Brand Loyalty vs Brand Switching: A Study of Mobile Phone Preferences in Young Pakistani Adults in South Punjab

This paper studies the mobile phone preferences in Pakistani Young Adults and what factors influence brand loyalty and brand switching among young Pakistani consumers. GenZ have unique characteristics in their behaviour from their older counterparts. In current era of AI and Internet smartphone has become an essential part of our life that connect us with the rest of the world as world has now become a global village. The smartphone industry is growing rapidly with new innovations and features every year or so. Pakistan as a developing country is filled with smartphones that are cheaper and has better features made possible by Chinese manufacturers. Young adults and Adults can now afford better smartphones at competitive prices. Data in this study was collected by the help of cross-sectional survey that include 70 smartphone users as subjects. Using Literature review we found that even though the purchase of a mobile phone is subjective there are some factors that influence the customers i.e. young adults, to switch brands. Study Indicated that Infinix has most loyal customer base as compared to other smartphone users and Apple is the most popular brand, The studies shows that the things that influence consumer switching behaviour of smart phones includes product quality as the primary factor. The study further reveals that customer satisfaction has positive affect on customer switching brands. Moreover, switching cost also played an important role.