Factors Influencing Brand Switching of Smartphones among University Students: A Study on Bangladesh

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 7

Year of Publication : 2020

Authors : Tapas Bala, Israt Jahan, Md. Mahbubar Rahman, A.K.M. Golam Rabbani Mondal, Autoshi Roy

10.14445/23939125/IJEMS-V7I7P121

How to Cite?

Tapas Bala, Israt Jahan, Md. Mahbubar Rahman, A.K.M. Golam Rabbani Mondal, Autoshi Roy, "Factors Influencing Brand Switching of Smartphones among University Students: A Study on Bangladesh," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 7, pp. 160-168, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I7P121

Abstract:

Mobile phones are a fundamental part of communication for the modern world. The Bangladeshi mobile market is one of the fastest-growing markets for mobile handsets. Although mobile phones have been used widely for several decades, smartphones are a more recent advance for Bangladesh. Mobile communication technology, e.g., wireless internet, a mobile phone, and Global Positioning System (GPS), is providing advanced and standard facilities to meet up the consumer’s needs and preferences. The objective of the current study is to examine the factors that explore the brand switching behavior in the consumer mind. The study was undertaken on 200 smartphone users among the university students of Bangabandhu Sheikh Mujibur Rahman Science and Technology University (BSMRSTU), Gopalganj. The data were explicated with factor analysis and multiple regressions. The entire hypotheses were tested with SPSS, and two factors of them were accepted. Two factors (product price and social influence) were accepted as per statistical results. They affected the satisfaction of the consumer that was a direct influence on brand switching behavior for smartphones.

Keywords:

Smartphones, mobile communication, brand switching behavior, consumer satisfaction.

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