Independent Study Research

A study on Consumer Brand

Switching in Telecommunication
Sector

BY :

AKSHAY SAXENA
F44
A0101916111
 OBJECTIVES
• To identify the factors that influence switching
behavior among Telecom consumers.
• To identify the factors that ensures loyalty
among Telecom consumers.
• To suggest recommendations to prevent
switching behavior among Telecom.
 INTRODUCTION
• India is currently the second largest
telecommunications market in the world with
the telephone subscriber base touching a
figure of 1058.86 million.
• Key Players in the market are :
Yearly growth in the number of total telecom subscribers in INDIA
 Factors affecting Brand Switching
• Advertisement plays very important role in brand
switching. It basically persuades customers to
switch brands. Companies use different tactics in
advertisement in order to attract customers of
competitors.
• If companies do not meet needs and wants of
customers, customers can switch to competitors’
brands
• Competitive prices also play their part in inducing
brand switching.
 Data Analysis and Interpretation
Reasons for association with *Post paid customers. What
current service provider problems do you face?
Advertisements None
6%
10%
17% Wrongly Charged
Market Share of
provider
30% 50% 5%
Retail visibility Don't get bill on time
11% 61%

10% Retailer Influenced Network issues

*Pre-paid customers. What Reasons for switching to another

problems do you face? network
Network issues

21% 15%
26% None
Better Network
11% 50% Better Offers
No Suitable tariff plan
35% Better Service
42% Unnecessary balance
cut
 FINDINGS
• Top Telecommunication company in India is Airtel.
• Major factor affecting consumer brand preference is
Better Network and better offers
• Pre-paid and post-paid customers face similar
problems with their service providers, i.e, Network
issues and unecessary charges.
• Factors that ensure loyalty are Cheap offers, Service
quality, Network etc.
• Rates play a major role in consumer preference. Eg.
Reliance Jio earned a huge customer base due to its
extremely cheap rates.
 RECOMMENDATION
• Provide high quality services to customers that must be
accompanied by quality customer care service and
large coverage area so that customer don’t get any
reasons to switch to another service provider.
• Maintain strong and appealing brand image so that
customer remains loyal with the brand
• Assure customers that company will take stand to
satisfy their needs so that trustworthy relationship can
be maintained on a long term basis which ultimately
encourages customers to stay loyal.
• Offer low charges accompanied by high quality services
for stopping customers to switch.
THANK YOU.