minimum value of
3.55 to the maximum value of 3.9. The most significant observation is considered the price
of their mobile is reasonable with mean value of 3.9 whereas, the most insignificant
observation is the lower price does not guarantee higher satisfaction with mean value of
3.55. Weighted average mean scale for price fairness is 3.752, which indicates that on an
average customer loyalty towards mobile brand are significantly affected by price fairness.
2.2.9 Customer loyalty on customer satisfaction
Table 9 Customer loyalty on customer satisfaction

Statements 1 2 3 4 5 N Mean
"My mobile has a good F 0 3 18 49 30 100 4.06
% 0 3 18 49 30 100
value for the money I
paid" A% 3 18 79
"I'm satisfied with the
F 0 6 22 63 19 100 4.25
hardware functionality of % 0 6 22 63 19 100
my mobile " A% 6 22 72
"I'm satisfied with F 1 6 22 46 25 100 3.88
operating functionality of % 1 6 22 46 25 100

my mobile" A% 7 22 71
F 3 5 28 50 14 100 3.67
"I would recommend my % 3 5 28 50 14 100
mobile to my friends" A% 8 28 64
"I don't think of F 2 8 35 35 20 100 3.63
switching to another % 2 8 35 35 20 100

mobile" A% 10 35 55
Weighted average mean 3.898
Source: Questionnaire Survey 2021

The majority of the respondents agreed that their mobile has a good value for the money
they have paid (79 percent), whereas some respondents disagree on the statement (3
percent). However, the rest of the respondents were indifferent on the statement (19
percent).

Likewise, majority of the respondents viewed that they are satisfied with the hardware
functionality of their mobile (72 percent). However, others disagree (6 percent) and the
rest of the respondents (22 percent) are indifferent on the statement.

The table indicates that majority of the respondents agreed that they are satisfied with the
operating functionality of mobile (71 percent). However, some of the respondents disagree
(7 percent) on the statement whereas rest of the respondents (22 percent) indifferent on the
statement.

Regarding the responses on the statement, majority of respondents agreed that they would
recommend their mobile to their friends (64 percent).Whereas, some respondents do not
believe they would recommend their mobile to their friends (8 percent). However, rest of
the respondents are (28 percent) indifferent on the statement.

Similarly, majority of the respondents viewed that they don't think of switching to another
mobile (55 percent). However, some respondents disagree that they don't think of
switching to another mobile (10 percent).The rest of the respondents (35percent) are
indifferent towards the statement.

The mean of the customer satisfaction towards mobile loyalty ranges from a minimum
value of 3.63 to the maximum value of 4.25. Among them, the most significant observation
of the respondents regarding customer satisfaction is considered that they are satisfied with
hardware functionality of their mobile with mean value of 4.25 whereas, the most
insignificant observation show that they don't think of switching to another mobile with
mean value of 3.63.

Weighted average mean scale for customer satisfaction is 3.898, which indicates that
customer loyalty towards mobile brand are significantly affected by customer satisfaction.
In other words, the result indicates that higher the customer satisfaction scale higher would
be brand loyalty.

2.2.10 Customer loyalty on battery features

Table 10: Customer loyalty on battery features

Statements 1 2 3 4 5 N Mean
"My mobile brand offer F 0 1 24 51 24 100 3.98
product with excellent % 0 1 24 51 24 100

battery features" A% 1 24 75
 F 1 3 20 58 18 100 3.89
"I chose my mobile because % 1 3 20 58 18 100
of its battery features" A% 4 20 76
"I think this mobile brand F 0 4 28 50 18 100 3.82
relate to better performance % 0 4 28 50 18 100

regarding battery " A% 4 28 68

F 3 4 32 48 13 100 3.64
"I think this brand has best % 3 4 32 48 13 100
battery feature than others' " A% 7 32 61
"I think my mobile brand F 2 3 30 45 20 100 3.78
products relate to durable % 2 3 30 45 20 100

qualities". A% 5 30 65
Weighted average mean 3.822
Source: Questionnaire Survey 2021

The majority of the respondents agreed that their mobile brand offer product with excellent
battery features (75 percent), whereas some respondents disagree on the statement (1
percent). However, the rest of the respondents were indifferent on the statement (24
percent).

Likewise, majority of the respondents viewed that they chose their mobile because of its
battery feature increases (76 percent). However, others disagree (4 percent) and the rest of
the respondents (20 percent) are indifferent on the statement.

The table indicates that majority of the respondents agreed that they think that mobile
brand relate to better performance regarding battery (68 percent). However, some of the
respondents disagree (4 percent) on the statement whereas rest of the respondents (28
percent) indifferent on the statement.

Regarding the responses on the statement, majority of respondents agreed that their brand
has best battery feature than others' (61 percent).Whereas, some respondents do not believe
in the statement (7 percent). However, rest of the respondents are (32 percent) indifferent
on the statement.

Similarly, majority of the respondents viewed that they think their mobile brand product
relates to durable qualities (65 percent). However, some respondents disagree (5
percent).The rest of the respondents (30 percent) are indifferent towards the statement.
The mean of the battery features towards customer loyalty ranges from a minimum value
of 3.64 to the maximum value of 3.98. Among them, the most significant observation of
the respondents regarding battery features is considered that their mobile brand offer
product with excellent battery features with mean value of 3.98.

Weighted average mean scale for battery feature is 3.822, which indicates that on an
average customer loyalty towards mobile brands are significantly affected by battery
features.

2.2.11 Customer loyalty on perceived quality

Table 11: Customer loyalty on perceived quality

Statements 1 2 3 4 5 N Mean
"The overall F 0 3 13 54 30 100 4.11
performance of my % 0 3 13 54 30 100

mobile is good". A% 3 13 84
"I think my mobile F 1 3 23 53 20 100 3.88
brand have a reputation % 1 3 23 53 20 100

for the higher quality". A% 4 23 73

 "My mobile meets all F 0 6 25 49 20 100 3.83
the necessary % 0 6 25 49 20 100

requirement". A% 6 25 69
F 2 4 25 50 19 100 3.8
"My mobile brand offers % 2 4 25 50 19 100
very durable products". A% 6 25 69
F 0 3 24 51 22 100 3.92
" My mobile is reliable % 0 3 24 51 22 100
and trust worthy" A% 3 24 73
Weighted average mean 3.908
Source: Questionnaire Survey 2021

The majority of the respondents agreed that the overall performance of their mobile is
good (84 percent), whereas some respondents disagree on the statement that the overall
performance of their mobile is good (3 percent). However, the rest of the respondents were
indifferent on the statement (13 percent).

Likewise, majority of the respondents viewed that they think their mobile brand have a
reputation for the higher quality (73 percent). However, others disagree (4 percent) and the
rest of the respondents (23 percent) are indifferent on the statement.

The table indicates that majority of the respondents agreed that their mobile meets all
necessary requirement (69 percent). However, some of the respondents disagree (6 percent)
on the statement whereas rest of the respondents (25 percent) indifferent on the statement.

Regarding the responses on the statement, majority of respondents agreed that their mobile
brand offers very durable products (69 percent).Whereas some respondents do not believe
that their mobile brand offers very durable products (6 percent). However, rest of the
respondents are (25 percent) indifferent on the statement.

Similarly, majority of the respondents viewed that their mobile is reliable and trust worthy
(73 percent). However, some respondents disagree that their mobile is reliable and trust
worthy (3 percent).The rest of the respondents (24 percent) are indifferent towards the
statement.

The mean of the perceived quality towards customer loyalty ranges from a minimum value
of 3.8 to the maximum value of 4.11. Among them, the most significant observation of the
respondents regarding perceived quality is considered that the overall performance of their
mobile is mean value of 4.11 whereas, the most insignificant observation show that their
mobile brand offers very durable products with mean value of 3.8.

Weighted average mean scale for perceived quality is 3.908, which indicates that customer
loyalty towards mobile is significantly affected by perceived quality. In other words, the
result indicates that more the customer has positively perceive the brand quality, higher
would be customer loyalty.

2.2.12 Customer loyalty on processor

Table 12: Customer loyalty on processor:

Statements 1 2 3 4 5 N Mean
F 6 8 34 34 18 100 3.5
"My mobile has good % 6 8 34 34 18 100
processor" A% 14 34 52
F 5 8 31 46 10 100 3.48
"I chose my mobile % 5 8 31 46 10 100
because of its processor" A% 13 31 56
I think my mobile brand F 4 8 34 41 13 100 3.51
provides best processor % 4 8 34 41 13 100

compared to other brands

A% 12 34 54
F 5 8 28 43 16 100 3.57
"The processor of my % 5 8 28 43 16 100
mobile is reliable." A% 13 28 59
"My mobile brand is F 8 12 32 39 12 100 3.44
 mainly famous for its % 8 12 32 39 12 100
processor." A% 17 32 51
Weighted average mean 3.5
Source: Questionnaire Survey 2021

The majority of the respondents agreed that they were afraid that their mobile has good
processor (52 percent), whereas some respondents disagree on the statement (14 percent).
However, the rest of the respondents were indifferent on the statement (34 percent).

Likewise, majority of the respondents agreed that they chose their mobile because of its
processor (56 percent). However, others disagree (13 percent) and the rest of the
respondents (31 percent) are indifferent on the statement.

The table indicates that majority of the respondents viewed that their mobile brand
provides best processor compared to other brands (54 percent). However, some of the
respondents disagree (12 percent) on the statement whereas rest of the respondents (34
percent) indifferent on the statement.

Likewise, majority of respondents agreed that the processor of their mobile is reliable (59
percent).Whereas, some respondents do not believe the statement (13 percent). However,
rest of the respondents are (28 percent) indifferent on the statement.

Similarly, majority of the respondents viewed that their mobile brand is mainly famous for
its processor (51 percent). However, some respondents disagree (17 percent).The rest of
the respondents (32 percent) are indifferent towards the statement.

The mean of the processor towards customer loyalty ranges from a minimum value of 3.44
to the maximum value of 3.57. Among them, the most significant observation of the
respondents regarding processor is "My mobile has reliable processor" mean value of 3.57
whereas, the most insignificant observation show that they think that their mobile brand is
mainly famous for its processor with mean value of 3.44.

Weighted average mean scale for processor is 3.5, which indicates that on an average
customer loyalty towards mobile brand is significantly affected by processor.
2.3 Findings and discussions
The research was conducted to find out the factors influencing customer loyalty towards
mobile brands and their relationship with customer loyalty. This project was conducted
among respondents among various age groups and occupations so that information could
be gathered broadly among all kinds of mobile users. Questionnaire was distributed among
100 respondents and they were asked to share their opinion. Following opinions were
gathered during the research works:

2.3.1 Respondents profile

This section discusses the information of respondents. Different variables i.e. gender, age,
education, profession, monthly income, were taken into consideration during this research
work. Based on the analysis of data, the major findings of this study are summarized as
under:

1. Majority of respondents are male (60 percent) and the rest of the respondents are
female (40 percent).

2. Majority of the respondents, i.e. 30 out of 100 respondents lie in the age group
below 20 years, constituting 30 percent of total respondents. 50 respondents
constituting 50 percent of total respondents are from 20-30 years age group.
Similarly, among 100 respondents, 15 respondents lie in the age group of 30-40
years which is 15 percent of total respondents. Whereas, 5 respondents lie in the
age group above 40-50 years constituting 5 percent of total respondents.

3. Majority of the respondents are undergraduate and graduate (30percent) each,

followed by high school (20 percent), above graduate (18 percent) and school
level (2 percent).

4. Majority of the respondents (35 percent) are on the monthly income level 40000-
50000 followed by (30 percent) of respondents belong to the monthly income level
below 40000. Similarly, (15 percent) of the respondents belong to the income level
of 50,000-60,000 and rest of respondents (10 percent) belongs to 60,000-70,000
monthly family income level. And 10 percent belong to family with income more
than 70000.
 5. Majority of the respondents profession are student (50 percent) followed by
service provider (25 percent), businessman (15 percent) and other (10 percent).

2.2.2 Opinion of the Respondents

This section discusses about the opinion about the respondents about the subject matter of
our questionnaire. This section provides information about the factors influencing
customer loyalty towards mobile brands. The findings are discussed below:

1. Results show that 55% of the total respondents use mobile that costs less than Rs
20,000. 25% use mobile that falls under the range of Rs 20,000-30,000, 15% use
mobiles that falls under the range of Rs 30,000-50,000 and 5% use mobile that
costs above Rs. 50,000.

2. Result indicates that customer perception leads to customer loyalty towards mobile
brands since the weighted average mean scale for customer loyalty is 3.846, which
indicates that on an average customer are loyal towards mobile brand.

3. Result indicates that more the prices are fairer, higher would be customer loyalty
since the weighted average mean scale for price fairness is 3.752, which indicates
that on an average customer loyalty towards mobile brand are significantly
affected by price fairness.

4. Results indicate that on an average, customer loyalty towards mobile brand is

significantly affected by customer satisfaction. Weighted average mean scale for
customer satisfaction is 3.898. In other words, the result indicates that higher the
customer satisfaction higher would be customer loyalty.

5. Results indicate that on an average, customer loyalty towards mobile brand are
significantly affected by perceived quality since weighted average mean scale for
perceived quality is 3.908. In other words, the result indicates that more the
customer has positively perceive the brand, higher would be customer loyalty.

6. Results indicate that on an average, customer loyalty towards mobile brand is

significantly affected by battery features since weighted average mean scale for
battery features is 3.822. They have positive relationship.
 7. Results indicate that on an average, customer loyalty towards mobile brand are
significantly affected by processor since weighted average mean scale for
processor is 3.5. In other words, the result indicates that more the processor, higher
would be customer loyalty.

CHAPTER III

CONCLUSION AND ACTION IMPLICATION

This chapter provides the brief summary of the entire study and highlights the major
findings of the study. In addition, major conclusions are discussed in separate section of
this chapter which is followed by some implications regarding the factors influencing the
customer loyalty towards mobile brands.
3.1 Conclusion
The opinions of 100 respondents were analyzed in order to determine the factors
influencing customer loyalty and to find the relationship of those factors and customer
loyalty towards mobile brands. The study focuses on the primary data analysis where
questionnaire was distributed to mobile users as well as secondary data.

The study concludes that there are various factors that influence customer loyalty and
satisfaction which are price fairness, battery features, perceived quality, customer
satisfaction and processor. The demographic factors such as age, gender, profession,
academic background, monthly income influence the customer loyalty towards specific
mobile brand. It is found that the respondents who belong to service sectors, used mobile
that fall under the price range of Rs 20,000-30,000, students used mobile that fall under the
price range of Rs. 20,000 and respondents with business professions use mobile that fall
under the price range of 30,000-50,000. Price appeared to be a significant factor for
purchase of particular mobile and price fairness, battery features, perceived quality,
customer satisfaction and processor are concluded to be the major factors for influencing
customer loyalty among the mobile users.

The findings of this research show that the perceived quality is the major determinant of
customer loyalty. It influences the customer loyalty more than any other factor does.
Moreover, the study concludes that the customer loyalty is positively influenced by factors
such as perceived quality, customer satisfaction, battery features, price fairness and
processor.

3.2 Action Implication

In an attempt to determine the factor influencing customer loyalty towards mobile brands
among various users, this study has been able to document the various factors that
influence customer loyalty towards mobile brands. Thus, based on the findings, the
following recommendations have been made:

1. The study helps the marketers to understand the various factors that influence
customer loyalty towards mobile brand in Nepalese market.

2. This study helps the marketers to know the reason for purchasing particular mobile
brand.
 3. This study helps in understanding the preferences of mobile brands based on
demographic characteristics.

4. This study shows the relationship between customer loyalty and the major factors
that influence it towards mobile product.

5. This study indicates that perceived quality is the major reason for customer loyalty
through which marketers could develop proper strategies regarding brand quality.

6. This study can be used by marketers as a source of information while conducting

market research in relatable subject matters.

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switching behavior, 17 July.
 APPENDICES
Dear respondent,

I am bachelor’s level student of Kantipur College of Management and Information

Technologyand I am conducting an academic research on “Factor influencing customer
loyalty towards mobile brand”. This is needed to meet the requirement for the Bachelor’s
Degree in Tribhuwan University. The major objective of this study is to analyze the
customer’s perception towards mobile brand among various users. So, this is a humble
request to all the respondents to fill up the questionnaire and feel free to answer the given
questions according to your understanding. Please be confident as all your responses will
be maintained absolutely confidential and used for only academic purposes. Your
participation in the study is anonymous.

Your participation in the study will be very highly appreciated.

Thank You!

Kumar Basnet
Questionnaire for the study of the factors influencing customer loyalty towards
mobile brands.

Section A: Respondents' information

Name of the respondent (optional) ……………………….…

1. Gender

o Male

o Female

o Prefer not to say

2. Education

o School level

o High school

o Under graduate

o Graduate
o Above graduate

3. Profession
o Student

o Service

o Business

o Other

4. Price of mobile
o Less than 20,000

o 20,000-30,000

o 30,000-50,000

o Above 50,000

5. Age

o Under 20

o 20-30

o 30-40

o 40-50

o Above 50

6. Monthly income

o Under 40,000

o 40,000-50,000

o 50,000-60,000

o 60,000-70,000

o above 70,000

7. Does your Mobile fulfill all your requirements?

o Yes
o No

8. Would you like to switch to another mobile brand?

o Yes
 o No

9. Are you satisfied with price you paid for your mobile?
o Yes
o No

10. Do you recommend your mobile brand to others?

o Yes
o No

11. If you had to buy another mobile, would you still buy the same brand?
o Yes
o No

Section B: customer loyalty towards mobile brand.

Please make a tick (√) in an appropriate option for each of the following
questions.

Independent variables

1. Price fairness
[1=strongly Disagree, 2=Disagree, 3= neither agree nor disagree (neutral), 4=Agree,
5=strongly Agree]
Statement 1 2 3 4 5

The price of my mobile changes frequently.

I think the lower price does not guarantee higher satisfaction.

The price of my mobile is reasonable.

The price of my mobile is comparatively better than others'

The price of my mobile brand changes frequently.

2. Customer satisfaction
[1=strongly Disagree, 2=Disagree, 3= neither agree nor disagree (neutral), 4=Agree,
5=strongly Agree]
Statement 1 2 3 4 5
My mobile has a good customer satisfaction for the money I paid.

I'm satisfied with the customer satisfaction of my mobile.

I'm satisfied with the camera features of my mobile.

I would recommend my mobile to my friends.

I don't think of switching to another mobile.

3. Battery features
[1=strongly Disagree, 2=Disagree, 3= neither agree nor disagree (neutral), 4=Agree,
5=strongly Agree]

Statement 1 2 3 4 5

"My mobile brand offer product with excellent battery features"

"I chose my mobile because of its battery features"
"I think this mobile brand relate to better performance regarding battery
"
"I think this brand has best battery feature than others' "

"I think my mobile brand products relate to durable qualities".

4. Perceived quality
[1=strongly Disagree, 2=Disagree, 3= neither agree nor disagree (neutral), 4=Agree,
5=strongly Agree]
Statement 1 2 3 4 5
The overall performance of my mobile is good.

I think my mobile brand have a reputation for the higher quality.

My mobile meets all the necessary requirements.

My mobile brand offers very durable products.

My mobile is reliable and trust worthy.

5. Processor:
[1=strongly Disagree, 2=Disagree, 3= neither agree nor disagree (neutral), 4=Agree,
5=strongly Agree]

Statement 1 2 3 4 5
"My mobile has good processor"

"I chose my mobile because of its processor"

"I think my mobile brand provides best processor compared to other

brands "

"The processor of my mobile is reliable."

"My mobile brand is mainly famous for its processor."

Dependent variables

1. Customer loyalty
[1=strongly Disagree, 2=Disagree, 3= neither agree nor disagree (neutral), 4=Agree,
5=strongly Agree]

Statement 1 2 3 4 5
I often tell positive things about my mobile to other.

I consider myself to be loyal to my mobile.

My brand is my first choice among mobile brands.
I would choose my current mobile brand even if the other brands
have the same functionality as my current mobile.
If I could, I would rather change to another company's mobile.

Thank You!