A STUDY ON BRAND SWITCHING BEHAVIOUR OF MOBILE PHONE USERS IN TAMILNADU

This study investigates the factors driving brand-switching behavior among mobile phone users in Tamil Nadu, with the aim of informing more effective retention and acquisition strategies for handset manufacturers and service providers.A structured questionnaire was administered to 400 respondents across five cities Tiruchirapalli, Thanjavur, Pudhukottai, Karur, and Perambalur selected via random sampling.Data were analyzed using percentage distributions, ANOVA, and a Likert five-point scale to assess perceptions of functional, technological, symbolic, and economic switching triggers.Findings reveal that device reliability and advanced feature availability are the foremost motivators for switching, as consumers seek robust hardware and cutting-edge capabilities.Brand image and social-status considerations also emerge as significant influences, reflecting the symbolic value attached to mobile brands.Economic factors particularly price sensitivity and promotional offers shape decisions chiefly among lower-income segments, while higher-income users prioritize premium design and after-sales support.ANOVA results confirm that income level significantly moderates switching attitudes, underscoring the need for differentiated marketing approaches.The study contributes to consumer behavior literature by mapping the interplay of functional, psychological, and external drivers in an emerging regional market.Practically, it suggests that brands should balance investments in product durability and innovation with tailored value-based incentives and prestigeoriented messaging to mitigate churn and strengthen loyalty in Tamil Nadu's competitive smartphone landscape.